5 Impacts of Digital Marketing on Consumer Behavior

Since the evolution of the new media, the world has never been the same. Now we have multiple of options to choose from with regards to purchasing services or products. We’ve been so addicted to smartphones and tablets that we can hardly take our eyes off them. The statistics obtained from Statista say so too, the number of internet users globally has surpassed the benchmark of 3.5 billion. The fun fact of being able to market a product online over the internet is that one can literally scream about their brand in an appealing way to all over the world without getting any hindrance. Another figure obtained from Statista says that till the year 2019 the number of digital buyers is predicted to go up till 2 billion. A B2B marketing agency called Blender claims that 67% of the buyer’s journey is now done in this vast digital space. Let’s take a look as to how digital marketing impacts consumer buying behavior.

Consumer Behavior & Digital Marketing

• Ease of comparison: When you are a consumer scouting a particular product online you shall obviously have a look at other similar products. They get a wide array of options to select from before making the purchase. Sometimes these individuals have been influenced by the reviews posted about a service or product by another buyer. Online reviews are very crucial to make your brand look among your contemporaries. Nowadays consumers go through even the social media pages of your respective companies, so it’s very important to maintain a strong and customer-friendly image on these platforms.
• Prompt responses: Once a person has already purchased or become a customer of a brand he/she shall definitely want steady responses from them relating to queries. One tweet or a comment on your company’s Facebook page can ruin your reputation if you don’t pay heed to customer servicing properly. Companies should adhere to Online Reputation Management technique in order to respond to people who are talking to them. In this strategy, one can acknowledge people who are praising the company and satisfy the people complaining against them by requesting them to register their complaints separately. 
• Better referral generation: People still believe in word of mouth to a great extent. Before they decide on buying something they shall always ask their family or peers if they’ve used the respective item before. Same goes with the kinds of stuff being sold online, the reviews, rating, and testimonials from other people who’ve been a client of the company affect the mindsets of the potential consumers. Word of mouth is trusted more than advertisements, people are smarter to realize that in ads companies shall preach about themselves but they don’t have the scope to do so in receiving reviews. The two things which influences purchase decisions are search engines and word of mouth. Therefore it’s necessary to provide a good consumer experience to clients so that the companies can generate a good referral customer base.
• Desire to try something new: Nowadays people take risks and aren’t afraid of trying something new when it is made available online. A new product with new features and quality makes the same impact on the minds of the consumers like the other existing products. Digital marketing can rekindle the interest among different audiences online to make a purchase of a new product. Companies now use appealing online marketing strategies to draw in more and more buyers.
• Consumer loyalty is difficult to gain: At this fast-paced digital age if you wish for gaining consumer loyalty then you are in a wrong intuition. Gone are the days when people used to trust one particular brand for purchasing a product. There are so many brands competing against each other online that no company can retain being in the same leading position for a long time.

Written by: Agnes Tom

List Source: European Consumers Lists

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