The changing face of consumer behaviour in the digital age FOR BCOM , CA, CMA CA, MCOM,, PG , MBA STUDENTS The internet has a profound impact on various industries but very few industries have witnessed a metamorphosis like marketing.

1. The Changing Face of Consumer
Behavior in the era of Digital
Marketing
BY CMA BIBEK KUMAR

2. Marketing paradigm has undergone a sea
change over the past decade.
The internet has a profound impact on
various industries but very few industries
have witnessed a metamorphosis like
marketing.

3. Gone are the days when knocking on
doors or cold calling was considered the
easiest and most effective way of reaching
out to consumers.
Marketing professional back in 90’s and
00’s would have scoffed at the very idea
that a decade or two decades later,
companies would be able to run real time
marketing campaigns.
No one would have harbored such
thoughts.

4. Today, technology is changing the ways in
which marketers and consumers interact,
as well as offering a mind-boggling range
of new options.
At the end of the day, though, the
challenge remains the same.
Marketers must seed information into the
marketplace, identify interested
consumers, engage those consumers in
conversation, and then convert them into
purchasers and users of the final product.

5. Empowered consumers
Today’s consumers are more enlightened
and empowered.
They are constantly being flooded with
more digital content than ever before.
A huge number of brands are available at
consumer’s fingertips. Consumers have
become more demanding.
They know more than ever about what
they want, how they want it and from
whom they want.

6. The digital world has made consumers
quite impatient, impulsive and they seek
immediate gratification.
They want immediate services and real-
time virtual dialogue with their brands.
Next-day delivery is being overtaken by
ever-faster delivery possibilities for the
shopper.

7. Technology makes it easier to reach out to
the masses, the rapidly-changing message
space presents consumers with even more
options, and more opportunities to turn
away from marketing messages.
The internet and mobile phones, for
example, put an immense amount of
power in the hands of consumers, and
social media gives them a voice to make
themselves heard.

8. This can work positively, because satisfied
customers can be your best advocates,
but can also make the marketer’s job
more challenging as they have to address
more immediately the concerns of the
unhappy.