With the boom of Smartphones and Tablets, Digital Marketing has reached a new high. People who were previously unrelated to the field are now learning about it and are excited for the same. The era has changed do much that if a person does not have a Social Media account, he/she is looked down on. So, how does a marketer gets to make use of Digital Marketing?
- Consumers now have their own benchmark of what “Looks Good”
With advent of Digital Marketing, the consumers are a troubled soul, they have different definition of “what Looks Good” to them. They will compare an FMCG product’s service with that of TV’s service. They expect one brand element to be equivalent to another brand’s element. There have been instances where people tweeted on FMCG companies’ handle on how let’s say Samsung has a better Quality of Service than what they provide. I mean these two products are far apart. But, consumer is King. So, now every company has to be on their toes now because, they are now competing with anyone and everyone on Social Media Space.
2. Consumer Tolerance is reducing at an alarming level
Consumer wants response as fast and as clear as possible. It takes merely one Viral tweet or post to destroy or build a company’s rapport. Platforms like, mouthshut, quora, twitter, facebook, etc. are being used by consumers to share their misfortunes that they had faced with a company. Negativity attracts people and this is human psychology. Very few users will put a grateful post on FB or Twitter. To tackle such situations, a brand must follow ORM strategy (Online Reputation Management). ORM is basically a management system where you respond to people who are talking about you. If they are talking good, then thank them and ask to visit your website. If they are talking negatively about you, ask them to chill and ask them to register a complaint on the helpdesk. Make sure that the helpdesk solves the problem because again the customer will go to Social Media, but now he/she would be even more angry! Such interactions create a positive impact on people.
3. Consumer Dialogue- Word of Mouth
Word of mouth is still one of the most effective marketing tools. Before Digital Marketing people used to ask elders, or people who have domain knowledge of the specific product they are about to buy. But, now the list has new entries like Rating, Reviews (User and Expert), Testimonials, etc. The decision of a consumer to buy a product, online or offline, they will first Google search it, then they will go to review sites and read what experts and users have to say about the product.
4. People are not afraid of experimenting
Gone are those days when people are afraid of using a new product and would use it only when somebody else puts a trust deal on the product. Now, a new product with good features and quality is lauded with applause by our consumers. Best example can be Renault Duster car. This car became national sensation in a very brief period of time. It was also not backed up by a trusted brand like Maruti or TATA. Experimenting concept prevailed and due to which many companies like OYO, Uber, Ola, etc. came to life.
5. Consumers are now switchers instead of Loyals
Loyalty in consumers is now an extinct feature. There was a time when people in India just had a trust in one brand in mobile phone industry, NOKIA. Now, NOKIA is nowhere to be seen. Likes of MNCs like Samsung, Apple is now being threatened by new comers like Oppo, Xiaomi, Gionee, One+, etc. Flash sales and people getting mad over these low cost ultra-features phones. Another close to home example is Patanjali, Baba Ramdev initiative. Patanjali has made MNC sweat. Colgate accepted that they have a new competitor in town. Patanjali as of now is a Rs. 5,000 crore company!
6. People use more than one Social Media channels now
It is not upto brands to decide which social media platform they want to be on. It is now decided by the consumers. If consumer is on FB, Twitter, Snapchat, Vine, G+, Tumblr, Instagram etc. brands have to be present there. They have to interact with people to create a buzz among them. Once a positive buzz is created, word of mouth spreads like fire.
Brand now cannot and should not avoid Digital Marketing.
The post Impact of Digital Marketing on Consumer Behavior appeared first on Social Media Institute; Delhi Internet Marketing Training | imetglobal.com.