The contents generated by consumers represent a valuable opportunity for change for brands

Yaravi López-Petersen, Head of Sales of the Electronic Commerce division of Ciao participated yesterday at OMExpo, the online marketing fair, with its presentation “Key indicators of success in E-commerce”.

The first part of the paper focused on explaining the importance of KPIs or key indicators of the success of an e-commerce campaign. The fundamental premise is that each client considers what is the objective he wants to achieve, from that point, to set the indicators of success, since “without a measurable, specific, achievable and realistic objective there can be no KPI”, he pointed out. López-Petersen.

Social shopping and content generated by users

In a second part, the Ciao Sales Manager spoke about the importance of the contents generated by the users as an opportunity to know how consumers see brands and what opinions they have of them. Whether favorable or unfavorable, advertisers should consider these criticisms as a direct dialogue with the consumer and, therefore, as a valuable opportunity to change and control their online reputation.

According to data from Mediascope Europe, 64% of consumers trust the assessments, opinions and recommendations that other users make through forums, blogs or other publications on the network. In addition, 50% consider price comparison websites as a source of reliable information such as Ciao.

As pointed out by López-Petersen, the Spanish market has a great potential for growth in terms of electronic commerce since Spanish users are very active and like to inform themselves and participate in opinion platforms before making their purchases. So much so that according to figures from an online survey conducted by Ciao, 71% of Spanish Internet users indicate that online opinions and recommendations influence more than classic advertising or sellers.

“It is important for merchants to integrate their online business into portals that work with user-generated content, since engaging in dialogue with consumers and integrating them into brand strategy means seeing them as participants that can bring new knowledge and experiences that enrich both other users like the brand itself “, concluded Yaravi López-Petersen.

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