what this profile is like and tips to better communicate with them

We live in turbulent times, there is no denying that. Until recently, trends announced by writers and

academics remained at the forefront for decades.

However, today we are faced with a world that is changing at every moment, forcing people and

organizations to adapt at an unprecedented pace and intensity.

Faced with such a dynamic reality and a market made up of disruptive solutions, what can we

expect from the behavior of the digital consumer , whose online and offline worlds blend into a single experience?

Understanding the current context is already a big step towards understanding the approach that

successful brands have taken, especially regarding digital marketing strategies .

In this article, we focus our attention on this topic so that there is no doubt about what the market

and your customers expect from you. Check out what we will discuss in the next paragraphs:

Are you curious? Then continue reading our post !

Why should we understand digital consumer behavior?

Understanding digital consumer behavior new zealand phone number list is essential to understanding the impact of cultural, economic and technological changes on everyone’s lives,

whether in the routine of companies or in the daily lives of individuals.

If this isn’t the first piece of marketing content you’ve consumed , you’re probably used to the

maxim: know your target audience . This advice – which for many has become jargon – tells us

that the consumer should be at the center of the strategy, and this is one of the pillars of modern marketing practices.

With such a wide range of products on offer in an environment where geographical limitations do not

exist and user opinions are stronger than advertising, consumers are the ones who dictate the rules of the game.

In this way, companies that adapt their solutions, attention, promotion and

communication to the habits, needs and values ​​of these people manage to achieve good positions in the market.

This fact is even reflected in large retail companies, which are betting on increasingly personalized

actions. It also helps us understand why old audience descriptions sound outdated in the face of the rise of brands and buyer personas .

These and many other findings are part of a moment called Marketing 4.0. This concept serves as a

starting point for understanding the digital consumer.

What does Marketing 4.0 mean?

The concept popularized by Philip Kotler refers to the so-called Industry 4.0 , an effort that aims to modernize and optimize computational, industrial and administrative processes in different countries.

Both terms are a response to the global movement known as digital transformation . This initiative, among several other proposals, provides what should an accountant for the adaptation of companies to the new patterns of behavior in society, arising from the rise of digital technologies.

But, after all, what is Marketing 4.0?

First of all, we need to briefly review the previous stages of the process, since its concept is not isolated and is an extension of the others. Get to know the different moments!

Finally, we have Marketing 4.0 , which, among other aspects, works on the changes observed in consumer behavior as a result of the popularization of digital services, the integration between different communication channels and the growth in the consumption of web content.

Kotler addresses the concept in his eponymous work as a panoramic view of marketing practices, from traditional to digital.

This means that the growth of online actions does not imply the end of offline strategies , but it does require companies to combine these two environments into a single experience.

This omnichannel perspective is due to three phenomena that are mentioned in practically all corporate communication works today. Find out more about them below!

The Google Effect

Search engines have completely changed asb directory the way people search for solutions of all kinds, but it was Google that was responsible for making this change official and directing the production of content on the Internet.

For example, Google Adwords – now Google Ads – was one of the tools that revolutionized the way of advertising on the web .

As far as organic searches are concerned, virtually all active professional pages follow SEO parameters – search engine optimization – strongly supported by the behavior of the major search engine.

Nowadays, it is enough to announce an update to your rules for the entire universe of websites to take action, thus adjusting as quickly as possible to your new requirements.

This incredible power to influence the online content market is due to the fact that Google is the starting point of almost every consumer’s journey today . This is also the reason behind the aggressive competition between pages for the top spot in the SERPs .

The social media effect

The second phenomenon that has completely changed the relationship between brands and their consumers is social networks .

These platforms have existed since the end of the last century, but Facebook has positioned itself as the one responsible for spreading this idea throughout the world and demonstrating to marketing professionals that they are also valuable resources for corporate strategies.

Social media offers a wealth of consumer data , something that was unimaginable just a few decades ago. However, what it really offers is the opportunity for brands to get closer to the daily lives of their audiences, to the point of involving them.

In addition to Facebook, companies use several platforms to spread their ideas and products such as Instagram , Twitter and LinkedIn. All of them are well equipped with advertising and relationship tools.

The services effect

The latest phenomenon, which has also contributed to shaping digital consumer behaviour, is service delivery platforms. After the launch of the iPhone in 2007, the world definitively entered the era of apps.

In fact, these solutions have contributed to the emergence of the sharing economy.

In this business model, commerce, urban mobility and hosting services are intermediated by digital systems and allow transactions to be carried out directly between consumers (C2C), between companies (B2B) or between both (B2C) .

E -commerce has been successful, but service platforms have been responsible for introducing digital culture in several countries. For the first time in history, people have great power in the palm of their hands.