How Has the Internet Changed Consumer Purchasing Behaviour?

POSTED: July 22, 2015 BY: CATEGORY:

Since the Internet has become mainstream, it has led to a number of changes in how we market to consumers, and how they decide whether or not to purchase our products. Businesses that are still marketing in the same way they did before social media and other forms of online marketing became common are at risk of falling behind, as not only have marketing methods changed, consumer expectations and behaviour have evolved as well.

Here are three key ways that the Internet has changed buying behaviour. Understanding these changes can help you make the most of them and keep your marketing relevant and current:

1. Research:

Where once your customers probably asked their friends for recommendations about products or looked at catalogues, these days they go online to research, read reviews and ask questions.

This means it’s important to have plenty of information available to help them make their decision, including videos.
Consumers these days have less trust in salespeople and their pitches and tend to swing towards finding out their own information via their smartphone or computer.

A website with an easy user interface and in depth product information is crucial, and it should also be smartphone friendly to appeal to the growing number of consumers who are researching on their mobiles.

2. In store features:

When consumers are purchasing, it’s not enough to have products available, there are a number of other features that are expected and that can help people make the decision to purchase from you.

Speed and convenience are becoming ever more crucial, and having features like guaranteed fast delivery, in-store pickup and a loyalty program available for customers can give you the edge over your competition and keep them returning to you over and over again.

3. Social media:

Social media is one of the best forms of marketing, and it is a great way for businesses to expand their reach by encouraging their customers to share their content, increasing engagement and building a following online.

If you don’t have a strong social media presence it’s a good idea to get out there and start posting regularly. Customers love to provide feedback via social media and if they recommend you on social media and share your content with their friends, they can basically do your marketing for you.

By keeping up to date with modern consumer expectations and wants you have a much better chance of influencing their purchase decisions and growing your business.

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#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.