Impact of Digital Marketing on Consumer Behaviour
Digital marketing has touched new heights with boom in smart phones and tabs, so much so that the ones who were not even close to this field are now willing to use this for their brand promotion. This era has almost everybody with a social media account and the ones without such an account are literally looked down upon for business purposes. So, the query that arises is of studying the consumer behaviour in digital marketing.
The following are some insights that might be useful for understanding the consumer behaviour in Digital Marketing:
Consumers set their own benchmarks:
With the emergence of digital marketing, it is not an easy task anymore to woo the consumers. What looks good to them is what really convinces them to go ahead with the purchase. They will make comparisons of your brand with your competitors and will go for the one that suits them the best in terms of all the elements. To match the consumer-set standards, every brand has to make sure to be on their toes and everyone has maintained its presence on the social media platforms.
Word of Mouth:
Word of mouth has been considered as one of the most powerful marketing tools, especially in the traditional marketing, where people used to take reviews from other people having knowledge or experience about the particular product or service. In digital marketing, word of mouth is done in terms of 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.
Reduced Consumer Tolerance:
Consumers expect an immediate reaction to their actions. They want a response to their queries clear and fast. It takes just a single viral post or tweet for a consumer to build or destroy a company’s or brand’s rapport. There are many platforms like Quora, Facebook, Twitter etc in digital marketing that consumers use to share their experiences with the brand. According to human psychology, consumers are more attracted towards the negative news/reviews and there are very few consumers who actually share positive reviews/posts. This issue of negative feedback is many times even misused by the competitors. To handle this situation, every brand should follow Online Reputation Management (ORM) Strategy, where you make interactions with the consumers to convert their negative image to the positive.
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 the consumers made way 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 make consumers switch for a new product? It is when the product competitors come out with better product features and better marketing strategies. With so many options available in the market, it becomes difficult for the consumers to become loyal and switching becomes easy.
Social Media Platforms:
It is the consumers that decide which social media platform the brand must use to expand its business. If the mass consumers are on Facebook, Snapchat, Twitter, Instagram, LinkedIn etc., it becomes mandatory for the brands to have their presence on these platforms if they want to be close to their prospects and 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.