Digital marketing has changed the way consumers now purchase goods and services. Businesses can no longer keep churning out generic marketing messages and hope for the best. Consumers are more sophisticated and tuned-in nowadays, so companies need to build relationships with their prospects through digital marketing channels.
Here are some examples of how digital marketing has changed consumer behaviour:
Before the emergence of digital marketing, it was virtually impossible to understand customer trends and preferences fully. Now it’s possible to build consumer profiles based on analytical data gathered from website tracking and email marketing. This insight provides marketers with valuable information to enable them to create marketing campaigns built around consumer preferences and segmented audiences.
Content aimed at an audience that has already displayed and interest will improve open rates and so lead to increased purchases.
Social media has transformed a brand’s ability to reach out to prospective purchasers. It provides all businesses with a channel in which to develop relationships and strengthen their brand. Consumers can now make an informed decision based on opinions from family, friends, and other users. They browse the internet, read reviews and testimonials, and then make a decision about a product or service.
Consumers seek value for money and won’t accept overpriced services or products, and neither will they accept poor customer service. They are less likely to remain loyal to a brand as they were before the onset of digital marketing. They will also happily switch brands if they think they are getting a better deal elsewhere.
Consumers today have limited patience, and they expect an immediate reply to queries. That’s the beauty of digital marketing channels – they can be fast and furious. It takes one tweet to build or destroy a brand’s reputation when consumers share their experiences online.
At Real Internet, we have bags of creative experience in the digital marketing world. We design thoughtful, responsive and practical websites in WordPress, which we host on secure, dedicated servers. We pride ourselves on our ability to take all of our clients based in Gloucestershire and Bristol on a successful journey into the digital marketing world.