Digital marketing is a part of the process of designing and creating a specific project, the part that gives the project a position on the market. A video or content does not make sense if it is not aimed to a specific audience; the same concept can easily be applied to an online advertisement: if you do not address a particular customer and you cannot add any value, your work is not that good. So, to start a job, you must always keep in mind who is the digital consumer.
The more you know of your potential customer, the higher the chance of being able to sell your product, designed and created specifically for them. Understanding who is the customer, what are their consumer habits, how they act, and what preferences they express, allow us to dedicate ourselves to them with higher specificity.
The higher the knowledge of the consumer, the greater the specificity of the work; in short, the more satisfied the consumer is, the happier we are. Given that technology is transforming the way to do marketing and hand in hand, it is also converting consumers, we analyze, in short, what are the typical characteristics of the digital consumer. The first truth is that brands do not attract anymore as they once did.
The homologation bores the average consumer, and the desire to be “unique” has become a need, if not for everyone, for almost all members of society. What is essential today, especially in terms of purchase, is the personalised experience: that is, create what you need based on your tastes and needs. According to recent research, about 75% of consumers are more driven to purchase if they have the opportunity to make their purchase unique through personalized communication and a selection of the product.
Another critical element is to capture the consumer’s attention. Nothing succeeds in attracting a customer more than video content. 1 in 4 consumers loses interest if they do not find video content on an online site that describes the product. The video does not have to last too long, because the average customer pays attention for about 6-8 seconds. But there is also another concrete fact: online purchases are far superior to “offline” sales.
It is estimated that more than 67% of users prefer to shop online rather than buy in real outlets (or about 1.77 billion buyers use digital platforms for the purchase of their assets). Nowadays, advertising mostly passes through social networks and much less for television. On Facebook, Instagram, Youtube, the average user is studded with advertising, post after post, photo after photo, and video after video.
For this reason, the brands of different companies use commercials very much through social media. Think about this: 91% of brands use two or more social networks for advertising their products, this takes the form of more than 65 million businesses that use a Facebook page and 25 million Instagram profiles for e-commerce purposes. What counts today is having a personalized customer experience, based on time and consumer needs.
Although for some people “human contact” is essential, everyone needs to obtain information quickly and comprehensively. Aware of all these contents, you cannot be unprepared and not sell your products. Without advertising, there is no visibility, and without clarity, there is no sale. Today, visibility can be achieved through social media, which have become an integral part of the sale/purchase of goods and products; therefore, every type of business will have to give more weight to the digital consumer, because soon it will constitute almost the entire audience on the market.