It is no longer possible to ignore the fact that there has been a dramatic change in the way people buy products today due to the Internet, the social web and the wide range of mobile devices with which everyone is always connected. Customers can use the Internet not just to get information about products, but also to see what other people say about a product or a service, both the positive and the negative opinions. It is true that customers have always listened to the recommendations of friends and acquaintances: this restaurant is good, that holiday hotel is great.
But while in the past, customers got such recommendations by talking to other people, today they are passed on through the social web on TripAdvisor, Facebook or in other networks and channels.
10 Ingredients for a Successful “System of Engagement” in Marketing
