Making your organization thrive online means knowing how people make decisions in a digital world. Marketing professionals have tracked online purchasing behavior for years, tracking how consumer behavior changes in an online setting. New trends are always around the corner, so it pays to be ready to respond. Although the digital marketplace is often in a state of flux, there are a few constants you can count on when you set out to build your brand online. Here are a few important ongoing consumer behavior trends to keep in mind as you plan a digital marketing strategy.
Peers are More Trusted than Ads
Especially among millennial consumers, buyers tend to trust word of mouth more than sponsored ad campaigns. This makes social media marketing especially important if you are targeting customers in the 18-34 age range. Connecting on a personal level will win you much more consumer support than you would receive from more traditional marketing tactics. Emerging trends like influencer marketing are more important than ever if you want to make valuable connections.
Users Read Reviews
Just as peers are the most trusted source of information regarding brands to choose from, reviews from other customers come highly recommended as ways to find out about a company. Even for minor purchases, online shoppers tend to scan reviews from others before making a decision about where to spend their money. Recent studies indicate that 67% of respondents are highly impacted by customer reviews, meaning you can’t afford to discount this important informational outlet. Responding quickly to bad reviews and thanking users for good ones are ways you can make this “instant feedback culture” work for your business.
Social Media Is on the Rise
With the advent of new platforms like Snapchat, adults are spending more time than ever connecting via social media. Nearly a third of all time spent online goes toward Instagram, Facebook, Twitter, Pinterest, and Snapchat, meaning a strong social media presence is important in order to reach your audience. Engage with social subscribers with Q&A’s, contests, and giveaways to help boost your performance and build valuable relationships.
Subtlety Gets You Noticed
High-profile branding is a thing of the past as attitudes about conspicuous consumption have shifted in the past decade or so. That means it pays to deliver a quality product with minimal flashy branding whenever possible. Logos have given way to more subtly stylized products for the most part, meaning it pays to remain open to change and aware of changing preferences among your target audience. For now, consumers are geared toward simple, elegant branding concepts and organizations that are also socially conscious and environmentally sustainable.
Remaining aware of consumer attitudes and behaviors regarding online commerce will help your brand grow as you strive to provide customers with what they’re looking for. Keep your online business relevant by being aware of changing trends in consumer behavior to ensure your continued success. For help creating an online marketing strategy that takes consumer attitudes into account, contact AMMA Digital Marketing by calling 800-466-0684, or send us an email today to set up a free consultation.