Impact of digital marketing on consumer behaviour

Digital marketing has touched new heights especially in smart phones, tabs etc. This era has nearly everybody with a social media account and the ones without such an account are literally looked down upon for business purposes. So, the question that emerges is of studying the consumer behaviour in digital marketing.

Coming up next are some insights that might be useful for understanding the consumer behaviour in Digital Marketing:

Consumers set their own benchmarks:

With the rise  of digital marketing, it is not an easy task anymore to charm 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 in the social media platform. Brands should never again  be concentrating on their direct competitors, but instead focusing on how they can be better than the best brands their consumers are using.

Customer dialogue: Between social media and customer forums, buyers have the ability to both build and destroy brands. Word of mouth was, and still is, above all else. Customers have dependably been led by the opinions of friends and family, however nowadays this is corroborated by social media likes and testimonials. To settle on 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. Brand reputations can stand or fall which is based on the communication between consumers.

Loyality: Customers want value for money and will no longer just accept cheap products and services. Likewise, customers won’t accept overpricing or poor standards of customer service. Brands need to understand that today’s customers are open to brand switching and do not have the same level of loyalty as they once did. Customers demand superiority and are happy to pay for it

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 buyer to build or destroy a organisation’s or brand’s rapport. There are numerous stages like quora, Facebook, Twitter etc in digital marketing that consumers use to share their experiences with the brand. Consumers are more attracted towards the negative reviews and there are very few consumers who actually share positive reviews according to human psychology. 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.

Promotion: Consumers never again trust conventional information channels as they once did, and so consumer opinion and relationships are formed on other, digital based, channels. This has meant a complete move for brands to jump into digital and embrace conversation with consumers, which was previously reserved for personal comment and opinions. Customers 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.