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10 Facts – How Digital Marketing Affects Consumer Behavior?
Digital marketing has definitely transformed the way consumers search for information, research and make purchases. The goal of digital marketing from a marketer’s perspective is educating the consumer and ensuring that their specified brand is the first one that consumers consider but inadvertently, digital marketing has been able to transform the way consumers behave. Here are varied ways on how digital marketing affects consumer behaviour.
1. Price comparison is at an all-time high
Digital marketing has allowed consumers to structure price comparisons at an advanced sense. This is to say that more consumers are willing to evaluate the offers they have on the table and go for the one that adequately covers what they expect and addresses the need they have as far as the products and services are concerned. Since every brand is striving to position itself in a better standing in the eyes of the target audience, the consumer has the power to make comparisons.
2. 80% of consumers depend on digital media for product awareness
Digital marketing has led to more consumers depending on the digital platform for product awareness. The target audience considers digital media to be the initial touch point that facilitates the acquisition of information about the specific products and services. Through digital marketing, it is possible for the consumers to achieve product awareness and grow their capacity as far as the relevant information is concerned.
3. Consumers are more open to switching instead of staying loyal
One of the factors that have been driven by digital marketing is openness to switching between brands. More consumers have utilized digital marketing as a way to get more options on the table which means comparison and acute product scrutiny. Digital marketing has therefore impacted the consumer behaviour by making it okay and viable to switch products and services instead of staying loyal to a single brand as long as the select brand satisfies the need.
4. Consumers create their own benchmarks
Digital marketing influences consumers to search for the information and collect data on websites. This is always in a bid to create a benchmark of quality and consideration that will guide the shopping experience. With extensive information being supplied by the digital marketing platforms, consumers get to have varied versions of products and services that they can consider. It is the varied definitions of what they are to settle for in the products and services they seek that informs the benchmark they set for what they need in the products and services they go for.
5. Leads to experimentation
The advent of digital marketing has led to more experimentation where people are not afraid anymore to try the new products. Businesses and products with convincing digital marketing campaigns are increasingly being favoured by consumers who are willing to try them out and provide a review for the rest of the consumer market.
6. Shoppers move from foot traffic to online traffic
Digital marketing attracts online traffic and ensures shoppers move away from going to shops and bringing foot traffic to physical shops. Digital marketing has pulled people towards the online setting facilitating the ecommerce movement which means all parties strive to have a favourable online presence.
7. Consumer tolerance is rapidly reducing
What would be referred to as a downside of digital marketing is the fact that consumer tolerance is rapidly reducing. Consumers have grown less accommodative when it comes to tolerating any negative experience they have on the online platforms that businesses host. Product reviews make up 67% of consumer purchasing decision and with one negative review, consumers lack the tolerance to give the business another chance. Consumers need responses and want to have clarity as fast as possible and anything hindering that is intolerable.
8. Direct purchases from digital marketing platforms stand at 52.3%
Initially, purchases were done on physical shops and from specific websites but digital marketing has made it possible for consumers to make direct purchases from digital marketing platforms. All platforms handling digital marketing are responsible for 52.3% of sales done on the online platform which means more consumers are receptive of the idea of convenience brought about by the digital option.
9. Triggers consumer dialogue
Digital marketing has contributed to consumer dialogue where consumers are able to make their feelings and considerations made to the other consumers. Through the ratings, reviews and testimonials, consumers are increasingly voicing their opinion and letting their voice be heard as far as matters relating to the products and overall experience are concerned.
10. 62% rely on website experience in decision-making
Consumers are increasingly relying on digital marketing to identify with the relevant websites and appreciate the website experience. If the web experience does not meet the demands coupled with the digital marketing angle, decision making is impacted which means consumers are not only judging businesses on their products but on the value of their digital marketing campaign.