Tag Archives: Digital Marketing

Social Media in Spain 2014: How Internet Mobile has changed the social landscape

Marta Rodriguez
Marta Rodriguez

Social Media in Spain 2014 – time for dramatic change. Due to a substantial growth on smartphones and tablet sale the social media landscape has moved on to a new high. As a Spanish MSc Marketing student at Salford Business School, UK, I notice that consumers spend an average of four hours a day online, more and more through their mobiles and tablets. According to a Comscore report, the number of users of smartphone and tablet in Spain increased by 70% last year and more than 4 million Spaniards own a tablet. Companies should take advantage of internet mobile marketing in Spain, as Mobile E-commerce is bound to be a future trend in Spain.

Teenager segment: Twitter beats Tuenti

Spanish social media network Tuenti has lost 58% of its users in the second half of 2013. Most of them are moving to Twitter. One of the reasons of this change is the greater interactivity of Twitter and the growth of Internet enabled Mobile phone. Besides, Tuenti is associated with teenagers, while Twitter isn’t. However, Tuenti is expanding to Latin America, so it still can recover its position.

Twitter in Spanish
Twitter in Spanish

Instagram is the new Fotolog

Tuenti’s users have also moved to Instagram, because of the synergies with Facebook, its new owner, and the growing number of smartphones and tablets at the moment. Although Instagram is “The King” amongst the younger public, Tumblr is also starting to get popular, as Fotolog once was.

LinkedIn grows in a professional niche

LinkedIn is growing as the professional option and so is Google +, although Google’s social network lacks in interactivity, even if the number of users is growing. LinkedIn has more than five million of users in Spain and it is thought to grow in 2014 due to the slow economic improvement.

Videos and TV

Apparently, Spaniards spend quite a lot of time watching videos and socialising on their mobile phones, over the EU average. 2013 has been the year of viral videos. Leisure and entertainment are the most demanded contents, followed by news and viral videos. That’s why some companies have used YouTube viral videos in their promotion strategies.

Microblogging + guerilla marketing = Menéame

meneame screen shot
meneame screen shot

Blogs are very popular in Spain and microblogging site Menéame is a way bloggers see their posts reach boosted. Basically, it is a news aggregation service where users decide the relevance of the content. So, bloggers send their stories to Menéame (“shake me”, in Spanish) and the posts with more votes get published and quickly spread via Social Media. Quite often Menéame stories become trending topic on Twitter. This website is related to guerrilla marketing communication, as they publish the information which conventional media don’t usually divulge. So, it is a niche for non-profit organisations to see their messages published.

It’s a great time to invest in Digital Marketing in Spain. What is your opinion about the developments in Spanish Social Media? Share your feelings with us.

What would your ideal masters degree in digital marketing include?

Do you work in digital marketing or want to study in this area? What do you think should be offered as part of the course that teaches you how to develop online marketing campaigns? What should be taught and how should it be taught?

Please use this unique opportunity to share your views on what a future digital marketing course should cover. Get in-touch with the team developing the Joint Master in Digital and Social Media Marketing.

Why should I talk to the digital marketing masters team?

Your thoughts will feed into an international partnership (JEMSS) of 5 European universities and two commercial organisations currently developing this new Joint Masters degree in Digital and Social Media Marketing. The course aims to offer students the opportunity to study and work in at least two European countries. It also aims to offer degree certification from at least two universities – giving students a joint masters certification.

Who are the partner universities and companies?

The results are analysed by the JEMSS project partners. Being led by Salford Business School, University of Salford, UK this survey will influence the new course on how to become a professional in International Digital Marketing.

JEMSS project partners
JEMSS project partners

Partnership countries includes: Salford Business School – UK, Kaunas University of Technology – Lithuania, University of Lodz – Poland, University of National and World Economy (UNWE) – Bulgaria, CITY College – Greece, expert digital marketing recruitment agency The Candidate – UK and international advertising agency Ilyan.com – UK and Bulgaria.

What do you already know?

The team are now engaged in extensive consultation with both potential students and companies that might be interested in offering student internships, placements and work opportunities. The initial findings include the top 10 international digital marketing skills.

Top 10 international digital marketing skills

These 10 international digital marketing skills identified at a brainstorming session at Salford Business School on the 16th December 2013 are:

  1. Search Engine Optimisation
  2. Social Media Optimisation
  3. Analytics and Return on Investment (ROI)
  4. Creativity
  5. Soft Skills
  6. Client Management
  7. Awareness of International Market differences
  8. Hands on practical experience
  9. T shaped education
  10. Adaptability

This list was proposed by the following digital marketing industry representatives who attendees this brainstorming session:

This new joint masters course in international digital marketing is due to start in the next two years.

How can you take part in this project?

If you are a company representative and interested in becoming a partner providing placements and internships in digital marketing, please contact Colin Telford colint@thecandidate.co.uk from the digital marketing recruitment agency The Candidate.

If you are a University representative and interested in offering this programme in your university, please contact Dr Aleksej Heinze – a.heinze@salford.ac.uk, at Salford Business School, University of Salford.

If you are thinking of becoming a student please subscribe and follow the developments on becoming a digital marketing professional and make sure you leave your email contact details.