Digital marketing strategies focused on social networks. Systematic review

Abstract

Introduction: Social networks have become a very powerful commercial tool for companies. Using it strategically can boost sales, improve online presence, and build customer loyalty. The objective pursued in this scientific article is to analyze digital marketing strategies focused on social networks during the last five years. Methodology: For the study, the authors were based on a systematic review of the literature that addresses the relationship between digital marketing strategies focused on social networks. The methodological guidelines of the PRISMA method, published in the period between 2019 – 2023, were followed. Results: Currently, social networks have acquired a central role in digital marketing, offering companies the ability to deploy creative strategies and attract the attention of their target audience. Effective customer relationship management (CRM) and the building of emotional bonds stand out as essential elements to achieve the successful propagation of advertising campaigns on these platforms. Conclusion: The impact of digital marketing on social networks has been transformative in various aspects. There has been a notable increase in the global reach of brands, allowing them to connect with audiences worldwide. The interaction between brands and users has seen significant growth, driven by the proliferation of multimedia content and consumer engagement. This makes it easier for organizations to more effectively publicize their products or services on a broader scale, thanks to the impact generated on social networks.