The Internet has definitely changed over the past few years. Digital technologies and the Internet have, in fact, shaped how consumers behave and how they take the decision whether or not to purchase the products. With the increasing use of social media such as Twitter, Facebook, and other platforms, consumers now have an opportunity to share, contribute, and access information on the World Wide Web. It would not be wrong to say that the Internet has not only shaped the consumer behaviour, but also empowered consumers. Multiple consumers across the globe in fact, turn to the Internet to research about and look for specific products and services.
With the increase in information, adopting improvised marketing methods has now become critical for all businesses.
In this post, we’ve compiled four ways in which the Internet has transformed consumer purchasing behaviour. Let’s take a closer look:
- Consumers carry out thorough research
Gone are the days when customers often searched through catalogues to know more about a particular product, or asked their friends for recommendations. With the popularity of the Internet, consumers go online to research, read product reviews, and ask questions. The Internet is flooded with plenty of information that facilitates consumers’ final decisions.
It’s now difficult to persuade consumers through a dry sales pitch; customers, in fact, swing towards finding out detailed information through customer reviews and testimonials. It’s therefore, important for businesses to create a website with an easy user-interface and in-depth product information.
- Higher impact of social media
In recent years, consumers have become more cautious about their spending decisions. Therefore, it’s quite unlikely that businesses can influence the consumer’s purchasing behaviour by simply talking about their products. Rather, it’s important to make the right use of social media to motivate and convert users into consumers. Social media marketing has now become more about creating emotional connections with the consumers through engaging conversations and remarkable customer experience.
- Consumers expect impeccable store features
With the increased popularity of the Internet, it’s not enough to have all the products available in online stores. Rather, there are a number of other features that convince people to make the decision to purchase. Having in-store features such as efficient delivery, loyalty programs, etc., will convince the consumers to keep returning to your store. Therefore, adding a few benefits can give your business a competitive edge over your competitors.
- Consumer awareness
With the increased use of the Internet, creating a good customer relationship doesn’t end with just making a deal. Rather, it’s coupled with after-sales services as well. For instance, Review box, forums, chat rooms, etc., have increased the feedback loop on varied products. Therefore, it has become much easier now for consumers to get details on the quality of products and make a more informed decision. It’s imperative for businesses to carefully handle the negative social responses to maintain the credibility of the brand. It’s important in today’s cyber world as negative feedback travels much faster than positive ones.
As consumers now value quality customer relationships, it’s important that marketers abandon mass marketing and focus their interest on their target market segment.
In a nutshell, the evolution of the Internet has transformed how consumers purchase goods and perceive brands. With multidirectional flow of information, every consumer is now empowered to take more informed decisions. Though the process of marketing has evolved with the popularity of the Internet, the role and importance of marketing still remains the same. Its aim is to foster quality customer relationship that correlates with the changing consumer behaviour.