Category: 3.The Consumer for Digital Marketing

With an understanding of the four pillars of IMC, let us look at the impact integration of digital channels had on overall marketing communications:

With an understanding of consumer demand, the impact of its patterns on product development, and the basics of web tracking, we move towards the final section of this chapter which discusses integration and application of consistent brand messaging across both traditional and non-traditional marketing channels through an understanding of the fundamentals of Integrated Marketing Communications…

In this section, we would understand the actions marketers take to develop brands on the web which consumers can relate to, lend their trust, and be swayed by them over an extended term. A brand according to classic marketing definition is the “name, term, design, symbol, slogan, packaging, or any other mix of such elements that identifies…

With an understanding of consumer demand and its patterns, we realize how important it is for marketers to continually understand and incorporate consumer demand to service them in the most productive manner. Although product improvements based on feedback are a historical given, there is a whole new wave of demand-led product development which aims at…

With an understanding of consumer behavior and its changing patterns and influences, in this second part of the chapter we shall concentrate on what consumer demand means, how we can gauge it, the factors impacting demand and how marketers can interpret and manage changing consumer demands to integrate them into the product development lifecycle. Understanding…

This final section of the first part focuses on how to gather marketing intelligence through user’s online data and the key application areas to benefit from those insights. Consumer behavior data typically resides across multiple repositories and platforms and marketers need appropriate tools and technologies to gather, integrate, and analyze that data. This field, typically…

Active Digital Influences Attributes of Online Buying Behavior With a good understanding of the impact of digital technology, let us now study the key attributes of online buying behavior and what motivates customers to buy online. In Chapter 2 we had looked at the key value elements which create ‘digital value’ for any online buying. Those included…

Before we move ahead to understand the impact of digital on consumer behavior, it is important to know the difference between a regular consumer and one who is online. What are the characteristics which separate these two types of consumers and why is it useful for marketers to give importance to digital consumers? A digital…

In the section on Chapter 1 titled “Digital Marketing Channels—Types and Business Models,” we had looked at the key stages of the consumer funnel which any consumer would typically go through before finally buying a product. These stages (intent, awareness, interest, action, and follow), describe the journey of the customer from an initial thought to sealing the…