Consumers now control their own path to purchase using online resources. Marketers must use "pull" marketing like content, social media, and search engine optimization to attract customers at different stages of their purchasing process. Local online searches often end in a purchase, so local SEO is important, and reviews also influence decisions. Mobile devices are driving more searches and purchases, so sites must be mobile-friendly. Social media is also becoming a major influence as people research brands and make purchases. Personalized experiences that consider individual preferences are important to engage consumers.

1. UNDERSTANDING OF
CONSUMERS BEHAVIOR
ONLINE
DIGITAL MARKETING TRAINING BY JENUS WEB SOLUTIONS INC.
Week 1 - July 8, 2017

2. Technology has enabled us to be 24/7
consumers.
We can find information about nearly anything at any moment and share
every thought and opinion in an instant. We can decide between a variety of
channels both offline and online to shop from, and we often switch between
these channels to make a purchase.

3. In the past, “push” marketing or outbound marketing was
common practice; marketers told consumers what they
needed to buy and from where. Now, because there are so
many channels of information available to us, we are often
directing our own path to purchase.
BUYER’S CONTROL

4. Now, marketers are using more “pull”, or inbound
marketing techniques which are designed to capture
a buyer at different stages along their self-directed
path to purchase. This technique draws a customer
to a product through content marketing, social
media marketing, and search engine optimization
(SEO).

5. LOCAL SEARCH
Searching online is usually the first step in the consumer’s path to
purchase.

6. Using local SEO techniques are vital for any business
that want customers to find them. Search engines are
designed to provide users with the exact information
they are looking for.
61% of local searches
end in a purchase.

7. The second stage of a buyer’s path to purchase is usually
reading reviews. So when we make a purchase decision
that can have an effect on our lives (or wallet), we tend to
turn to these sources.
PURCHASE REVIEWS

8. Google released a study in 2014 which
showed that the amount of information and
reviews a consumer used to make a
purchase doubled in the last 3 years.

9. Mobile phones can do pretty much everything a computer
can now except it’s with you all of the time. Searching,
booking, and shopping are all being done more frequently
through a phone rather than a computer.
MOBILE SHOPPING

10. 62%
As a global, full-services firm, we
offer several different services
ranging from Architecture to
Interior Design.This places even
more pressure on businesses to
have mobile friendly sites, as
of people use
their phones to
make purchases
and
80%
of consumers have reported
leaving a site immediately if it
was difficult to view on their
phones.

11. The importance of having a mobile-friendly site is tied in
with local SEO. Local mobile searches surpassed computer
searches in 2015, meaning that potential customers are
searching for your business on their phones while in your
area.

12. Increasingly, consumers are also using social
media over search engines to find information
and make purchases.
SOCIAL MEDIA

13. of Americans over 18
years old spend more
than50%
users report engaging with
their favorite brands by
reading and sharing their
posts.
1hour on social
media every day
1
3
l

14. More and more businesses around the world
incorporate charitable giving and socially
responsible practices into their business model
and processes.
CORPORATE SOCIAL
RESPONSIBILITY

15. 90%
of consumers worldwide expect a company to be socially
responsible.
PEOPLE
It is becoming increasingly important to consider the
triple bottom line in business
PLANET PROFITS

16. Consumers are demanding individual,
customized experiences when they connect
with brands.
PERSONALIZED
EXPERIENCES

17. Understanding how consumer behavior changes over time and
adopting the right marketing approach can help you reach your
customers when they are ready to buy.
Think about the importance of having a human
respond to positive and negative reviews –
they’re personalized. Or how an ecommerce
giant like Amazon personalizes the shopping
experience by suggesting more products the
user may like based on past and current items
in their shopping cart.

18. THANK YOU FOR
YOUR TIME TODAY.
Reference: https://www.checkfront.com/how-to-market-online-to-changing-consumer-behaviour-2017