Digital marketing, is it really necessary? Clearly. The world is changing by leaps and bounds in recent decades. The new technologies are transforming the habits and lifestyle of the population, and the implementation of new digital tools favors the appearance of new facilities and new challenges, where the global vision and integrated into the company as an entity becomes, without a doubt, essential.

4th Industrial Revolution

We are entering a new industrial revolution, called the 4th Industrial Revolution, according to experts in the field. In it, we can observe the progressive digitization of companies and factories, where flexibility and customization of production are favored.

Autonomous operative robots, massive databases, the “cloud” of protected information and the integration of horizontal and vertical systems, are, among others, some of the new adaptations that the industry has applied to its operation.

Conected 24 hours a day

Today, technology has transformed the world and the way people make their lives. There is no doubt that the Internet is a fact. People are continuously connected, whether with the mobile, the tablets, the latest generation clock; even his clothes are calculating his physical performance. There are app’s for anything unimaginable.

Technology has been key in transforming the foundations of the culture and behavior of its individuals.

For example, before the television was viewed passively, so that the individual played the role of receiver of information, and today becomes the protagonist commenting on social networks, tweeting, sharing photos, streaming videos and telling how it makes them feel, and tells the world, reaching if possible to any place on the planet.


Changes everywhere, everytime

In the last decade there have been more changes and much more important than in the previous century. No doubt the democratization of the Internet has accelerated this transformation.

There is more information, of higher quality, available 24 hours a day. In the specialized literature on the subject, the following statement is usually coined:


“We are not in an era of changes, we are in a Changing Era “.


According to the Internet Live Stats website, in just one minute, 3.6 million Google searches are made, 150 million emails are sent, 140,000 video calls, and in addition to technology, there is access to more and better content.

For example, in 45 seconds, 45,000 photos are uploaded to Instagram, 8.1 million videos are viewed on YouTube or 444,000 tweets are posted on Twitter. And the rules of the game have changed, the key is transparency.

You can not lie anymore, and hiding is useless, because someone somewhere knows it, and can spread it in a short time to the whole world.



Undoubtedly, technology has removed many barriers, and above all, has brought huge global networks, also included in professional segments of various kinds.

But the evolution of technology is very difficult to predict and only the disruptive changes will cause substantial changes in life and in the way of perceiving the world in the future as it has been doing so far, therefore, it has only start this digital journey and for now only great potential is expected from it.


Internet in the media

First, the Internet-users relationship must be put in place. How many people connect to the Internet each day? According to data from IAB Spain, nearly 30 million daily Internet users connect daily and this figure grows as time goes by.

It is estimated that each person connects about 22 hours per week, which is equal to the European average. Internet users are also large consumers of media, above the average of the population.


Who are the digital users?

On the other hand, you must know the profile of the Internet user, which is an individual normally between 14-45 years, with studies, middle-high class and urban areas has a little more technological equipment than the average population .

Their consumption of digital media and information are higher, and they are very active in topics such as travel, leisure, sports and art. Even so, the Internet is no longer only a matter of young people, because in 2005 the average age was 32 years old and now it is already 42 years old.

A segment that has grown strongly is that of 55 to 64 years, which was boosted by the incorporation of new devices that improve usability and more affordable ways to interact with these media. Flat domestic rates have also favored the increase of Internet users, which means that everyone can access Wi-Fi from home, without having to do it from work.

The device used to navigate has also changed: the mobile phone, with 94.6%, being increased every year its use, has surpassed even the desktop computer 73.6%, thus disbanding it among the most used devices in Spain.

Dispositivo de acceso a Internet
Source: IAB Spain

But, how is Internet in the media?

Habits of consumption are coupled to the habits of life, where people are longer and with the devices they have in each place. The highest consumption occurs on weekdays from 7 in the morning until 19 in the afternoon, which is the busiest time.

And what is left to do to connect to the Internet? Watching TV, eating out, reading, going to the movies, playing sports, etc. But the truth is that many things are done at the same time and from different devices.

In Europe itself, multi-screening (viewing more than one screen at a time) is quite widespread, while watching TV, they are consulting the mobile phone, the laptop, the tablet, and they do it all day long, but with special incidence at night and early morning before going to sleep.

In Spain, for example, almost half (49%) of digital users browse while watching TV. What are they doing? Then they chat, check the mail, do searches (related or not with the content they see on TV), and also share on social networks.


Notice to companies!

With all this, the Internet is the second mean in advertising investment with 25.5% of the advertising market, being only behind television, being the mean that grows the most and the one that has done so during the last decade. This investment occurs in search engines and on display, which are conventional advertising formats such as banner or video. As for audience leaders, those who take most are Google, Facebook and YouTube.

It should be noted that electronic commerce (e-commerce) continues to grow non-stop and in terms of mobile also begin to admit advertising that is adapted to these devices, with very varied formats: display, conventional, Bluetooth, SMS, QR codes, mobile applications, etc.).


Share, share & share

Having internalized the previous points, it is necessary to stop in terms of content that is shared in the network to better understand the digital environment in which we find ourselves.

First of all, point out the main features that characterize digital content, which are easy to find, are compatible, digitally traceable and grow exponentially.

It is estimated that by 2020, 80% of Internet traffic will be streaming video. In Spain, YouTube is positioned as the leading platform in the market, with a penetration of 70% of the market, with more than 20 million monthly users, according to data from IAB Spain.

The latest trend is the short term, with cases like Snapchat, which allows sharing short and ephemeral content that disappears in a short time or the recent inclusion of this type of content on Instagram through Instagram Stories.


Social networks, that new messiah

Today’s Internet users have become compulsive sharers. 81% of Spanish Internet users claim to use social networks (RRSS) every day to read and share. Social networks have become the basis that channels our eagerness to share.

The most popular, although stopped its growth, is still Facebook, followed by WhatsApp, Twitter, YouTube.

The profile of the user of social networks is very varied, slightly overcoming women with respect to men in terms of gender distribution.

Young people between the ages of 14 and 17 are, by far, the ones who use social networks more and more frequently. In addition, their wishes are different when choosing their preferred platforms and they are the ones that set the trend in the medium term.

Networks are generally very well valued by Internet users in Spain, with an average score of 7 out of 10, WhatsApp, YouTube, Spotify and Instagram being the best rated.

The main use that is given is social, being the most popular activities chat, watch videos or see what they do or publish contacts. Although this is the case, the use of the RRSS to consume entertainment in the form of videos or music has been gaining strength.


And for me as a brand, how can digital marketing benefit me?

Something that should be valued for the market is that users follow commercial brands in social networks. This is mainly motivated by knowing better and following new brands.

Facts like these are what make us think about the potential of Social commerce. Even so, it is not all sharing by Social Media, they increasingly see the need to share documents and multimedia content with specific people or organizations.

Therefore, what is most used is cloud storage. For 25% of Spaniards, the cloud is essential to save and share digital content. These platforms have their biggest example in Dropbox, Google Drive, OneDrive and iCloud.

But if we look in general, we have a series of clear benefits that we can take advantage of for our businesses (both online and offline), which I list below:

1. Continuous analysis

Either to check the traffic of your website, or to measure the reach of your campaigns on social networks, or even from which countries the visits to your website come from. You have analytics continuously to be able to meditate if that campaign has been successful or a resounding failure. A clear example of this is Google Analytics.


2. Flexibility & Evolution

There is no need to wait for the campaign just launched to the market to end, but you can vary it during its course, adding certain elements that make better use of the new context.


3. Profitability

The economics of all this type of promotions is present with paid online advertising, whether in Google Ads (to appear on Google) or Facebook Ads campaigns.

Today, the CPT (Costs per Thousand Impressions) are quite low compared to the prices given by traditional media such as newspapers or television. It may be because a vast majority of companies are unaware of this type of advertising, so take advantage of this moment.


4. More segmentation

Another clear advantage is the ability of a company to segment its target. We refer both to have accurate data of your digital audience and the accuracy of digital platforms (eg Instagram) to promote this content exactly in users who meet the desired characteristics (age, sex, hobbies, interests, etc.).

Companies achieve greater efficiency when it comes to investing resources, without having to waste them in vain.


5. Communty creation

Get closer to your target audience and humanize your brand. Being in constant contact with your audience, sometimes without expecting anything in return, ultimately leads to greater public loyalty with the company.


These, and many more, are the great advantages that you can achieve if you consider increasing and consolidating your online presence.

Take advantage of the moment before it’s too late.

See you!