How Digital Marketing Has Changed Customer Expectations


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Digital marketing has brought businesses and consumers many things, including brand awareness and easy access to products. This was all part of the plan to better the user experience and extend business reach. But there’s one aspect of digital marketing rising in power that most marketers didn’t foresee: consumer empowerment.

Digital marketing has effectively changed consumer behavior, creating a revolution of sorts that puts the power of changing trends in the hands of the customers. It gives them more control over what they buy and how, and understanding this fact will be one of the most useful tools in your digital marketing toolbox. There are many important customer-oriented marketing aspects to master today if you hope to stay competitive in such a close-knit market.

The Consumer Must Always Come First

Shifting company perspective to more closely match that of the consumer’s needs is becoming mainstream. If there’s one thing to remember from this lesson, it’s that consumers are far less tolerant with companies because they don’t have to be. They’re no longer required to put up with one particular company. If they don’t like things, they can easily move on to a competitor or big box store for the same products and services.

Essentially, the customers get to call the shots. They know what they want. More than that, they know you’ll give it to them if you want to stay in business. For that reason, the consumer must always be at the forefront of your operations. 

The Customer Voice Reaches Much Farther Now

Thanks to social media, the internet, and mobile technology, consumer-to-consumer dialogue has grown exponentially. In the past, consumers could only share their opinions about a particular business with family, close friends, and neighbors. These discussions were generally limited to the phone numbers in a person’s address book.

Now, a single tweet can be retweeted and shared across the web, with the potential to reach millions. With that kind of power, it puts a lot of pressure on companies to ensure their customers have great experiences. Otherwise, they have the potential to lose customers quickly and have tarnished reputations, all thanks to one seemingly insignificant social media post.

The User’s Opinion Must Be Taken Into Consideration

It’s essential in today’s marketplace to respect the user’s opinion and take it into consideration when altering products and marketing tactics. Customers have a lot of options for making purchases, and if you aren’t listening to their demands, they’ll find a company who will.

Companies must go out of their way to gain customer insights and include them in their evolving strategies. Surveys, social interaction, big data collection, and customer service experiences can all yield information that can be used for the betterment of your company.

Today, customers have the power to tell you how your company should be running and what services you should be offering. Those who take such insights seriously are those who will excel in their chosen markets. 

Larry Alton
Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.


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