Think about how many times you go Facebook a day. It happens so frequently that sometimes we don’t even realize we log on or click on the app. “Let’s face it. When we wake up, the first thing we usually do is check our Facebook,” said Jomer B. Gregorio, who runs a startup digital marketing business and is a professional Internet marketer in the Philippines. “No matter who you are or what you do, social media is a part of your life whether you realize it or not.”
That fundamental change to people’s routines is driving big changes in how companies market themselves to consumers. Digital technologies — and the massive amount of data social media services and websites collect about their users — now allow companies to target potential customers based on their demographics, including location, income, age and occupation.