The document discusses consumer behavior in the digital world, highlighting the impact of e-commerce and social media on purchasing habits. It emphasizes the importance of understanding the 5 W's and 1 H of consumer behavior to effectively target audiences and market products. Additionally, it notes the role of big data and geo-location in enabling marketers to refine their strategies and influence consumer decisions.

1. Consumer Behavior – @ Digital World
"E-commerce seems to be democratizing 'shelf space'
as top brands do not dominate the e-commerce
channel as much as they dominate brick-and-mortar
retail," the Bernstein report said. – Jack Neff,
Advertising Age
Consumer behavior study helps to identify consumers
and target audience, the study provides in – depth
analysis on the following
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What compelled the Consumer to buys the
product / Service?
Who compelled the Consumer to buys the product / Service?
Why a consumer buys the product / Service?
How the Consumer buys the product / Service?
Where the Consumer buys the product / Service?
When the Consumer buys the product / Service?
Fundamentally consumer behavior answers the 5 W’s and 1 H’s which any company or marketer needs
to understand. This insights help to market the product / service.
Within last few years mobile, internet and social media has changed the buying behavior of customers
worldwide. People spend more time on internet, especially on social media websites, which influences
their behavior towards that product / service.
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91% of people have gone into a store because of an online experience. (Source: Marketing Land)
89% of consumers conduct their research using search engines. (Source: PR Newswire)
62% of consumers end up making a purchase in-store after researching it online. (Source:
Marketing Land)
72% of consumers trust online reviews as much as personal recommendations. (Source: Search
Engine Journal)
78% of consumers say that the posts made by companies on social media influence their
purchases. (Source: Forbes)
Marketers believe that in 2014 onwards marketers will begin using big data to analyze consumer
behavior, since it will get itself seamlessly integrate with people’s busy lives generating in – depth
information about trends. With big data the marketers will get empowered which will help marketers
and advertisers to exactly target specific clients / consumers at specific time, place and through specific
device. Further with geo – location based targeting of advertisements and promotions the marketer can
exactly geo – locate the type of device and map consumer behavior.

2. Consumer who is
exposed to advt
Online, social
media , etc
Research
Offline from
friends
Offline store
Research complete
Check for
deals
Offline store
Desktop Online
store
Mobile store
Purchase
Tell your friends
Flow of - How modern day consumer buys a product / service