Evaluation of Google weighs more than family at the time of purchase

With consumers ' attention turned to the internet, retailers have sought ways to interact and to stand out in front of the huge offer content in the digital environment. Among Brazilians, 51% of consumers claim to have more confidence in the information brought by Google which in the opinion of friends and family. The data is from a study by HubSpot, marketing, sales and customer service, and pointed out that 72% of those surveyed use Google to discover new brands and products. In second place in that category, the Facebook and Youtube (see the chart). This result is proportional to the social networks mentioned in the survey as the Brazilian tracks: Facebook (36%), Google (23%) and Youtube (21%). According to the Director of marketing at HubSpot for Brazil, Rodrigo Souto, not only totally online stores benefit from this transformation. "Consumers are searching for on Google only products that can be purchased on the internet, but also for items that can be purchased in physical store," explains. Learn to take advantage of the tools available in Google is part of the process of connecting brands with consumers. Shai says that update hours, website and phone in the business profile of the search engine's basic rule: "Retailers should not lose business because of something avoidable, as a wrong number." Disclosure one way retailers stand out in the search on platforms is to invest in the generation of content-the so-called inbound. To the Corporate Marketing Director of GS Group & Gouvea de Souza, Célio Martinez, companies should know that Google has algorithms that transform the search in business, but to ensure a good placement in the midst of so many competitors, it is necessary use the right words. "What happens in this story is the concept of necessity not recognized, which has the power to turn her into a sales conversion", explains. Social networks also enter in this story: Martinez explains that, to achieve the potential consumers, you must align the inbound with disclosure on social networks, mainly through bloggers and influencers. "You can't load the investment in just one format. I believe that the compensation of these two formats is a great bet, "he adds. The research pointed out also that 45% of respondents prefer to consume content brands in video. Both experts agree that the content type will depend on the company. "The idea of the kind of content that will be worked relies heavily on the ultimate goal of the company and the public what it wants to achieve," says Shakira. Martinez: "the video sometimes may not work for some kind of product or a specific audience." Reviews in addition to contact information, it is important to be aware of the evaluations made by users, which, today, can have significant impact and reach more people. In the vision of Shai, a negative review can repel a potential customer. "The modern consumer can leave to go to a shop evaluated with three stars because, probably, will give preference to a shop with best score according to the other users," analyzes. For Martinez, more important than returning part of the service's attention to support Internet users is the guarantee of humanization of this sector. The expert adds that there is a need for human care and not robots. "I refer to a communication tone closer to the customers, not only put people in attendance," he emphasizes.