48.4% of companies rely on social media as their main channel to attract customers
Marketing strategies in Spain have not stopped evolving, driven especially by the growing need to adapt to a constantly changing digital environment. Companies have found themselves in the position of having to experiment through digitalization with New ways to attract and retain customerswith a special focus on social media, as well as other digital channels.
In this framework, HubSpot has presented its “State of Marketing 2024” study, prepared on the basis of a survey of 250 marketing professionals from Spanish companies. Among the conclusions drawn, there is a strong inclination on the part of companies towards using social networks as the main channel to attract new customers. As the data shows, 48.4% of companies respondents identify social media ads as the most effective channel for attracting potential customers, far surpassing other traditional media such as television advertising.
Instagram and TikTok as the favorite platforms for companies
The great rise of social networks as a key tool to attract new customers reflects a notable change in consumer behavior, who spend more and more time on social networks. Faced with this change, companies have found themselves in the need to propose new marketing strategies, prioritizing digital channels to maximize the reach and effectiveness of their campaigns.
In the case of Spain, Instagram It is positioned as the most used social network by companies, with 64% adoption, followed by TikTok which already reaches 58.4%. On the other hand, platforms such as Snapchat y Tumblr are the least used social media platforms, with an adoption rate of 10.8% and 8.8%, respectively.
The preference of companies for Instagram and TikTok is due to their ability to generate a high level of engagement among young and active audienceswhile Snapchat and Tumblr have lost steam in recent years due in part to their lower user numbers and more limited focus in terms of content and functionality.
On the other hand, Corporate websites and blogs They remain a fundamental pillar in the digital strategy, with 37.2% of companies considering themselves essential for the capture of leads. Similarly, the study also highlights the growing adoption of strategies such as influencer marketing, which allows companies to connect more authentically and directly with their target audiences. In this sense, it shows that 24.8% of Spanish companies have integrated collaborations with influencers in their campaigns, managing to recognize the value that these can contribute in terms of credibility and reach.
Data protection and AI adoption
As one of the main challenges currently faced when it comes to increasing digital presence, it is data privacy. And the fact is that 40.8% of consumers in Spain are concerned about the security of your personal informationwhich poses a major challenge for brands. That is why companies that can ensure transparency and data protection will have a competitive advantage in building customer trust and loyalty.
On the other handthe integration of artificial intelligence (AI) and automation is managing to transform the way companies work, allowing them to reach levels of efficiency and advanced customization. At this point, tools such as Chatbots and automated segmentation systems They manage to optimize interactions with customers, managing to adopt responses and solutions to their specific needs in real time.
According to the study presented by HubSpot, at the moment 60.4% of companies have already incorporated these technologies in their marketing strategies, and that percentage is expected to continue to rise as organizations recognize the tangible benefits of AI in improving the accuracy and impact of their marketing efforts.
The future of business
Among other conclusions that the study “State of Marketing 2024” has drawn, it is noted that companies in Spain are showing a rapid adaptation to the new realities of digital marketing, with a special focus on social media and content strategies. However, growing concerns about data privacy could be a game-changer in the coming years.
Looking to the future, it is expected that Investments in technologies that improve user security and privacy increase. In addition, companies are expected to further diversify their marketing channels, combining the effectiveness of social media with the reliability and control offered by owned channels such as corporate websites. With this hybrid approach, companies will not only have a advantage when generating leads quality, but will also help build a strong and trustworthy brand in today’s digital marketplace.
«Digital transformation is forcing companies to rethink their customer acquisition strategies, with social media and artificial intelligence as the undisputed protagonists. Furthermore, in an environment where data privacy is increasingly crucial, companies that manage to combine technological innovation with transparent practices will have the key to building long-lasting, trusting relationships with their customers. The evolution towards more personalized and efficient marketing is imminent, and companies must be prepared to adapt and lead this change.» explains Shelley Pursell, senior director of marketing for Iberia and Latin America at HubSpot.
