Digitization has gone on to push digital marketers worldwide to transform the marketing industry. Similarly, the shift in marketing approach has positively impacted consumer behaviour and their purchase decisions. Here are the top ways digital marketing has altered consumer behaviour worldwide.

Consumers can research and experiment  

As technology advances, consumers are becoming increasingly open to trying out new things. They want to know what works best for them and how much it costs. In fact, according to a survey conducted by Forrester Research, nearly half of millennials say that they wouldn't hesitate to try a new product or service because of the cost. They will try it if they research and find it addresses their needs.

Increased choices for consumers

Customers don’t just want one option anymore. They want multiple options. And they want those choices to come directly to them. In fact, according to a recent study conducted by Accenture, customers prefer buying internationally because it offers greater choice and convenience. This isn’t surprising given how much easier it is to shop overseas than domestically, particularly if they can find better deals online. 

They often find lower prices on goods and services when they shop internationally. There are plenty of ways to do this, including shopping around for deals, comparing different sites, and even using price matching tools. 

Customer empowerment

Digital or online marketing is now being used to deliver customer experience across different platforms. Customer empowerment allows people to interact directly with brands and companies via social media channels. Companies can now listen to what their consumers want and how they communicate with each other. As a result, businesses are now able to understand the needs of customers better.

Companies like Amazon, Facebook, and Twitter use machine learning algorithms to monitor consumer behavior and preferences. They are able to identify patterns and trends among users based on their interactions with brands and companies. These insights allow companies to develop personalized experiences for their customers.

Ability to shop nearly anywhere 

The rise of mobile devices has further increased the importance of digital marketing. Mobile phones have become essential tools that allow us to communicate instantly and access data anytime anywhere. Today, over 50% of internet traffic comes from smartphones and tablets. That means more consumers prefer shopping from the comfort of their homes or nearly anywhere. Therefore, marketers must consider how to develop a strategy that connects with this audience.

In addition to traditional advertising methods such as print and TV ads, brands are leveraging digital marketing tactics to connect directly with consumers. For instance, online video allows businesses to engage directly with customers, provide real-time tips and advice, and build relationships with potential buyers throughout the customer journey. 

Wrap up 

As consumers continue to adopt mobile technologies at increasing rates, brands must adapt their marketing efforts to reflect the shift toward smartphone-based interactions. To ensure an effective cross-platform campaign, marketers must take into account the differences in screen size, input method, navigation method, browser type, device operating system, and network connectivity that affect user experiences.