EVOLUTION OF SOCIAL NETWORKS. SOCIAL NETWORKS AS AN EFFECTIVE DIGITAL MARKETING TOOL FOR THE COMMERCIAL DEVELOPMENT OF NATIONAL CAMPAIGNS (2018-2019)

Abstract

Digital marketing has brought about a revolution in communication. One of the fastest growing digital marketing tools are the social networks that have caused a change in the communication habits of people. Nowadays, Social Media platforms are essential for the communication of differents brands with their users. Through this research, we intend to know the effectiveness (in terms of engagement, brand positioning and sales increase) of this digital marketing tool for the commercial development of companies in Spain during the last two years and how advertising campaigns that are carried out through social networks influence the decision to purchase from users. To do this, we analyze three specific cases that have been developed in this field through the content analysis methodology where we study and evaluate the results obtained from each one of them. One of the most important conclusions of the study is the importance of experiential marketing in networks, if we manage to "thrill" and "enthuse" our followers, with the axis of communication around them, we will achieve greater engagement, loyalty and sales increase.