According to the study presented

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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 experimenting through digitalization with new ways to attract and retain customers , with a special focus on social networks, as well as other digital channels.

In this context, HubSpot has presented its study “State of Marketing 2024”, prepared based on a survey of 250 marketing professionals from Spanish companies. One of the conclusions is that companies are strongly inclined to use social media as the main channel to attract new customers. As the data shows, 48.4% of the companies surveyed identify social media ads as the most effective channel to attract 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 media as a key tool for attracting new customers reflects a notable change in consumer behavior, who spend more and more time on social media. Faced with this change, companies have found it necessary to come up with new marketing strategies, prioritizing digital channels to maximize the reach and effectiveness of their campaigns.

In Spain, Instagram is the most widely used social network by companies, with 64% adoption, followed by TikTok , which already has 58.4%. On the other hand, platforms such as Snapchat and Tumblr are the least used social media platforms, with an adoption rate of 10.8% and 8.8%, respectively.

Businesses are turning to Instagram and TikTok for their ability to generate high levels of engagement among young, active audiences , while Snapchat and Tumblr have lost steam in recent years due in part to their lower user base and narrower focus on content and features.

On the other hand, corporate websites and blogs remain a fundamental pillar in the digital strategy, with 37.2% of companies considering them essential for lead generation . 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 bring in terms of credibility and reach.

Data protection and AI adoption
One of the main challenges currently faced when it comes to increasing digital presence is data privacy. 40.8% of consumers in Spain are concerned about the security of their personal information , which poses a major challenge for brands. That is why companies that can guarantee transparency and data protection will have a competitive advantage in building customer trust and loyalty.

On the other hand , the integration of artificial intelligence (AI) and automation is transforming the way companies work, allowing them to achieve levels of efficiency and advanced personalization. At this point, tools such as chatbots and automated segmentation systems manage to optimize interactions with customers, managing to adopt responses and solutions to their specific needs in real time.

by HubSpot, currently 60.4% of companies have already incorporated these technologies into their marketing strategies, and that percentage is expected to continue to increase as organizations recognize the tangible benefits of AI to improve the accuracy and impact of their marketing efforts.

The future of business
Among other conclusions of the study “State of Marketing 2024”, 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 netargentina whatsapp lead works and content strategies. However, the growing concern about data privacy could mean a change of rules in the game in the coming years.

Looking ahead, investments in technologies that improve user security and privacy are expected to 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 proprietary channels such as corporate websites. With this hybrid approach, companies will not only have an advantage when it comes to generating quality leads , but will also contribute to building 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 marketing director for Iberia and Latin America at HubSpot.

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