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Consumer Behavior: Digital Marketing

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Digital Marketing and its impact on Consumer Bahavior

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Consumer Behavior: Digital Marketing

  1. 1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational • Baby Boomers – Learned computing, internet, adapting • Generation X – Learned internet – adapting to Mobile Digital Marketing alexbr.brown@gmail.com University of Delaware
  2. 2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational • Generation Y – Grew up with internet – Adapting to mobile: Mobile First – Ubiquitous access / Second screen – Lack of institutional trust • Early teens – Mobile First: learned behavior Digital Marketing alexbr.brown@gmail.com University of Delaware
  3. 3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational • Class survey: – Nearly 100% smartphones – Access to internet ubiquitous – More time on smartphone than TV Digital Marketing alexbr.brown@gmail.com University of Delaware
  4. 4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational • Class survey: – 90% iOS – Nearly 100% on Facebook – Snapchat #2, more intimate – Time on Twitter, Instagram & Snapchat similar, more than Facebook Digital Marketing alexbr.brown@gmail.com University of Delaware
  5. 5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational • Class survey: – 100% made internet purchase – Amazon #1, by far – 67% made purchase from smartphone – 67% used smartphone for a traditional retail purchase Digital Marketing alexbr.brown@gmail.com University of Delaware
  6. 6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Generational • Class survey: – More than 16 apps downloaded – 4-6 apps used daily – Internet-mobile, most popular source for news – Social feed most popular internet source Digital Marketing alexbr.brown@gmail.com University of Delaware
  7. 7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process • Google’s Zero Moment of Truth • Traditional Marketing Process: – Stimulus: TV Ad – Shelf: First Moment of Truth – Experience: Second Moment of Truth Digital Marketing alexbr.brown@gmail.com University of Delaware
  8. 8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process • Internet-based Purchase Process (web & apps) • Stimulus • Zero Moment of Truth • Shelf • Experience Digital Marketing alexbr.brown@gmail.com University of Delaware
  9. 9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process: McKinsey Consumer Decision Journey • Technology • Increased consumer empowerment • Initial consideration > active evaluation • Retail environment > loyalty loop Digital Marketing alexbr.brown@gmail.com University of Delaware
  10. 10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process: McKinsey Consumer Decision Journey • Increase choices to be considered • Erosion of loyalty • Company driven touchpoints (initial) • v.s Consumer driven touchpoints • Need to develop content marketing program Digital Marketing alexbr.brown@gmail.com University of Delaware
  11. 11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Purchase Process: McKinsey Consumer Decision Journey • Search behavior changes during purchase process • Mobile means internet is always available • Web and Social: customer feedback readily available Digital Marketing alexbr.brown@gmail.com University of Delaware
  12. 12. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Content Consumption • Mobile explosion • Social Media – Buzzfeed Digital Marketing alexbr.brown@gmail.com University of Delaware
  13. 13. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Changing Consumer Behavior Second Screen • Social media generally • Social TV • Researching products, advertised on TV • Buying products, advertised on TV • Apps tied to a show, on TV Digital Marketing alexbr.brown@gmail.com University of Delaware

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