Tendencias de Marketing Digital 2024

Digital Marketing and Communications Trends for 2024

As we look ahead to 2024, the digital marketing industry continues to evolve at an unprecedented pace. Adapting to and anticipating emerging trends is essential to any marketing strategy that aims to be relevant and effective. Here are the top trends that will shape 2024, giving you the insight you need to develop effective digital marketing and communications strategies this year.

1) Mastering Artificial Intelligence Marketing and Machine Learning
With the emergence of AI over the past year, we've seen its integration become a central part of digital marketing. From content personalization to task automation and predictive analytics, AI is enabling hyper-personalized user experiences and more efficient and effective marketing operations. In 2024, we expect to see even broader adoption of AI, with innovations that continue to push the boundaries of what's possible in consumer interaction and understanding.

2) Rise of Video Marketing: Shorter, More Impactful
Video content is still king, with platforms like TikTok and Instagram Reels leading the way. Short, creative, and easily consumable videos are key to capturing the diminished attention of digital audiences and communicating messages effectively and quickly.

3) Integrating Virtual Reality (VR) and Augmented Reality (AR) into Marketing Strategies
This year, VR and AR are moving from niche to mainstream marketing tools. From virtual product trials to immersive brand experiences, these technologies are poised to enrich customer interactions with innovative brand narratives.

4) The Rise of the Micro-Influencer: Authenticity and Engagement
While big-name influencers continue to thrive, micro-influencers are gaining ground. Their ability to foster highly engaged and targeted communities makes them ideal partners for brands seeking more authentic, effective influencer marketing.

5) Sustainability: A Brand Narrative Imperative
Sustainability is no longer just a preference, it's a requirement. Consumers are demanding brands that demonstrate a true commitment to sustainable practices. This year, we expect to see more companies integrate sustainability not only into their operations, but also into their brand narrative, communicating their sustainability efforts and achievements in a transparent and authentic way.

6) Prioritize data security and user privacy
Data privacy and security has become a key issue as consumers become more aware and concerned about how their personal information is handled. Companies should focus on strengthening their privacy policies and security measures, while maintaining open and transparent communication with their users.

7) Podcasts: An increasingly powerful engagement tool
Podcasts continue to rise, offering brands a unique platform to build deep and meaningful relationships with their audiences. This year, we will see more companies incorporate podcasts into their content strategies, leveraging their ability to communicate messages in an intimate and personalized way.

8) The Metaverse: A New Horizon for Innovative Brands
The Metaverse is beginning to materialize as a digital space where social and commercial interactions can take place in entirely new ways. Pioneering companies that begin to explore and establish a presence in this emerging space will be able to capitalize on opportunities to connect with their audiences in revolutionary ways.

2024 is shaping up to be a year of great opportunities and challenges for brands in the digital space. At Global Healthcare, we are excited to be your partner in this digital journey, helping you incorporate these trends into your strategy to ensure your brand not only keeps up, but leads in this exciting digital future.


The Future of AI: Revolutionizing the Healthcare Industry

Artificial Intelligence (AI) is rapidly becoming a transformative factor in a wide range of industries. The healthcare sector is experiencing immense change thanks to AI-driven innovation. In this article, we will explore how AI will impact the healthcare sector and, perhaps surprisingly, how it can be a real asset.

AI is here to revolutionize healthcare; from more accurate diagnoses to the development of new drugs, the technology is changing the way we approach healthcare. AI algorithms can analyze vast amounts of medical data in seconds, identifying patterns and trends that might go unnoticed by doctors. This not only speeds up the diagnostic process, but also enables more personalized and effective treatments.

So, it's natural to wonder how artificial intelligence will affect healthcare jobs. While we are likely to see changes in the way certain tasks are performed, AI is not necessarily a threat to healthcare professionals. Rather, it can be a tool that improves their efficiency and accuracy. Doctors can focus on making important decisions while AI handles more “routine-oriented” tasks, such as analyzing medical images or managing records. In this way, it could be the solution to many of the industry's current challenges. Automating processes and assisting in decision making can lead to more accessible, affordable, and higher quality care.

If you are interested in taking advantage of AI in healthcare, it is important to understand a few key aspects. First, familiarize yourself with the fundamentals of AI, such as machine learning and natural language processing. Then explore specific applications in healthcare, such as AI-based medical diagnostics, health data management, and telemedicine.

Artificial intelligence is playing an increasingly important role in the healthcare industry, and its impact on jobs is a key issue. But instead of fearing AI, we can see it as an ally that can improve the quality of healthcare. For those interested in entering this exciting field, understanding the basics is the first step towards a future where AI and healthcare work together for the benefit of all.

At Global Healthcare, we want to guide you through this learning process so you can get started with AI.

Chatbot, prompt, algorithms, machine learning, deep learning, data mining, artificial neural networks... are words and basic artificial intelligence concepts that are already commonplace. And yes, you should be familiar with them! Visit www.globalhealthcare.es/inicia and we will explain what these terms mean and what their purpose is!

IA


5 digital marketing trends for growth in 2021

The digital world is growing by leaps and bounds, multiplying its complexity. Digital tools are numerous and diverse and, another factor to consider; trends or fashions that shape digital marketing and the way forward.

Having visibility and making a difference, that's what it's all about. More and more entrepreneurs and businessmen decide to take the digital leap, they know it is the only way to stay in the market and be competitive. However, this is not an egg that will be fried, but responds to a digital strategy and an overall marketing plan.

If you are developing or optimizing your marketing strategy, you should know the digital trends that will mark 2021.

  1. Integral personalization of content:

Although this is a trend that has been repeated in recent years, in this 2021 it has become clear that it must be done with purpose. It is not about sending an email that personalizes the name of the recipient and maintains a standard message. It is about offering content that the user is really interested in and that responds to their needs or interests. Offer them the product they are looking for at that moment, based on the characteristics of the searches they have made.

Artificial intelligence and marketing automation are two perfect tools to get the most out of personalization and segmentation.

  1. Lead Loyalty and Community Building:

Like content personalization, loyalty has been on the rise for years. Building a consolidated database or consistent social community is not an easy task and requires resources and effort. The user must feel a part of the brand's actions and that his or her opinion matters.

In social networks, surveys and questions that show a willingness to listen have a great impact. Email can be used to send discount bonuses to the most active users or birthday greetings. The perfect ally for good loyalty is the CRM, so it is important to build a consolidated database on which to base communication actions.

  1. User-generated content:

If there is something that has triumphed since the confinement, it is the TikTok challenges; and it is that brands have opted to create content and that the users themselves are the ones who make it viral. A perfect way to get closer to users, create branding and awareness, and reach new audiences. The new generations are born with a smartphone and a TikTok account under their arm, social media consumers and content creators. This has led to increased investment in advertising strategies that focus on content creation, so that the user participates and ends up generating their own content.

  1. Digital Out of Home or Digital Out of Home Advertising:

Today, more than ever, the user's reality is a combination of the online and offline worlds. To achieve the ideal impact on the user, it is necessary to take into account the presence in both realities.

Digital Out-of-Home Advertising is the integration of digital marketing messages into offline channels such as billboards, streets, transportation... An example of a store that has both offline and online presence would be to send an offer via mobile to users who are within 1 kilometer of the physical store to redeem on the spot.

  1. New ways of seeing: 3D and AR

Augmented reality and 3D animation are already a well-established trend, especially in the field of scientific communication for physical events, which will have to be considered in the coming months as we gradually return to face-to-face meetings.

AR, for example, makes it possible to breathe digital life into training rooms, congresses, bike rallies and other events through integrated storytelling that users can navigate live. In fact, through immersive graphics, it is already possible to recreate environments that simulate physical presence and create virtual reality and sensory experiences that help create memorable impacts.

On the other hand, increasingly sophisticated 3D animation tools allow us to show scientific content from a very close and interactive perspective. More and more laboratories and scientific companies are betting on showing the MOA of their products from a novel, interactive and very effective point of view, which for now is differentiating and achieving high quality content impact on healthcare professionals.


5 Tools for your Digital Strategy

Would you like to be competitive and thrive in the marketplace? If the answer is yes, you will need a strong digital presence. The digitalization of brands is not a plus or a trend, it is a must. The traditional and offline actions are no longer as effective as they used to be, due to the complexity and diversification of the market. The solution for brands is digitization.

But where should you start? Start with a digital strategy. This article gives you 5 tips to create an effective strategy.

Once you have established the foundations; you have identified your target audience, their needs, where they are and how the interactions have to be, it's time to gather the necessary tools and start working.

We leave you a proposal that may help you as a starting point:

Tools for a Digital Strategy

Begin with Content Marketing, this will be the backbone of your strategy. Create, design and spread relevant and attractive content for your audience. You can use different resources: Infographics, videos, podcasts, articles, downloadables, ebooks....

Once you have defined the valuable content, design an email marketing program. Program an automatic welcome email for users who register on your website. Offer monthly content to bring leads to your website, where they can read the latest published articles, download an infographic about tips or access a podcast or relevant video.

You need to appear in search engine results. If you are not on Google, you are nobody and it will be difficult to get traffic to your website. You may combine organic techniques by using the right keywords with paid techniques, in order to appear in the first pages of results. This is a good showcase to offer your services.

Move your content on social networks and create community. Keep in mind that you should not have a presence in all social networks, but in those where your audience is and are beneficial for the dissemination of your content and services. Combine organic publications, after planning, with paid campaigns to reach potential customers.

Analyze, analyze and optimize. This is a fundamental and transversal element throughout the entire digital strategy and implementation. Remember that the continuous measurement and optimization of the different processes allows the achievement of the best results and boosts growth.

Now you have the necessary ingredients to work on your strategy and focus on growth. Do you have any doubts? Do you want to start this journey together?


Do I need a Digital Marketing Strategy?

Do I need a Digital Marketing Strategy or is an Ad on Instagram enough?

Do I need a Digital Marketing strategy or is an Ad on Instagram enough?
Do I need cutlery or is a spoon enough? The answer is simple; you need cutlery so you can grab a spoon or the necessary silverware at any given moment. The same goes for Digital Marketing. You need a Digital Strategy to be able to make use of the right tools depending on the needs or objectives.

Individual actions as one-off campaigns on Instagram to promote a specific product have no value. You can just throw money in the trash and it's going to have the same effect. So where should I start? The best thing to do is to start from the very beginning: Reflect, think about your challenges, problems or goals and work globally on a strategy that goes to its source. At Global we suggest the following steps:

5 Steps to create a Digital Strategy

1. Identify your target
Describe and envision the user for whom you are going to satisfy a need. Users should be the main focus when it comes to generating valuable content.

2. Define your challenges and objectives
Analyze the problems you want to solve and set the objectives that will allow you to be selected in a highly competitive market. The most common objectives are:
-New customer acquisition
-Customer loyalty
-Brand positioning in the market
-Sales increase

3. Identify your digital environment and find out where your audience is located
Find out which channels users are present in, and how to satisfy their needs by making use of these digital platforms.

4. Choose formats that best suit your users
Discover the formats users prefer to receive information based on the value it brings them.

5. Establish the digital tools you are going to use
Social Media Marketing and Social Media Ads, SEM, SEO, Content Marketing, Marketing Automation... It will depend on the strategy.

Continue your journey with us and discover the tools you need to move towards success.


Branding: How to successfully manage your brand image

Branding is the process of defining and building a brand. It includes the planned management of the graphic image, communication character and positioning. It works on both tangible and intangible elements of the company to provide the target audience with a homogeneous vision of the brand with a value proposition. Thanks to branding, companies develop a corporate identity and a general communication model, adding value to the brand and differentiating the company from its competitors in space and time.

The goal is to position the brand in the consumer's mind and become the top of mind in the industry. To achieve the right differentiation and competitive advantage, the need to create credibility and trust must be addressed, and the brand's values must be emphasized at all times in order to strengthen and differentiate the identity of the products or services.

Corporate branding consists of five basic elements: naming, identity, positioning, loyalty and brand architecture. But before you start thinking about what color palette to choose for your logo or what tone to use to engage your audience on Twitter, you need to stop and look at the big picture.

In this article, we will explain what a brand strategy is, why you should develop one for your company, and what the keys to success are. Such strategies are always long-term and aimed at achieving specific goals. A strong and coherent identity must be developed to highlight the brand's attributes.

Here are twelve keys that every brand must have to be successful:

  1. Create a value proposition based on the values of the company.
  2. Define a clear purpose and communicate it, both externally and internally.
  3. Define the attributes of the brand and its added value.
  4. Work consistently on brand positioning in all channels.
  5. Create a homogeneous corporate identity and an identity manual.
  6. Develop a solid and consistent corporate image.
  7. Create an effective, simple and easy to memorize slogan.
  8. Define what the company's voice will be and what tone it will use.
  9. Connect with your audience by creating lasting emotions and positive reinforcement.
  10. Work with business flexibility and reap a good working environment.
  11. Create a style guide that reflects how the brand should look in any scenario.
  12. Reward customers for their loyalty and work on value creation for them.

For a company to become a market leader, it must create and maintain a good brand strategy. It will not be an easy process, but it is the only way to achieve the right differentiation and success. The power of brand image is what makes a company unbeatable and should never be neglected.


How to use Instagram for your digital communication strategy

In 2023, Instagram will still be a very important social network for digital marketing. However, there have been some changes in how it is used and how its algorithm works that need to be taken into account. In order to develop an efficient digital communication strategy and achieve a good ROI, it is important to know which formats work best and how to make the most of the algorithm.

In this article, we'll tell you which are the most recommended formats and give you some tips on how to make your digital communication strategy as efficient as possible.

Instagram has a wide variety of formats, allowing users to choose the one that best suits the message they want to communicate. Currently, we have the following types:

  • POST. Image published in the feed. Although these have traditionally been the basis of the social network, they currently have less reach than a reel or carousel. However, they are still a very useful format to communicate messages to our followers, since there are a variety of options when designing them.
  • CAROUSEL. Post up to 10 images in the feed, allowing the user to scroll horizontally to see the content. This format has great reach because it grabs the user's attention and invites them to browse through the images in the carousel.
  • STORY. This format lasts 24 hours and has a wide range of options: links to websites, tagging/mentioning accounts, adding geolocation, conducting polls, asking open questions to our followers, etc. In addition, if there are stories that we want to last longer than specified, there is the option to leave them highlighted under the BIO to make it easier for users to access this content each time they want to access it.
  • VIDEOS/REEL. This format has a much higher reach than posts in the feed, as Instagram's algorithm allows it to reach new profiles that are not followers. The videos we used to publish as posts in the feed will now appear in Reel format. To make the duration longer than 90 seconds (what is allowed as a Reel), there is an option to upload a video as before and it will automatically be uploaded as a Reel. The vertical format is the most popular among the users of this social network.
  • LIVE. Instagram allows you to broadcast in real time with your followers, with the option of reading comments to generate interaction. This option is ideal for inviting followers to live online a specific event or day. This way, they can participate and generate interaction.

The key to effective communication on Instagram is consistency. When a brand wants to communicate a message to its followers, it is not enough to do it from time to time, but to focus on the importance of creating a community by disseminating relevant content frequently.

To do this, it is important to know and understand the target audience, what they are looking for or expect from brands or companies, and to reach them with valuable content at the right time.

It is also important to create content plans before creating publications in order to organize content and engage followers with timely and interesting content. It is important to take this approach before publishing in order to maintain the essence of the brand, take care of the hashtags and the messages to be conveyed.

Every digital strategy is different, and every client is unique. Therefore, it is essential to understand the objective of the communication and, from there, to accompany you with the necessary know-how to implement your strategy effectively.

Global can be your partner in the development of a digital communications strategy for your brand.


Why you should include influencer marketing in your digital strategy

Today, influencer marketing is a very important tool within social media outreach campaigns. This type of marketing consists of establishing a collaboration (paid or free) with influencers in a specific sector or field. The goal is to collaborate in the dissemination of specific content to promote a product or brand, increase the audience of a campaign and achieve greater reach. In short, influencer marketing allows us to promote focal points of the relationship between consumers and brands.

But what does it mean to be an influencer? In the different social networks we can find several examples of influencers, from celebrity profiles, tourism accounts, chefs, nurses, veterinarians, etc. There are celebrities who have become influencers, but this is not always the case. Being an influencer means being able to influence, reach followers with credibility on the topic they specialize in, providing opinions or comments on different brands and/or products or on a specific topic. Each influencer works daily to maintain and nurture their community of followers, providing content of value and interest to their audience.

When a brand launches a broadcast campaign on social networks, it should consider influencer marketing as part of its strategy, as it can lead to greater online visibility, brand awareness and better KPIs.

However, it is important to keep in mind that there are different types of influencers that can be grouped into two broad categories:

  • MICRO-INFLUENCERS: These are profiles with between 1,000 and 50,000 followers. Because they have a smaller audience, they are perceived as more credible figures. These profiles tend to have an active community of followers, so they generate high engagement.
  • MACRO INFLUENCERS: Their accounts have more than 100,000 followers. These are profiles that have a greater reach due to their large number of followers and are usually very professional influencers, so they generate credibility.

Depending on the campaign, it is advisable to use one type of influencer or the other, or a mix of both. It is very important to keep in mind that their audiences are different, in terms of number of users and topics, so before choosing an influencer it is important to make a study of the current KPIs, as well as other key information for the campaign to be carried out.

On the other hand, it is always advisable to work with profiles that share the values of the brand, so that the presentation is as natural as possible and always in line with the pillars of the brand.

It is also very important to take into account the positioning of the product to be shown, as it is necessary to avoid that users lose confidence in the brand and that it loses authenticity. Product placement must be carefully analyzed to ensure successful results.

At Global, we are happy to help you plan a broadcast strategy for your brand and work with you on your future campaigns.


Digital Marketing and Communications Trends for 2023

As the end of the year approaches, many of us are starting to wonder what the digital trends of 2023 will be, what our consumers will expect and how we can plan our business strategies accordingly.

Here are the trends that will mark the new year, so you know how to plan your communications and digital marketing strategies in 2023.

 

TIKTOK ADS

It's no secret that TikTok is a social network with a high level of engagement, a wide reach and a large number of users that are growing exponentially. This is why it is considered a good channel to generate awareness and brand consideration.

This social network allows for ad campaigns similar to Facebook but allows for greater segmentation to reach the desired target with advertising. In addition, there are many different ad formats that provide options for message delivery and customization for each business.

Considering that it is a widely used platform today, it is advisable for your company to join the digital transformation and start communicating and creating content on this social network if it is not already doing so.

 

PRESENCE IN THE METAVERSE

 To understand this trend, it is important to first understand what the Metaverse is. This new digital world consists of a virtual space that extends the physical world into the digital world. It is similar in style to video games, but its purpose is different. The metaverse aims to replicate our everyday realities in the digital world through the use of virtual reality (with virtual reality devices), creating an immersive space that allows the user to enter this new world through their personalized avatar.

Through interconnectivity, it will be possible to carry out social activities in different universes, with the possibility of moving freely from one space to another. It will also be possible to carry out industrial development work for companies interested in the sector.

Among the first companies to start betting on this new digital world is Facebook. Mark Zuckerberg (CEO of Facebook) announced in 2021 the transformation of his social networking company into a metaverse company, presenting Horizon Workrooms, a virtual reality platform for teleworking and changing the name of his company to Meta.

But it is not the only company looking to enter the metaverse. Although it is not yet 100% created, it is advisable to bet on communication and the creation of campaigns in this new digital world. Until its launch, we can research the subject and expand our knowledge for this not-so-distant future.

 

NATIVE ADS

Another trend for 2023 is native advertising. According to Cyberclick, native advertising consists of "ads that adapt to the online medium in which they are published. Their main characteristic is the way they are displayed, always adapted to the environment in which they are found, avoiding being invasive for the user" (Cyberclick. "Native Advertising").

We can find different formats for this type of advertising: advertising on websites, on blogs, suggesting content similar to the one the user has accessed in order to attract his attention in a more natural way. The main advantage of this typology is that it is not perceived as an advertisement since it is integrated into the digital environment and respects the format and style of the web page in which it is located.

If your brand is not yet using this type of advertising, we recommend working with this medium to reach potential customers with content in a less invasive way. By using native ads, you can improve brand perception, reach audiences that do not normally respond to traditional advertising due to its saturation, receive a higher volume of traffic compared to other ad formats, and enjoy other benefits.

 

PODCASTS

Over the past few years, podcasts have become increasingly popular, and their audience has grown steadily. This format offers flexibility to the user, as it is a program available on online platforms that can be listened to at any time and as often as desired.

By frequently uploading content in this format, you can build user loyalty by providing them with relevant and valuable information. It is also a great alternative for attracting prospects, convincing them of the program, and generating quality leads. It is recommended to complement podcasts with other social networks in order to reach all the brand's followers and distribute them properly.

In short, it is important that brands consider this format as it can help them build customer loyalty, create a sense of trust with users, provide a different content that allows them to deliver the message with voice and personality, and increase brand awareness.

 

For this new year, it is recommended to rethink digital communication strategies. Faced with such a changing landscape, it is important to know how to use the tools in the best possible way to take advantage of the opportunities that arise.

At Global, we would like to accompany you on this digital journey. We can help you integrate these tools into your brand so that you are not left behind and are prepared for this new scenario.


What is mHealth and why is it important to the healthcare industry?

Mobile Health, also known as mHealth, refers to the use of mobile devices (tablets, mobile phones, monitoring devices, etc.) to manage health, covering the different phases that affect patients: prevention, management, diagnosis, treatment, and follow-up.

The mHealth is part of the digital health ecosystem, eHealth, so it is an element of great importance to take into account by those brands in the health sector.

Today, we live with the rapid growth of information and communication technology, and we can observe its permanence and improvement since the Covid-19 pandemic. The eHealth sector is also in a growth phase that parallels the rise of technology. mHealth makes it possible to reach users more directly and allows them to participate more actively in their own health by providing them with tools that help them understand the importance of a healthy lifestyle.

Currently, many mHealth users connect to available applications through smart devices, such as a smart watch, sensor-enabled sneakers, monitoring bands, and others. Through these devices, real-time data can be collected from the user, allowing for the creation of a record of information and contributing to Big Data.

The use of big data can help to cover the different stages that patients go through, due to the large amount of information that it handles. In this way, patient care services can be perfected and improved, providing greater accuracy and quality.

Among the benefits of mHealth, we can highlight the following:

  • Accessibility. Users can easily access various mobile applications without having to go to a hospital, clinic, or medical center. This allows them to view their medical history, get test results, schedule appointments, and more from the comfort of their own home.
  • Ease of use. Because mobile applications are similar to what users already know and use, they are easy to use with an intuitive user interface (UI).
  • Personalization. Having a digital record of each patient's medical history allows for a more in-depth understanding of the patient, optimizing consultations and improving diagnoses.
  • Speed. Information is updated faster, enabling early detection and prevention, as well as real-time patient follow-up.

Given that users are frequently connected to mobile devices, it is convenient for healthcare companies to take advantage of this opportunity. In this way, they will be able to be present in the daily lives of patients, accompanying them in each of the important phases (prevention, management, diagnosis, treatment, and follow-up) and improving their healthcare.

If you are interested in discovering the world of mHealth, we will be happy to help you plan a strategy and discover together the future of healthcare.