Digital marketing gets its influence and impact mainly from the fact that it can customize the user experience to suit their particular requirement and preferences. The biggest benefit of online advertising is that marketers can provide personalized content to its current user base and target audience based in their behavior online. Such behavior can also be tracked using different tools of digital marketing, the most suitable example being Google Analytics. Consumer behavior is what actually gets sales. Therefore, it is very important for companies to keep that in mind before coming up with any sort of marketing strategy. If the strategy is not something that ties in with how a consumer behaves, it will not work.
The main point of the discussion is that consumer behavior mainly drives digital marketing. This is because digital marketing, as a field, thrives essentially on harnessing the consumer behavior patterns together into a series of well-set marketing plans that can directly give consumers what they want through online platforms. What this means is, we use our own experiences with consumer behavior to devise the most appropriate digital marketing strategy. The basis for this blog is the very understanding that all our digital marketing strategies are primarily based off consumer behavior. The branch of economics that deals with this is called behavioral economics. In this blog, we will have a look at how so many of our internet marketing tactics are based off behavioral economics.
Something as basic as highlighting the words FREE and DISCOUNT while displaying ads or social media posts goes on to show how we do incorporate consumer behavior insights into our strategies, even if we might not be aware of it. Posting on a certain time of the day, using certain words in caps, mentioning call-to-actions, and many such cardinals of digital marketing are all based off what shall attract the most to consumers. If we were to buy something, we would instantly click on an ad that says ‘FREE shipping’. Thus, when companies have such consumer-friendly deals and offers, they’d highlight it on a priority basis in their ads or content.
Even the whole premise of search marketing is based on consumer behavior that translates into keywords being searched for on the internet. For such keywords, brands later optimize their content so that their websites are ranked on SERPs when those specific keywords are searched for. Thus, SEO is indirectly based on behavioral economics. Now that we have understood one example, let’s look at some other digital marketing tendencies that use behavioral economics.
Content marketing strategy facilitates the gradual building of familiarity and loyalty with a brand. As a consumer, if I am seeing more and more useful content of a brand that I initially did not know about, I will slowly start trusting them and familiarize myself with them. When this happens, I would get habituated to them enough to actually buy their products, in a spirit of knowing them more. This is the consumer psychology used to develop a content strategy. In order to further the process of a consumer habituating with a new brand, even a website’s layout is designed in a way that it is mobile compatible, easy to navigate, and so on.
Consumers are rarely risk takers. They work on the reference authority, wherein they would consider something legitimate if someone else has used it and recommends it. Once they see a person taking the risk and benefitting from it, consumers don’t mind taking the leap. Based on this behavior, using testimonials, case studies and influencers becomes an integral part of digital marketing services.
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