Free and easy access to information in the age of the internet has changed the way we consume.
We have powerful search engines in our hands, working at full steam to offer us exactly what we are looking for. Algorithms analyze our preferences and need to impact us with relevant ads. Companies are present on social media, enabling interaction between brand and consumer. For that is important to know the digital consumer behavior.
The fact is that the digital world has revolutionized consumption. Now it is up to companies to understand what impact this has on the behavior of the current buyer. To understand consumer behavior, brands must seek answers to the following questions:
- Who buys?
- Why buy?
- How do you buy it?
- When do you buy?
- Where do you buy?
- How much do you buy?
- How do you use it?
The Digital Consumer Buying Process
The purchase is not an isolated event, but rather an action that happens after going through various stages. We can define them in four main ones:
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Learning and Discovery
At this stage, the consumer has an interest in a topic, however, they do not yet know that they have a problem or need.
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Recognition of the Problem
Here the consumer has already delved into the subject and perceives that has a need.
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Consideration of the Solution
At this point, the consumer has already mapped the possible solutions and begins their evaluation process based on their priorities, the expectations they have about the solution, the resources they have, etc.
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Purchase Decision
Finally, the consumer chooses the most appropriate solution to satisfy their needs and makes the purchase. All these stages transmit to us various data regarding the consumer.
It is these data that allow companies to explore consumer behavior and generate ways to reach them and encourage them to buy, either by creating content, building their reputation on the Internet, interacting with the public via social networks, investing in branding techniques, etc.
What Factors Influence Digital Consumer Behavior?
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Search for Solutions on the Internet
The digital world has provided consumers with independence in their search for information. If you have a need, in a few seconds you can search for the best solution in articles, videos, forums, and more.
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Invasive Ad Rejection
Traditional advertising has already saturated consumers enough that we continue to do so on the internet. Invasive ads should be avoided if you want to maintain a good perception of your brand.
Inbound marketing techniques (focused on attracting and conquering the consumer) are much more effective today. Promote yourself through relevant content and offer useful information for your potential customer.
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Comparison Between Products
If before we had to walk store after store to buy products, prices and payment methods, now we have everything in the palm of our hand. With just a few clicks, it is possible to compare in detail each product and the best cost-benefit. There are even sites dedicated exclusively to making these comparisons.
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Be Part of a Community
Being part of a community is the wish of many consumers. We seek to feel that we are being part of something much bigger. It is for this reason that companies involved, for example, in socio-environmental issues, usually receive great support from the public.
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Influencers Opinion
Buying based on guidance provided by influencers is growing in various market segments. For basically any product or service there will be an influencer to test it and recommend it to their audience.
This happens because consumers take into account the opinion of the people they admire. Therefore, if you have a company, invest in the association with influencers in your area.
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Attention to the Latest Trends
Today’s consumer wants to always be up to date with market trends. The public always seeks to be the first to experience the news of its segment of interest.
These are just some examples of the characteristics of the current consumer, but depending on the sector of your business, you can find different variations.
For that reason, it is essential to carefully research and analyze your potential clients.
Optimizing your website, meeting Google’s requirements and attracting new customers, sounds like a lot for a business. At BGH we are experts and we can help you improve your positioning and analyze your customers to increase your sales.
Contact us to learn more about how we work and how we can help you achieve your goals.