How Digital Technology Trends affect consumer behaviour
In 2021, traditional businesses realised that incorporating Digital is no longer optional, almost all marketing channels became Digital during the lock-down, and the Impact of digital marketing on consumer behaviour is shaping the industry by forcing businesses to adapt their digital marketing approach and strategy.
Businesses all across the world need information on consumer behavior. This is due to their ongoing desire to improve their shopping experience and, as a result, their sales figures.
Consumer behavior research allows them to gain a better understanding of market expectations. It also assists them in making improvements that would enable consumers to make more informed purchasing decisions.
The research includes data on what customers buy, where they buy it, and when they buy it. It also displays data on their purchasing intent, frequency, and other factors.
Most customers prefer not to be pushed to making a purchase, Paid advertising ROI dropped significantly due to many reasons, Facebook Advertising CTR is at its all-time lowest, less than 1%, Google Search Ads are being ignored by savvy customers who use other search engines or browsing in incognito mode, and the advertising costs are reaching new limits due to fierce competition for users attention.
The definition of Consumer Behavior
Consumer behaviour is the practice of understanding and analyzing individuals, groups, or organizations and all the activities associated with the purchase, how the customer journey flows, consumer use and disposal of goods and services, and how the consumer’s emotions, attitudes and preferences affect buying behaviour. Wikipedia
Consumer behavior data is required by businesses all around the world. This is because they are always looking for ways to improve their shopping experience and, as a result, their sales figures.
They can learn more about market expectations by doing consumer behavior research. It also helps them create enhancements that will allow customers to make better purchasing decisions.
The study contains information on what clients purchase, where they purchase it, and when they purchase it. It also shows information about their buying intentions, frequency, and other aspects.
The impact of Digital Marketing on Consumer Behaviour through marketing channels.
More time is being spent on social media platforms, with limited hours during the day for a plethora of Social Apps, content, things to follow and personalized ads, engagement becomes much harder to secure.
Social media users attention span is reducing year after year, and if you are still trying to sell through each post and statement, users are un-following and filtering their feeds to control relevancy, while Facebook algorithms are becoming smarter in detecting which posts to promote “organically” for a user to spend more time on the platform.
With variant types of content format, short clips are here to stay, if you are not producing content for different platforms then you are losing a big share of the market, users receive and digest content through variant methods, at least consider 5 main platforms, and keep an eye on Tik-Tok.
Search remains the best Digital Marketing Channel due to customer’s intent, and consumers are always looking online for products that they already consider, once you created awareness through social media, let your clients find you by being relevant to their search queries, disregarding where they are in the funnel, optimize your digital presence for informational and transactional search queries.
Search is not only text in 2021, optimize your webpages for all type of format, Video, Image, and Info-graphs.
Generally, Organic Traffic converts better, as fewer users are falling for the trap of Search Ads, or use other search engines like DuckDuckGo, Bing and Ecosia for privacy concerns regarding Google search dominance.
Due to the impact of digital marketing on consumer behaviour, customers are more demanding of online stores and digital purchases, the need for a strong eCommerce presence, with smooth and secure payment methods, fast delivery, and clear return policy that secures consumers rights is essential for businesses to survive.
Even small shops in underdeveloped countries are going for complete online stores to meet the demand of consumers, Shopify & Magento software are the dominant players in the e-commerce market, while Shopify is all about ease of use, Magento gives better control on customization, SEO, and design, but it’s more pricey and requires a dedicated web developer and a web-master to maintain.
Multi-Touch Marketing Channels
It’s not enough to be present on Social Media, ranking first on Google, or having an awesome website! if you are not relevant to customer’s journey online, you might lose them to a competitor.
You increase your consumer’s trust when they come across your brand in the Physical and Digital worlds simultaneously, consumers are more likely to click on a brand that they are familiar with.
Consumer purchase behaviour has evolved to become pickier when interacting with a brand online, online reviews show how extreme consumers are when evaluating a product or a service, relying on other customers opinions, and affected by what they read through their own search.
Reputation Management is a must even for local businesses, polishing your online presence and delivering exceptional quality, customer service and appealing to their expectations will be translated into positive reviews that strengthen your brand, increase customer loyalty, and encourage consumer spending, there is no way but to actually serve your consumers best to grow, the digital technologies forced the brand to become transparent online.
The Need for Personalized User Experience
Before 2010, almost all search queries would return the same results on Google, disregarding the Time of search, Location or language, with the arrival of Web 4.0, the internet got more complex as each user will reach a different result, customized to their browsing history and user profile group.
Profiling users got so advance that advertisers can laser-target their audiences for a more personalized experience, having the option to personalize the marketing funnel will have the impact of digital marketing on consumer behaviour.
Whether it’s Paid ads or organic content, keep your audience in mind when optimizing UX.
Customers became Savvy Researchers
One of the main effects of Digital Marketing on consumer behaviour is that normal customers who used to visit the first shop they come across, are now looking for products online for the day before visiting the physical store, reading other customers reviews, assessing prices, delivery and similar products.
Consumers have become notably impatient as their expectations for quick, efficient service have doubled as a result of technological advancements. They are exposed to genuine, real feedback on items and services through internet user reviews and forums.
Services and facilities that aren’t up to pace are unacceptable. Customers expect brands to reply to their questions as quickly as feasible. When consumers don’t get what they were promised, they vent their frustrations on public forums, negatively impacting a brand’s online reputation.
The wealth of information they obtain as a result of digital marketing has a significant impact on their purchasing decisions.
On average, most customers can tell the difference between organic and paid search results, will contact social media pages for more information, and comparing the quality of their purchase before contacting the supplier.
As the impact of Digital Marketing on Consumer behaviour, businesses are now required to produce informational content around their products, create extensive product descriptions, and detail all aspects of the products they sell, focus on organic, paid and social media parts of the customer journey to stay relevant in competitive markets.
AI, Deep Learning, Machine Learning Impact on Digital Marketing
Artificial intelligence has a significant influence in shaping consumer behavior, which should not be overlooked. It’s a strong tool that empowers customers to make smarter decisions.
The efficiency and feasibility that technology like artificial intelligence brings to the table drives digital marketing.
Artificial intelligence will undoubtedly have a significant impact on consumer behavior, since firms that use AI are able to promote their products and services more effectively than those who do not.
Because consumers are looking for convenience, they are more likely to choose such products.