How has digital marketing changed customer behaviour?There are a lot of analyses about how digital marketing needs to keep changing to stay up to date with today’s customer. How has exactly what we do impacted consumer behaviour?Technology has altered behaviour Prior to we take a look at how
digital marketing affects consumer behaviour, we need to acknowledge that the beginning point for this modification came from technology.Whereas the consumer journey used to follow a number of uncomplicated paths from awareness to factor to consider to acquire, now the process is far less linear.Previously, a consumer would recognize a need or see a paper advertisement, visit a store or consult with a seller, compare items available in shop or in a pamphlet, and decide to purchase.Today,
clients have the entire internet at their fingertips. They might see countless ads each day, they have friends and influencers advising this item and that, and they have the common ‘fear of losing out’set off by shiny social media profiles.The factor to consider stage is not simple, either. Online evaluations, suggested items, sponsored items and ‘people who looked at this also liked …’engines all add up to more option and more information.What preceded– consumer or marketing?As smart phone searches overtook desktop searches, Google began to aspect mobile-friendliness into its algorithm. Digital marketers bore in mind– we made responsive sites a higher top priority in our
SEO strategies. As customers moved their conversations to social media, brand names followed.But those are examples of consumer behaviour affecting digital marketing– and there are plenty more examples like that. However does it go the other way, too? Does exactly what we do as online marketers affect how our customers behave?Yes, but not constantly in the methods we ‘d like With the expansion of digital marketing strategies, consumers have definitely adjusted their behaviour. The problem is, in a lot of cases it’s a way to obtain away from exactly what we’re doing.Ad-blockers are on the increase, to mitigate against a portion of the approximated 5,000+ marketing messages the average individual sees every day. The more we market, the more users discover a way to conceal those adverts.We’ve provided
more choice, and they’re exercising it. Our parents and grandparents might have relied on personal recommendations and brand commitment for their buying decisions, however today we have a lot more details. Consumers search– they bounce from product to item, brand to brand name. They don’t have to take a look at one product when we’ve made it as easy as possible for them to find plenty more.They anticipate more from brands than ever before.
We followed them to social networks, and they expect us to be offered on those platforms. Not do they have to phone throughout workplace hours if they have an issue or a concern– they can tweet at a brand in seconds, no matter exactly what the time of day. And if we’re not there to react, they can discover somebody else who is.Consumer behaviour and digital marketing go hand in hand. We change something in action to their behaviour changing. They adjust or change something else. We create new experiences and with those, brand-new expectations.Smaller brands and organisations need to adjust, too. They may not have the power, the reach or the budgets of big brands, however as the digital world gets bigger and more impersonal, there’s a home for old-fashioned client service. There are a lot of consumers searching for a more authentic experience– take the
increase of craft breweries and local food. They’re out there waiting on a brand name they can believe in.Of course, you’ve still got to use digital marketing methods to discover them.