Online marketing or Digital Marketing is revolutionizing the way products and services are marketed, we already know that. Purchases with mobile devices, ubiquity, new measurement systems and a greater volume of information will be some of the factors that will define the future of consumption through the web.
1. Online stores soon have as much reach as physical stores
Just as the ways of communicating or working have changed in recent times, the shopping experience is also changing. Every day more people buy products online, and companies must facilitate this way of accessing their services. According to a report, many Internet-related companies are created every hour right now.
It would not be strange then that in some years virtual sales are as common as purchases in physical businesses. In addition, the online universe impacts on consumer decision-making, in a phenomenon known as “online research, offline shopping”. According to Google data, 84% of surfers use web resources to inform themselves before purchasing a product or service.
Other keys are in Social Shopping. We refer to applications for social networks that allow you to explore products, check prices and order online. The great advantage is the possibility for users to indicate their likes and share them with their contacts. Direct recommendations have always been a cornerstone for the success of any product, and used to be outside the scope of advertising. Now, the universe of online communication allows this practice to be encouraged and monitored.
2. Consumers will buy more and more from their mobile
Social Shopping will also become a Mobile Shopping. According to an IDC report, the number of users accessing the Internet from mobile devices grew by 16.6% each year since 2010 and will continue to increase. This means that, in a span of three years, it will be greater the number of users who access the web from phones and tablets than those from computers.
In this context, tools such as Google Pay, Paypal, and many others have turned mobile devices into true “virtual wallets”, through which consumers have the ability to make online payments and purchases regardless of where they are. are. This also poses new challenges in terms of customer service: companies receive inquiries at all times and must be able to respond immediately to user needs.
3. Big Data analysis replaces traditional statistics
The way of obtaining information is also being radically modified from the rise of social networks and user-generated content. Today, the web gives the possibility of accessing a wealth of unpublished content that needs to be processed: millions of minimum data, such as comments or clicks on buttons such as “like”. This information is massive and spontaneous; Properly analyzed, it can put us in front of a way of knowing the market much more exact than the one that can arise, for example, from a survey.
In the coming years, this way of obtaining information surely replaces traditional statistics in many ways. User profiles no longer are based on demographic characteristics but are much more personal. In this way, it is easier to offer each consumer a product similar to those they usually choose. This applies both to market research and measuring the success of campaigns.
4. Digital Marketing is better compared to traditional advertising
Online recommendations from other consumers are increasingly important in defining the purchasing decisions of users. According to a Cone Communications study, 89% of surfers believe online channels are trustworthy when seeking other people’s opinions about products and services. In addition, the investigation reveals that four out of five Internet users change their opinion about their purchases if they find negative reviews on the net. Now, businesses can easily get the benefits of the Internet using digital marketing software and tools. There are plenty of such tools available, that individuals can use and gain more leads/business online.
The truth is that traditional advertising media are losing persuasive power in the face of the advancement of online tools. The communicational model of broadcasting, in which a single sender speaks to multiple receivers, is beginning to lag behind to be replaced by a new paradigm of multi-way interaction, in which everyone has the capacity to produce discourses. Even television is changing and, hand in hand with digital technologies, it is moving towards a model in which content distribution is increasingly personalized.
The evolution of the Internet is constant. In past years, the world is turned around, and you must always be aware of the latest developments. Very soon, losing clients on the network will be equivalent to losing almost all clients. In this context, knowing how to interpret and adapt to new digital consumer trends will be an essential requirement for success.