Mass Marketing

Until now, large audiences could only be reached through television. However, television had no way to ensure that all viewers were potential customers. The internet served as a channel that facilitated and accelerated new forms of marketing and communication among young people. Furthermore, social networks changed the rules of the game by allowing brands to have control over who could access their advertisements. This way, brands can make sure that those who access their advertisements are receptive and interested in their products. 

Digital social networks have also enabled horizontal communication between people with a speed, penetration, and reach never before seen. Social network users have surpassed the 5 billion mark.  

The massiveness of social networks has grown exponentially since their creation. Currently, more than 70% of the world’s population uses a mobile phone, which continues to be a highly influential factor in how advertising circulates and how users communicate with each other.

• Worldwide user growth has increased at a rate of more than 1 million new users every day.

Social Networks are Increasingly Listed among the Top Marketing Mediums!

When comparing media systems, online videos, social networks, and televisions have a reach well above the rest. If we compare consumption volumes, social networks have a reach similar to that of broadcast TV and radio put together. 

New Search Formats and the Massiveness of Brand Discovery!

The evolution of media has caused the emergence of new behaviors, and new ways of informing and sharing information.

Among these behaviors is the way people search for information online, which is becoming increasingly diverse. The use of voice search is a format that is steadily increasing, especially among smartphone users in low- and middle-income countries.

Similarly, the use of image recognition tools has already become an essential consideration for marketers in many parts of the world, especially in Latin America and Southeast Asia. 

Nearly three-quarters of internet users aged 16-64 say they turn to social networks when researching products and services they are considering buying, making ‘social search’ one of the key opportunities in the coming years.