Digital marketing has stepped in as new form of marketing with the rise of the internet and social media. It has surpassed the print, electronic, audio and OOH marketing. Rather, it has explored and covered such aspects of consumer behaviour that were previously unknown. With advent of AI, now more personalised marketing campaigns can be curated.

Digital marketing of products or services refers to the promotion, sale and purchase of products or services on the Internet. The platform might be different but the result is the same. The decision to buy a product or a service online is usually influenced by digital marketing.

The decision or the process of how a person buys any product or service is called consumer behaviour. It refers to the reaction that a consumer of a product or a service shows when a product or service or its promotion is done in front of the consumer.

Want to tailor your digital marketing strategy to match today’s consumer behaviour? Book a free consultation with Qastco’s experts and start transforming your brand’s impact.

How Digital Marketing Affects Consumer Behaviour

As connectivity has evolved through social media and the internet, he marketing through these mediums has also evolved. Now, it has a great impact on consumer behaviour and consumer decision-making. Businesses have so many aspects and touchpoints to influence the consumer for the favourable decision of purchase.

Consumers are More Informed

Digital marketing has made the consumers more informed and aware. People know about the stuff they are buying or planning to buy. It has given immense knowledge to the consumers. Today, if a consumer decides to buy a smartphone, they can search for it on Google, read reviews on social media and ask for suggestions, find comparison videos, and visit the company websites for details as well.

This information has changed the way the consumer behaves. Now they make informed decisions and criticize openly and they are aware of their rights.

Digital Word of Mouth

A digital word of mouth is an important part of digital marketing. It has a great impact on consumer behaviour. People follow their role models, influencers and other people to know about a particular product or a service or rely on their recommendations. Also, it can ruin a brand if there is negative publicity of it is not handled properly.

Brands and Customer Mutual Interaction

Through digital marketing, brands can interact with the consumers themselves. Consumers love to interact with the brands they love. They prefer them, keep an eye on their changing offerings and spread good word of mouth for them. Based on this interaction consumer act differently while making purchases.

Conversely, the brands are also listening to what consumers have to say. Digital marketing besides as a disseminator serves as eyes and ears for the brands. It helps in collecting data, feedback, reviews, suggestions etc. which are precious to design and develop solutions and offerings. Also, consumers act with more loyalty when they feel heard.

Use of SEO in Digital Marketing

Search engine optimization and search engine marketing have a great impact on consumer behaviour. This is because it is mainly targeted at what consumers are searching for. Websites can place cookies and track search trends.

Based on that data, businesses design and target the consumer with relevant ads through digital marketing, effectively affecting the consumers’ behaviour. This practice finally results in conversions and sales.

Customized Buying Experience

In the realm digital marketing, businesses through sign-ups and memberships can design and present customised shopping experiences to the consumers. This affects positively the consumers, and they become repeat customers.

Brands try to reach consumers through all points like WhatsApp marketing, search engines, social media, etc. It creates a unique and personalized experience for the customer to keep them engaged and make them repeat buyers.

Driving Impulse Buying

One significant impact of digital marketing on consumer behaviour is encouragement of impulse buying. The businesses use such eye-catching visuals and show the products which are based on their search history, trends, like-dislikes etc.

When a customer sees a product, the recall simply pushes them to buy. Also, in ads sense urgency through time-ticking clicks, and a call of action is created to make the consumer act on impulses, resulting in increased conversions and revenue.

Keep the Consumer Engaged and Affected

In short, digital marketing is a new tool which has a great impact on the minds of consumers. Nowadays, through digital marketing businesses have a lot of touchpoints which surely convert just visitors into repeat buyers. These touch points work mutually with the cooperation of users as well.