Imagine yourself in the world ten years ago. At that time, Facebook wasn’t as stronger as it’s today, Amazon was famous as a book-selling site, and iPhone was in its initial state.
Also, in those days, our shopping behaviour was pretty much different from today. Most of us were depended on brick-and-mortar shops. Price comparison wasn’t available, and for discounts, we had to wait for once-in-a-while special occasions. Businesses, on the other hand, were focused on creative brochure design, TV, Newspaper and Radio Ads to reach the audience.
Well, that primitive shopping behaviour has now transformed. And, credit for this transformation goes to “digital marketing.”
About 55.1% of the total population of the world is on the Web. The number is growing day by day though. As a result, it has incited businesses to focus on digital marketing to reach their target audience. This practice even has helped them unlock the endless potential for exposure and revenue generation online.
Not only businesses but digital marketing has too some significant impacts on consumer behaviour. Let’s see how it influences a consumer’s buying behaviour.
- On-the-go Access
Consumers are no longer confined to a specific timetable to shop. They have continuous internet access which makes it easier to shop at any time of the day. Here, it’s important to note that a customer doesn’t need to visit a store in person. Hence, the on-the-go access saves their valuable time and money both. It also saves them from hassles like crowd and traffic jams.
That’s why some companies don’t shy away from highlighting “shop from the comfort of your couch” or “doorstep delivery” through their digital marketing campaigns.
Customers do like these ideas. That’s why they love shopping while binge-watching their favourite shows at home!
- Reviews first, purchase later
We often find some people complaining that they received different product than what they ordered online. Such incidents also get viral and become a news headline. In some cases, the product is the same, but the seller posts misleading pictures. Such things put a bad taste in consumers’ mouth. That has made consumers more aware. That’s why today’s consumers like to read the reviews of any product first and buy later.
Traditional marketing hardly highlights the review section, but digital marketing does. That has literally impacted the way customers shop around.
- Fluctuating loyalty journey
At present, businesses bombard a customer with hundreds of ads in a day. From scrolling through social media news feed to browsing the section of a news portal, wherever they go, they come across different ads. This has a significant impact on customers’ attention span. They feel being chased.
They evaluate a product or ad in a matter of seconds. If it fails to convince customers within a few seconds, then the advertisement or product loses their attention forever. It leads to fluctuating loyalty journey.
- The emergence of hard-to-please customers
Wooing customers is not an easy task. Digital marketing has even toughened it. They have quick access to comparison tools which help them choose a product that suits their needs best. Customers have set their standards and become hard-to-please than ever. Brands need to get into their shoes to match their exact needs!
- Top-notch customer experience
The prime impact in their behaviour is that they have become more conscious toward excellent customer experience. At present, they put more emphasis on pre and post buying experience. Brands like Designhill are coming up with several offers and post-sell assistance to satisfy each of their customers. What customers want is the foremost concern for businesses. That’s why they address their queries proactively on all channels including social media, email, and phones.
Consumers are now an integral part of the digital era. Their behaviour is ever-changing and expanding as well. Businesses need to match this changing behaviour to stay ahead of the competition.