How digital marketing affects consumer behaviour

consumer behaviour

A guest post by Karen Hamada. 

Digital marketing has transformed the current market scenario and changed consumer behaviour beyond recognition.

With the exponential shift to digital marketing, consumers now rely on social media sites, apps and smartphones to interact with brands and purchase.

Moreover, the COVID-19 pandemic has accelerated brands’ digital marketing efforts and brought them closer to their target consumers.  Now customers directly turn to the internet to research products before purchasing.

The role of digital marketing is enormous in today’s market. How? Let’s find out.

Keeps customers up-to-date

The current market is changing swiftly, introducing new trends, requirements, and services. Digital marketing allows customers to keep up with the latest changes and gather all the necessary information about the latest products.

A current demand

More and more businesses are including digital marketing in their marketing mix to expose customers to various products or services. According to online assignment writers or assignments makers, 6/10 students are interested in pursuing a digital marketing career and exploring new opportunities.

Improves user experience

One of the main targets of digital marketing is to enhance consumer experience. Today, whether you use a word counter or an APA referencing generator, you will find ample feedback on different review platforms. Such reviews help customers with their purchasing decisions and brands to improve their products or service.

Builds trust

The emergence of digital marketing has improved the way brands promote their products and services on the global level and how consumers connect with different brands.

As a result, customers have the opportunity to explore more about a brand and develop brand loyalty.

Quick and convenient

Thanks to digital marketing improving consumer behaviour, people don’t have to visit a brick-and-mortar store to buy what they need. Instead of wasting time travelling, they can now research the products and services online and place orders accordingly. As a result, digital marketing has made shopping easy and less time-consuming, irrespective of the products.

Impact of digital marketing on consumer behaviour

Nowadays, customers are well-read, outspoken and know what they want. If they are not happy with a product or service, they don’t hesitate to switch brands. Let’s look into some of the ways digital marketing influences consumer behaviour.

1. Allows customers to research and experiment

Before digital marketing, customers were loyal to a particular brand or product. But the digital marketing revolution has exposed customers to a wider range of products and services.

They now have the option to search and compare different products and services based on the utility, price range, discounts, customer support and more. As a result, customers show no hesitation to switch products and get better service at a fair cost.

2. Increases customer engagement

Modern customers shopping online like to interact with their favourite brands. The increase of mobile devices allows customers to now actively engage with brands with different social media sites. So even though customers always had the power to make their purchasing decisions, digital marketing has only amplified it.

Buyers can share their thoughts and opinions about a product on different search engines and review portals. Now it’s on the companies to respond to those feedbacks quickly and boost customer engagement to improve their sales.

3. Builds trust with digital word-of-mouth

The concept of word-of-mouth isn’t new to both brands and consumers. It can play a crucial factor in determining consumer behaviour. We, as buyers, are always on the lookout for word-of-mouth.

Digital marketing enables consumers to have the power to share their experiences on a bigger platform. For example, most people are likely to buy a product when they read reviews from different users, bloggers or even influencers. Positive word-of-mouth marketing allows brands to build a strong brand image and boost their sales.

4. Encourages impulsive buying

Several survey reports reveal 71% of buyers indulge in the impulsive buying phenomenon. Impulsive buying is purchasing something spontaneously without any pre-plan. Such buying decisions are made at the spur of the moment due to lucrative deals and offers.

Most digital marketers take advantage of this technique to attract more customers. Brands use different social media platforms and other websites to run their promotions and influence consumer behaviour.

5. Provides personalised user experience

Today, customers are more inclined to choose brands which offer a consistent and personalised user experience, using advanced technology such as artificial intelligence.

Many digital marketers use AI to provide customised results based on customer’s search history. Since most consumers look for brands that effectively market their products, they are more likely to opt for brands that use AI to offer a personalised shopping experience.

6. Increase in expectations

Modern consumers are far more impatient and have high expectations from their favourite brands. They read customer reviews and share feedback on various products and services. There’s no getting away with substandard quality products or services.

Consumers expect a quick response from brands and don’t hesitate to express their disappointment on public platforms, which can severely impact a brand’s online reputation. With such easy access to information, customers can quickly change their buying decisions.

Therefore, every brand should ensure quick delivery, genuine quality, hassle-free return/exchange, and more to attract customers. After all, it’s the brand that offers maximum benefits to win the race.

Ready to focus on customer behaviour?

Brands and businesses use social media and other digital portals to build brand presence and promote their products and services. Digital marketing has transformed buyers’ shopping experience and changed their buying behaviour.

If businesses have to survive, they must study consumer behaviour and the purchasing habit of their potential customers and build products in synch with their preferences and current trends. Only then can brands stay in this cut-throat competition.

About the author

Karen HamadaKaren Hamada is a successful digital marketer and has worked with many notable national and international brands for different campaigns. She is also available at, a popular website for highly qualified assignment help and subject matter experts. Here, she assists students with digital marketing courses and resolves all subject-related queries on request.

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