Digital consumer behavior involves using online channels like social media, reviews, and video for product research. Marketers aim to increase brand awareness and drive traffic to their website through search engine optimization (SEO) and pay-per-click (PPC) advertising. While SEO is free, PPC requires paying for each click. Using both together can maximize traffic by targeting consumers at all stages of their journey. Marketers also monitor social media, reviews, and online behavior to better understand customers and improve their strategies.

1. Pre-Purchase
Digital
Behaviour
Alyaa Darwish

2. Objectives
Note: figures in this lecture are sourced from GlobalWebIndex
(2019)
To consider how consumers
use digital channels for
product information
To appreciate the role of
SEO and PPC in driving
web traffic

5. Social Media
There remains a divide between those who
feel social media can inspire purchases and
those who think it should be for enjoyment,
not marketing

7. To increase
the brand
awareness
on SM
1. Choose the right platform
2. Deliver a high quality content
3. Use a different tone on different platforms
4. Encourage Your Audience to Share Your Content
5. Maintain Relationships With Customers
6. Boost successful posts
7. Targeted social advertising
8. Take feedback seriously and use it to form a
strategy

8. Online Reviews
A brand is no longer what we tell the customer it is – it is what customers tell each other it
is
Why do customers use them?
How should companies react?

9. • 88% of customers put as much weight on online reviews as they would on personal recommendations.
(Igniyte, 2019; Dixa, 2020)
• On average, reviews produce an 18% uplift in sales.
• 86% of people hesitate to do business with a company if it has negative online reviews.
(Dixa, 2020)
• 93% of people say online reviews impact their buying decisions
• Positive reviews make 73% of consumers trust a local business more.
• People read an average of 10 online reviews before trusting a business.
• 75% of businesses say online reviews, comments and forum posts are important to the financial and
reputational status of their business.
• 94% of people say a negative online review has convinced them to avoid a business.
• 73% of consumers say written reviews make more of an impression than star/number ratings.
• Google and Facebook have become No 1 and No 2 for online reviews.
• Businesses that reply to reviews at least 25% of the time have an average of 35% more revenue
• 89% of consumers read businesses’ responses to positive and negative reviews.
• 53% of customers expect businesses to respond to negative reviews within a week.
• 45% of consumers say that they’re more likely to visit a business if it actually responds to negative reviews.
(Igniyte, 2019)

10. Vlogging and Video
It is journalistic video documentation on the internet of a person’s life and is typically narrated, recorded, and edited by the same individual.
1 in 5 web users discover brands via pre-video adverts
Mentioning 'video' in an email subject line increases click-through rates
Nearly 50% of all video is watched on a mobile device
54% of consumers want to see videos from businesses – more than any other type of content.
Internet video traffic accounts for 80% of all consumer Internet traffic
Videos up to 2 minutes long get the most engagement

11. Driving Web Traffic
A core task for any digital marketer is increasing the
number of high-quality visitors to an organisation’s
website
Two main techniques are available:
• Search Engine Optimisation
• Pay Per Click Advertising

13. PPC
(£)
SEO
(free)
(ish)

14. Search Engine
Optimisation
• Is the process of driving web traffic
through the provision of relevant
content
• Content based on key topics and words
will naturally rank higher
• Where will your content be promoted
(we want backlinks)?
• Requires a clear understanding of
Google algorithms
• Long-term benefits

16. Pay Per Click
Advertising
• Marketers bid for keywords through an
Ad Auction
• Requires a understanding of key word
trends (e.g. near me)
• Most expensive words include
“insurance” and “lawyer” and can cost
$50 per click
• A more suitable means of generating
short-term results

17. Most marketing agencies will advocate using a
combination of SEO and PPC
Why?

18. When used
together:
 The total volume of traffic can be
increased
 Target users at all stages of the customer
journey from research to comparison to
purchase with commercial keywords.
 Increase confidence and awareness by
having both strong organic and paid
visibility.

19. The PPC process provides the
business with insights to
further improve the SEO for
instance
 High-cost keywords, or high-volume can
be moved from PPC to organic search.
 A/B testing of ad copy and landing pages
can be fed into your organic listing and
landing pages.
 You can also Test your keyword strategy
in PPC before committing to long-term
SEO strategies.

20. Summary
Driving site traffic is a core marketing goal
We can use a combination of paid and
organic means to achieve this
Each technique has its own advantages
and disadvantages.
Next: the purchase phase (week 7)

21. Seminar Task

22. Have a think….
The banking sector has gradually adopted new channels: what factors
have led to these new channels being adopted and successful?
Branch Banking Telephone Banking
Online Banking Mobile Banking

23. Next: The
Mobile
Banking
Customer
Develop a profile of a typical banking customer who
uses:
a) Branch and / or Telephone channels
b) Online and / or Mobile channels
Consider demographic, psychographic and lifestyle
factors when preparing these profiles

24. Data in the
Banking Sector
Consider:
1. What data do online
banks typically collect on
their customers?
2. How can they use this
data to their advantage?

25. • Are bad reviews any good for the business?
https://bizibl.com/marketing/download/bad-reviews-are-good-business-
power-negative-reviews

26. References
• Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K.,
2009. Internet marketing: strategy, implementation and practice.
Pearson Education.
• Darley, W.K., Blankson, C. and Luethge, D.J., 2010. Toward an
integrated framework for online consumer behavior and decision
making process: A review. Psychology & marketing, 27(2), pp.94-116.
• Dasgupta, S., & Grover, P. (2019). Impact of digital strategies on
consumer decision journey: special. Academy of Marketing Studies
Journal, 23(1), 1-14.
• Dixa. 2020. 3 Important Statistics That Show How Reviews Influence
Consumers. https://www.dixa.com/blog/3-important-statistics-
that-show-how-reviews-influence-consumers/
• Hu, N., Liu, L., & Zhang, J. J. (2008). Do online reviews affect product
sales? The role of reviewer characteristics and temporal
effects. Information Technology and management, 9(3), 201-214.
• Igniyte, 2019. 30 essential online review facts and stats.
https://www.igniyte.co.uk/blog/30-online-review-facts-and-stats/