In the past, people used to visit shops every day physically to purchase products. Gradually, with advancements in technology, consumers have reduced the number of visits to the stores as the online purchasing system has taken control of the current market system. Customers today prefer to shop online from the comfort of their homes rather than traveling to the shops whether to buy in bulk or even just one single item.
After 2020, there has been a surge in shopping online, be it for household groceries or various other products in the market. The majority of the organizations have measured an increase in internet purchasing after the start of Covid-19. In fact, according to statistics, it has increased 67% of consumers’ shift to online shopping. This market shift has forced several businesses to focus on curating online marketing strategies in order to retain customers.
Impact of E-Marketing on Consumer Purchase
With the positive effect of digital marketing on consumer behavior, the process of decision-making has become quick and easy. It enables the customer to examine every factor before the final purchase.
As the market is evolving, consumers are also accepting the digital era and its new trends offering ease in their purchasing methods. One of it includes experimenting with new brands and products. It was seen earlier that the customers were then resilient in accepting new brands. However, with availability of the online information, consumers are aware of the benefits and features of the specific products required.
Furthermore, using Artificial Intelligence leverages customers to make the right buying decisions. Brands that incorporate AI attract customer attention as it enables offering the services and support required by users. Hence, users that require quick services prefer products and brands which adapt new digital trends.
Technology, especially social media means that consumers now have the power of projecting their opinion on a large audience. E-marketing also means shifting loyalties to brands by consumers as they are less hesitant today to switch brands. Thanks to the incessant penetration of mobile technology and the internet, there has also been a significant increase in customer engagement. From impulsive buying to less patience and higher expectations, E-marketing has also made consumers expect a more personalized experience.
Modern Online Marketing Strategy Used by Brands
Today, influencer marketing is the most used method of creating a brand name quickly in the modern market system. In 2022, the influencer marketing impact is to grow by $16.4 billion compared to the previous years. Hence, what the consumers’ role models are endorsing plays a crucial role in their final purchase-making process.
Digital marketing leverages brands to publicize their products and services on the right platform at the right time. With the help of analyzing customer behavior, organizations are able to create marketing strategies favoring the interests, and demands of the consumer. It hence lures the customers to make an online purchase.
The marketing trend of word-of-mouth also holds the power to influence the digital marketing system. If the consumers find trustworthy and realistic reviews or comments for a brand, then it increases the purchase from a particular brand name.
E-marketing enables customers to gain a personalized experience way before the final process of buying. It allows the consumers to create a relationship that empowers them to feel like an important part of the brand and its market value. We can summarize that there is a positive impact of e-marketing on consumer decision making as it is able to provide consumers a variety of options including product comparison, information screening, and dependability. Hence, digital marketing or e-marketing plays a powerful role in the consumer purchase behavior.
Author: Ashwani Arora