According to a CNN study, it is believed that 16 companies related to the internet are created every hour. And according to data from google, 84% of users use web resources to get informed before buying a product or service.
This data is only the tip of the iceberg. From what we can tell, in the near future, online purchases will be as common as going to the store.
Furthermore, studies point out that the number of users that connect to the internet from mobile devices grew 16.6% each year since 2010, and that it will continue growing at the same rate until 2015. At this rate, in a lapse of three years, the amount of users that access the web by phones and tablets will be greater than those who access it by computer.
On the other hand, today the web gives us the possibility of accessing an unprecedented amount of content that needs to be processed. This information is massive and spontaneous: correctly analyzed, it could allow us to get to know the market much more precisely than what can be seen using traditional media. So, user profiles will no longer be based on demographic characteristics and will be more personal, giving a more concrete way to offer a product that is of interest to each consumer.
Lastly, online recommendations are increasingly important in the purchasing decision. According to a study from Cone Communications, 89% of users believe that online channels are trustworthy when searching for opinions about products and services.
What I can assure you is that the traditional communication and advertising media are slowly losing their power of persuasion when faced with online platforms. The era of the “monologue,” as a model of communication, is being replaced by the era of interaction and dialogue.
This post is also available in: Spanish
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