How does digital marketing influence consumer behaviour?

How does digital marketing influence consumer behaviour?

Digital marketing has changed how customers interact with business and make purchasing decisions. In 2021, traditional businesses have realised that digital marketing is no longer optional and the majority of marketing became digital. Consumer behaviour refers to the behaviour that consumers display when searching for, purchasing, using and disposing of products and services that they expect will satisfy their needs, which digital marketing has a major influence over.

consumers are open to experimenting

The worry consumers face when going for a service provided by a smaller business is that the value and quality of service they receive will be unsatisfactory in comparison to a more popular option.

However, consumers are now more able to research a variety of services before making the purchase decision, instead of being limited to the most popular option.

With social media and review sites gaining more importance; consumers are able to openly share their experiences and opinion of a company's service and therefore potential customers are willing to experiment with smaller brands and lesser known alternatives because they can rest assured that they will receive good value based on what they've heard from others.

This is why online reputation is key - since a great reputation can boost your sales yet on the flip side, a poor reputation can drive customers away from your service. To combat this, we recommend implementing reputation marketing to boost reviews and carrying out social media marketing to gain recognition.

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Boost in customer engagement

People enjoy being a part of something bigger and will take the opportunity to interact with a company they like. Customer service is now a full time responsibility.

Most businesses are now using social media and review sites; meaning consumers can very easily share their opinions on their service. Businesses then have the opportunity to reply to their feedback, which other potential customers will also see. This is a huge benefit for businesses since it can result in even more lead creation, because customers are more likely to trust and use a service when they see that they're taking care of their current customers.

Impulse buying

Through digital marketing, customers are now more prone to impulse buy as marketing is more personal and caters to their deeper desires.

The buying experience in general, not only in an online capacity,  depends on the interaction between the customer and the point of sale environment. So if your online presence is appealing to them, they're likely to want to purchase something from you.

By highlighting unique selling points and using clever design, accompanied by an eye-catching and welcoming website; a company can direct a consumers attention to a particular service which triggers an inherent desire to go ahead with the purchase.

Shorter attention spans

In todays mobile-centric culture, dominated by short-form content such as Tik-Tok videos and Instagram Reels, consumers have shorter attention spans and expect more from less. Nowadays, if you cannot capture a potential customers attention within 5 seconds, you're likely to lose it completely.

For this reason, aspects of marketing such as design have become far more important as these have the potential to be the most eye-catching.

Large informative paragraphs might seem like a good idea to give consumers as much information as they can - but realistically, very few will take the time to read and you'll have much more luck with infographics and explanatory videos.

Personalised Experience

With the many options available to consumers in the digital age - searching through thousands of results can be time consuming. Although it may seem like it should be the other way round, the service a consumer requires should find itself to them through the use of SEO and PPC - requiring no more than a simple Google search. Using customer information that has been lawfully collected, such as their age, gender, location and interests, you can tailor your marketing campaign to target a specific target audience with services and products that will appeal to that demographic. This saves time and resources for both the business and consumer, as they cut out needless marketing to consumers who are unlikely to be interested and consumers don't have to sift through numerous items to find what they want.


In conclusion, digital marketing has made marketing much more personal; where traditional market falls short of having the ability to gauge the demographics and personality of their target audience - digital marketing doesn't, which makes it far more efficient. Additionally, marketing is more competitive and gives smaller businesses the chance to compete for the consumers attention since it allows for a more personal approach and offers the ability to target niche audiences, whereas traditional marketing usually fell in the favour of the business with the most money.

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