A digital revolution and the explosion of platforms social media have profoundly altered the factors that influence consumer action as they go about their business. purchasing decision. When considering products and services, the public reads reviews onlineIn addition, consumers compare prices and search for offers using mobile devices. After the purchase consumers become themselves evaluators and require continuous follow-up with brands. Although companies have access to terabytes of data on all these behavioral changes, many still fail to answer the fundamental question: how exactly is our audience influenced?
More and more interactions between brands and their audiences the most relevant element in communicating the brand's message and conducting the relationship with potential buyers supported by this type of insightsIn this way, the organization can create models for allocating marketing resources and focus its attention on different points of interaction. This makes it possible to make more effective decisions regarding marketing strategy, both by audience segment and in relation to specific situations in the product/service life cycle.
Organizations are aware of the growing importance of contact points such as mediaeven if they don't understand the true magnitude of their effects or how to influence them. An in-depth analysis of the process of communicating with the public serves to shed light on the channels and messages that really influence consumer behavior. This obliges marketing professionals to be ready to use the findings and results to counteract less positive situations and make more profitable marketing investments that definitely influence purchasing decisions.
