DIGITAL MARKETING ON SOCIAL MEDIA: EVOLUTION, STRATEGIES AND CONTEMPORARY PRACTICES

Abstract

Digital Marketing in Social Networks: Evolution, Strategies, and Contemporary Practices – Social networks have evolved from simple interaction platforms into central elements of digital marketing. This article provides a comprehensive and critical examination of the trajectory of marketing on social networks and its main contemporary strategies, based on Denise Prestes’ eBook (2025). It begins by reviewing the historical evolution of social networks – from the emergence of early online communities to today’s mobile ubiquity – and how this context has transformed the relationship between brands and consumers. Next, it explores content and influencer marketing as strategic pillars to engage audiences, together with targeted advertising leveraged by advanced data and algorithms. Issues of digital ethics, including transparency, privacy, and combating misinformation, are analyzed in light of growing public scrutiny. The role of online communities and reputation management is also discussed, underscoring the importance of building authentic connections and proactively handling crises. The methodology is a conceptual review that bridges theory with current practices. The integrative analysis highlights how these dimensions interconnect in contemporary digital marketing practice, while also pointing out challenges – such as the need to balance personalization with privacy and innovation with responsibility. It concludes that success in social network marketing requires a holistic and ethical approach in which quality content, authentic influencers, intelligent targeting, and community building work in synergy to create sustainable value for brands and society.