If you are new to the business, this blog is for you. Start-ups using digital marketing started evolving in the late 1990s when people were thinking of innovative ways to promote their brands. This was a period when the internet had started taking a mesmerising place in the branding industry. It started with shopping on E-commerce websites and later spread like fire to other niches as well.
Did you know that digital marketing influences consumer behaviour too? We bet yes! Yet, you still need a basic reason for how it happens. Keep reading this article to know better and feel free to contact Esta Global for all your online marketing services in Kolkata.
How Does Digital Marketing Operate?
Online PR focuses on targeting a specific set of people known as ‘leads’. These are the segments who must have visited their website at least once in the past. Here are a few methods of online marketing.
- Website Design and Revamping
- Content Marketing
- Pay-per-Click Advertising
- Social Media Management
- Email Marketing
Here, the companies focus on targeting the people who spend most of their time on social media portals. They use different tactics and master plans to convert them into potential customers. This process is generally distinct and more beneficial than traditional marketing methods as it saves costs, time, and energy.
How Does Digital Marketing Affect Consumer Behaviour?
There are several ways in which digital marketing impacts the client’s behaviour.
- Increased brand awareness
Earlier, there were a lot of ads being shown on TVs, radios, prints, etc. These were filled with technical jargon and common people were unable to understand them. But, the new generation is not as tech-challenged as they were!
We are capable of using gadgets more frequently and easily. Nowadays, most of us watch our favourite shows on our mobiles. This has caused the PPC companies to conduct extensive research and analyse what modern people like. Hence, they now put up ads in native languages too, which their customers can understand. This has made the consumers trust them more.
- Varieties of choices are available
The previous generation didn’t like to experiment with products, like toothpaste, drinks, and so on. Now, people understand that these are more or less the same thing, it’s just that the brand is different. There were no digital media available and the big companies had to make huge investments to earn revenue.
Now, the tables have turned. Digital Marketing techniques have enabled even small and medium companies to stay on trend through industry-based research. There are different brands manufacturing the same products and people now have distinct options to choose from.
There are different pricing alternatives available which are not heavy on the consumers’ pockets. The customer support is lenient and the client’s queries are handled with utmost professionalism. This is an added advantage.
- Increased customer engagement
The companies which were earlier invisible to even the local public are now visible globally. All thanks to Public Relations! Customers have also got smarter about what they like and what they don’t. Companies understand this and are constantly bringing up innovations in the market to improve their clients’ experience.
They are interacting with brands through different forums. They’re following them on social media and talking to their friends about the brand. Word-of-mouth promotions are very well benefiting small and large businesses.
- People are relying on SEO
When searching for a product/service online, people generally trust those brands which have been ranked at the top. They also rely on the websites which come in the top 10 categories of the search results.
How do you think this happens? Yes, through Search Engine Optimisation! Had there not been digital PR, people wouldn’t be able to find their favourite brands online. Also, they had to visit physical shops to shop.
Online marketing has made it very simple for customers to shop from the comfort of their homes. Be it real estate or food delivery, everything is available with one click. This is the reason why there has been a surge in E-commerce practices lately.
- Consumers have become impatient
Now, multiple websites are ranking on a keyword. Suppose a person searches for ‘Best wrist watches under 1000’. Brands like Flipkart, Amazon, Meesho, and many others will show up.
The customer will compare the prices of different brands. If a web page is taking too long to load, they’ll quickly move to the next forum. This shows how consumers are getting impatient when their demands are not being fulfilled.
This wide range of options was not available before. The situation was more like a monopoly, where consumers had to choose a brand because of a lack of options. Now, they don’t have time to wait for a page to open and quickly move to the next site.
- Huge discounts
If you buy clothes from a shopping mall, you may have to pay between 1000 to 5000. You’ll get the same within 500 if you shop it online. This is the magic of online platforms. They offer mesmerising discounts on every item.
Moreover, they hold gigantic sales on every occasion, such as festivals or national holidays. They also get many items online that they can’t get offline. Brands create a personalised experience for their customers and send regular emails regarding their new launches or offers.
- Craving authenticity
The very first thing a brand should know before writing content or copy is to provide accurate and relevant information. For this, they have to conduct in-depth research and analysis of the trending topics in the market.
Why is this important? Because every time you share false information, the customers get turned off and lose faith in your brand. It will impact your overall image and people will stop buying your services.
Customers now seek positive testimonials before trusting a brand.
In this article, we talked you through some points regarding how digital marketing impacts consumer behaviour. PPC companies have played a crucial role in uplifting strategies and master plans of branding. You can always turn to Esta Global for your PR needs, be it designing or content strategies.