In short, a digital consumer is the same as a regular consumer. They look at products, they request discounts, and they are still unsure about which brands they should support and stay loyal to. All consumers are human beings who try to communicate with the each other and brands, however, the communication platforms have changed drastically.
Digital consumers use digital platforms to communicate with brands and buy products and services. The digital platforms can be everything from websites to social media, and they are changing and evolving constantly due to innovation within technology. It is crucial as a brand to understand and pay attention to these changing technologies and digital platforms. A good place to start is to plan ahead as there is most often a lot of buzz around new technology and digital platforms before they are released.
Research is Your Saviour
The increasing access to information and the evolving communication between consumers are changing consumer behaviour as we know it, and for that reason, a brand who cannot reach and engage consumers digitally is in serious trouble. Digital consumer research is your saviour when you try to understand them and their behaviour.
Start by defining your target audience and ask some simple questions:
- Who are they?
- What inspire them?
- Where do they search information?
- How do they access information?
- Which digital platforms do they use?
- How do they use the digital platforms?
Read books, research articles, and case studies from for example WARC. Take all the information based on research and try to find insights that you can use to reach and engage your digital consumers. Remember to be transparent and include the consumers in the conversation – comment on their comments and content and treat the digital consumers as your friend. With fun and respect you will come a long way.
