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E-Consumer Behaviour

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13 views17 pages

E-Consumer Behaviour

Uploaded by

h.benyahia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Digital marketing plan

Digital marketing fundamentals:


1. What is Internet/ Digital marketing?
2. the digital marketing environment
3. the digital consumer behaviour
Digital marketing information systems
Digital marketing strategy development
4. Digital marketing strategy
5. digital marketing mix
6. E-Relationship marketing
Digital marketing: implementation and practice
The digital marketing environment
II- Customer journeys
The Digital Consumer Behaviour
Customer Analysis

Situation analysis should start with and centre on the


customer. Customers’ attitudes towards the Internet have
changed significantly. In consumer markets, shoppers are
becoming more familiar with buying online and digital
technologies enable them to be well-informed when
making purchasing decisions.
In business markets, some of the same principles apply
but the balance of power is less likely to be determined by
the Internet, this is because personal relationships
currently tend to be of greater importance when
negotiating sales than remotely transacted arrangements.
The Digital Consumer Behaviour
Customer Analysis

Consumer behaviour analysis can be considered from two


perspectives:
1. Demand analysis. This involves understanding the potential
and actual volume of visitors to an online presence and the
extent to which prospects convert to tactical and strategic
outcomes, e.g. lead generation and sales.
2. Digital consumer behaviour. Here a marketer wants to
understand the needs, characteristics and digital experiences or
behaviours of target consumers. These variables are often
collectively referred to as customer insight. Based on this
analysis, customer segments can be created which will be used
to develop targeting approaches as part of strategy and
planning .
The Digital Consumer Behaviour
Customer Analysis

1. Demand analysis.
Digital demand analysis is about understanding:
current levels of use of the Internet and different
online services
how they relate to services and products the
organisation wishes to deliver online.
factors that affect how customers actively use the
digital services on offer
how conversion takes place
‫‪The Digital Consumer Behaviour‬‬
‫‪Customer Analysis‬‬

‫‪1. Demand analysis.‬‬


‫‪Digital demand analysis is about understanding:‬‬
‫‪‬مس تويات االس تخدام الحالي ة لإلن ترنت والخ دمات‬
‫اإللكترونية المختلفة‪.‬‬
‫‪‬كي ف ترتب ط بالخ دمات والمنتج ات ال تي ت رغب المؤسس ة‬
‫في تقديمها عبر اإلنترنت‪.‬‬
‫‪‬العوامل التي تؤثر على كيفية استخدام العمالء للخدمات‬
‫الرقمية التي يتم تقديمها بنشاط‪.‬‬
‫‪‬كيفي ة ح دوث التح ول (التح ول من زائ ر إلى عمي ل‬
‫نشط)‪.‬‬
The Digital Consumer Behaviour
Customer Analysis

1. Demand analysis.
Digital demand analysis is about understanding:

how conversion takes place

Conversion marketing are tactics used to convert as many


potential site visitors into actual visitors and then into
leads (people who are interested in the products or
services), customers and repeat customers.
Multichannel conversion models
The Digital Consumer Behaviour
Customer Analysis
2. Digital consumer behaviour.
Developing an understanding of digital customer behaviour,
is the second point to consider in customer analysis. This
includes:
Customer characteristics, which reveal how different
types of individual behaviour can affect engagement with
the digital marketplace.
Customer personas. These are thumbnail summaries of a
target audience which provide ways to visualise a target
audience.
The buying process and how digital marketing techniques
can be applied.
The Digital Consumer Behaviour
Customer Analysis
2. Digital consumer behaviour.

Customer characteristics:
Types of individuals using the web have changed
significantly since 1995. In those early days, online
shoppers tended to be young males, who were generally
better educated and wealthier than their contemporaries.
They also had both the confidence and desire to
experiment with the Internet, which at the time was an
exciting new channel.
The Digital Consumer Behaviour
Customer Analysis

2. Digital consumer behaviour.

Customer characteristics
Two key areas can prove very fruitful when aiming to
identify consumer behaviour:
1. Demographic variables: any personal attributes such as
age, gender, race, income, education,…
2. Psychographic and behavioural variables . Any aspect
of a consumer’s perceptions, beliefs and attitudes
The Digital Consumer Behaviour
Customer Analysis
2. Digital consumer behaviour.

Customer characteristics

These variables influence online behaviour, and in particular a


consumer’s intention to shop online. It has been found that
consumers who are primarily motivated by convenience (risk
aversion) were more likely to make purchases online, while those
who value social interactions were found to be less interested

For those who are more likely to make purchases online ‘their
interactions with an organisation’s website creates opportunities for
positive experiences that can lead to long-term relationship
building’
The Digital Consumer Behaviour
Customer Analysis
2. Digital consumer behaviour.
The Digital Consumer Behaviour
Customer Analysis
2. Digital consumer behaviour.

Customer personas
A fictional profile that represents a particular target audience.
A thumbnail summary of the characteristics, needs,
motivations and environment of typical website users.
Creating personas is a powerful technique for developing
customer-centred online strategies, company presences and
campaigns.
Marketers can also develop secondary personas and
complementary personas to provide a fuller range of options.
The buying process

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