Companies are increasing the consumers’ likelihood of making a purchase

Today, thanks to Internet, companies have a great possibility to make their products available worldwide and to reach as much consumers as possible. Using blogs, chat rooms, video, social networking website companies can create and maintain a relationship with their consumers and they can interact with them sharing their opinion, suggestions, complaints etc…

Every consumer relies on a specific type of social websites or company website for product and brand information. As a result, companies try to engage directly with them using this social network creating a great opportunity to not only reach more consumers, but also increase their likelihood of making a purchase. But companies should be very careful in using digital marketing tools because they have to consider the impact of online word-of-mouth that can affect the consumers purchase decision.

In Italy ecommerce websites struggling to get out the stage of comparison of products. In fact it is proposed an online consultation of the product for the next purchase in store, what in slang is defined infocommerce.
Today the sales strategies of company aims to consolidate brands. The ommunication of products put in the websites strengthens the brand and becomes a vehicle to test consumers behaviour and satisfaction of customers.

Companies not engaging in social media as part of their online marketing strategy are missing an opportunity to reach consumers.