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the so-called “social login”, which allows buyers to access pages and services using Facebook, Twitter or other platform logins, rather than being forced to open new accounts and provide more data. However, the use of this solution entails the loss of control of the data, leaving it completely in the hands of the social network. A potential customer will turn into future profits. A potential customer may be hesitant or not fully attracted to our company. Therefore, marketing management cannot ignore this customer and must guide the consumer to learn what he needs and to recognize the strong points of the brand . It is not about manipulating, but about an honest exercise that reflects the faithful image of the company and manages to persuade the client . The challenge is to adapt to changes in the market, recognizing potential customers and why they did not buy in the past, without forgetting loyalty through the strategic management of those customers who have already trusted us.
Confidence in online recommendations, key for Social Commerce Trust in the opinions of friends and family has increased almost 20% since 2007 Tags e-commerce recommendations social media social networks read later favorites validation, enrichment, analysis and activation Neither television commercials, nor banners, nor Gmail Email List promotional emails, nor advertising in magazines or newspapers… the source of information that consumers trust the most is word of mouth. A recent study by the research firm Nielsen shows that consumers do not trust advertising, or at least not as much as they trust the recommendations that other users or their friends make online. According to this study, consumer confidence in traditional forms of advertising has fallen by 24% in three years.
However, trust in the opinions of friends and family has increased almost 20% since 2007, reaching a credibility percentage of 92% . But trust in online opinions is not limited to those of friends and family, but those of other 'unknown' consumers are also positioned as one of the most reliable sources of information by consumers. Thus, 70% of those surveyed say they trust this type of opinion, which places them in second position in the ranking. Source: Nielsen Global Trust in Advertising Survey. These data are also added to the growth of information shared online, an activity that expands day by day becoming generalized among users. In this sense, the statement that exposes that the influence of the positive and negative information shared by users is gaining ground, being more decisive than ever to tip the balance before purchases, is confirmed.