Marketing has changed more in the last five years than in the last 50, and the rapid progress doesn’t show any signs of slowing down since the appearance of Digital marketing.
Each day, the world becomes more digital – we do most of our banking online, view our news on our phones, and even read books on e-readers.
1. What is digital marketing?
Digital marketing encompasses all marketing efforts that use an electronic device or the Internet. Businesses leverage digital channels such as search engines, social media, em, and other websites to connect with current and prospective customers.
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond.
2. How does digital marketing impact customer behaviour?
In just the past few years, mobile searches have exceeded desktop searches. Now, Google factors mobile-friendliness into its algorithm.
- 77% of customers read online reviews before making a purchase
- 3 million advertisers now use Facebook to reach their customers
- 93% of purchases made by online shoppers are influenced by social media
- Online sales from cyber Monday topped $3 million in 2015-the list goes on
All of these figures show that customer behavior has been changed.
Purchasing behaviour is changing
If customer needs something, they can go online, find exactly what they’re looking for, and have it in just one day. Or, if someone is curious about a product or service, he or she can research online, read reviews from other buyers, and watch product demos, make comparisons of your brand with your competitors and will go for the one that suits them before purchasing.
Word of Mouth
In digital marketing, word of mouth is perceived as reviews of experts and users, ratings, testimonials, etc. To make a decision about a particular product or service, they will first do a research on Google, will review the sites and give a read about the brand.
Consumers Are Always Experimenting
In the past era, consumers had trust issues before going for any new product or service and would trust only on the feedback provided by the experienced consumers. Era has changed and so the mindset of the consumers. Consumers are now welcoming new products with fresh and good quality features with applause. This experimenting behaviour of consumers made ways for many start-up companies like Uber, Oyo, Ola, UrbanClab, Olx etc., thanks to digital marketing for creating awareness and having easy access to these services.
Consumers Becoming Switchers
Consumers in the past era trusted one particular brand in a particular industry. For example, in the mobile industry, Nokia was the only brand consumers always trusted; but now, it is nowhere seen. What makes consumers switch for a new product? It is when competitors come out with better product features and better marketing strategies. With so many options available in the market, it becomes difficult for consumers to become loyal and switching becomes easy.
Social Media Platforms
It is consumers that decide which social media platform a brand must use to expand its business. If mass consumers are on Facebook, Snapchat, Twitter, Instagram, or LinkedIn etc.; it would become mandatory for brands to have their presence on these platforms if they want to be close to their prospects and take a step ahead of their competitors, by interacting with their consumers and creating a buzz of their brand among them.
Being a part of digital marketing era, one has to be ahead of their competitors to match the consumer behaviour and match their expectations level.
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