The first thing to have in mind when approaching digital consumers is that they are the same people we meet in our everyday life. There is nothing mystical or overly complicated about digital consumers, they are the same people that walk into your store, contact you through the telephone, and the same people you have a meeting with in the office. They are people with emotions, feelings, expectations and goals – like everybody else.
The fact that technology allow people to communicate over long distances, over mobile devices and social media, does not mean it is something to fidget over. People have been talking to each other from generation to generation, but instead of talking to 6-10 people, technology has now made it possible to talk to 7,000-50,000 people without physical contact.
The image below provides a snapshot of how deep technology has taken over human interaction.
Image source: We Are Social
Consumers don’t really care about how marketers stereotype them. Concepts like above the line, through the line, below the line, digital, traditional, experiential, linear, analogue, mobile, direct, indirect – or any other ‘box’ we care to slip our marketing endeavors into – are completely meaningless to them. All consumers care about is the experience – how the marketing available to them can enhance their experience and help them to make more informed decisions, or choose a better product or services.
People are the most important element in any form of marketing. A good digital marketer will understand human behavior under different circumstances. That is why the term digital consumer behavior is gaining momentum. Consumer behavior is changing and people are reacting differently to marketing based on different digital technological platforms.
Instead of making digital consumers look like an enigma that cannot be solved, we should understand their varying behavior on digital channels, listen to them and engage in a two-way conversation that will ultimately meet targeted consumers need and achieve the marketers’ goals and objectives.
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