The way consumption decisions are made is undergoing a profound and irreversible transformation. A recent study by Instituto Z reveals that 87% of Generation Z seeks online reviews before making a purchase, while 74% have already bought products influenced by social media recommendations. More broadly, 2023 data from Instituto Qualibest indicates that 25% of internet users who follow digital influencers consider their opinions decisive at the time of purchase. These numbers demonstrate that digital influence, especially that exerted by content creators and affiliates, transcends the boundaries of the virtual environment, directly impacting purchases made at physical points of sale. This transformation highlights the urgent need to revise marketing strategies, historically based on linear and fragmented metrics.
Despite this new landscape, many companies still adopt outdated analytical models that do not reflect the growing complexity of the contemporary purchasing journey. Today’s consumers move fluidly between online and offline environments—sometimes researching on social media and buying in physical stores, other times trying products in person before purchasing online via affiliate links. This is a hybrid and non-linear behavior that challenges traditional marketing attribution paradigms. The persistence of this methodological dissonance—insisting on evaluating influence based on isolated clicks, impressions, or conversions—undermines brands’ ability to accurately understand the true reach of their communication and sales efforts.
Moreover, a shift in consumer trust is evident: institutional advertising is losing ground to personal, spontaneous, and humanized recommendations. Content creators, influencers, experts, and affiliates have taken center stage in shaping value perception. It is no longer about who has the largest investment in paid media but about who holds the greatest authenticity and credibility in front of the audience. This shift demands a deep revision of advertising logic, which must move beyond mere persuasion to become relational, contextual, and integrated. In this new context, affiliates do not just promote products—they build connections and shape decisions that impact both e-commerce and physical retail.
Faced with this scenario, adopting an effective omnichannel strategy is no longer a differentiator but a competitive imperative. Companies that understand the importance of integrating their communication and sales channels—using tools like QR codes that connect physical experiences to digital, mechanisms to track sales influenced by affiliates, and coordinated campaigns across different platforms—are the ones that can truly keep pace with today’s consumers. Beyond measuring results, these organizations build experience ecosystems that respect the complexity of purchasing behavior and maximize the potential of every touchpoint.
In short, clinging to outdated metrics and strategies means neglecting a structural shift in the market. Influence has become fluid, just like the consumer journey. Brands that recognize this reality, invest in genuine relationships with affiliates, and develop systems capable of capturing the hybrid impact of recommendations position themselves ahead. They not only keep up with transformations but lead the movement reshaping the future of consumption.
