The way consumption decisions are made is undergoing a profound and irreversible transformation. A recent survey by the Z Institute reveals that 87% of Generation Z seek online reviews before making a purchase, while 74% have already bought products influenced by recommendations on social media. Broadly, 2023 data from Instituto Qualibest indicates that 25% of internet users who follow digital influencers consider their opinions decisive when making a purchase decision. These numbers demonstrate that digital influence, especially that exerted by content creators and affiliates, transcends virtual environment boundaries, directly impacting purchases made at physical points of sale. This transformation highlights the urgent need to revise marketing strategies, which have historically been 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Despite this new landscape, many companies still adopt outdated analytical models that do not reflect the growing complexity of the contemporary buying journey. The current consumer moves seamlessly between online and offline environments, sometimes researching on social media and shopping in physical stores, sometimes trying products in person before purchasing online via an affiliate link. It is a hybrid and non-linear behavior that challenges traditional paradigms of value attribution in marketing. The continuation of this methodological dissonance, insisting on evaluating the impact of influence based on clicks, impressions, or isolated conversions, compromises the brands' ability to accurately understand the true reach of their communication and sales efforts.
Furthermore, it is evident the shift of consumer trust: institutional advertising has been losing ground to personal, spontaneous, and humanized recommendations. Content creators, influencers, specialists, and affiliates have come to occupy the center of value perception construction. It's no longer about who has the largest paid media investment, but about who holds greater authenticity and credibility in front of the audience. This shift requires a profound revision of advertising logic, which must cease to be merely persuasive and become relational, contextual, and integrated. In this new context, affiliates not only promote products but also build relationships and shape decisions that impact both e-commerce and brick-and-mortar retail.
In this scenario, adopting an effective omnichannel strategy ceases to be a differentiator and becomes a competitive imperative. Companies that understand the importance of integrating their communication and sales channels—using resources such as QR codes that connect physical and digital experiences, sales tracking mechanisms influenced by affiliates, and coordinated campaigns across different platforms—are the ones that can truly keep up with the pace of the contemporary consumer. More than measuring results, these organizations build experience ecosystems that respect the complexity of purchasing behavior and maximize the potential of each touchpoint.
In summary, insisting on past metrics and strategies means neglecting a structural change in the market. The influence has become fluid, just like the consumer's journey. Brands that recognize this reality, invest in genuine relationships with affiliates, and develop systems capable of capturing the hybrid impact of recommendation position themselves ahead. They not only follow the transformations but also lead the movement that redraws the future of consumption.
