The world has changed with the Internet; expectations of consumers and services of companies have also diversified. The strongest reflections of this change manifested itself in the online universe. When the change took place in this direction, the efforts of companies to exist on the Internet increased considerably. Digital marketing strategies gained importance, web design began to be considered; social media management has become the factor that makes the difference.
Have you ever thought why? How many people shop online and their marketing strategies target the internet?
Firstly; We would like to emphasize that digital marketing strategies cannot be classified as marketing methods developed only to influence the online shopping audience. Anyone who has access to the internet but does not shop, as well as those who shop online, is in the online consumer class. In other words, children studying, university students, shopkeepers, civil servants, unemployed and leaders; they are all online consumers. The fact that they do not shop online does not change the fact that they are actors of the internet, or it does not eliminate the necessity of companies that do not sell online. For this reason, online consumers need to be recognized and addressed correctly through the right channels.
Common Characteristics of Online Consumers
- Online consumers research; With the spread of the Internet, everyone started to use search engines. They tended to learn all the subjects they were curious about online, and to examine user comments before shopping. As the internet became an authority providing information in all areas of life, companies began to realize the importance of appearing more on the internet. Online consumers conduct research and shape their purchasing behavior with the information they have obtained as a result of their research. Since they prefer to have an idea about the companies, the companies that appear frequently in the inquiries increase their brand awareness by having the chance to express themselves more.
- Online consumers use social media; The attention of online consumers can be drawn very easily by sharing on social media. The fact that we are among the countries that use social media the most in the world should not be overlooked by companies. There is an audience that spends hours on different social media channels every day. This audience is not only easily influenced but also fond of freedom. It is aware of the fact that it is surrounded by many alternatives and is aware of its impact. Companies that use digital marketing strategies and receive social media management services to attract the attention of online consumers have a much higher chance of being successful on these platforms.
- Online consumers comment, read comments; Online consumers, who are influenced by the comments they read on social media, websites and forums and shape their behavior, also like to influence others by commenting. For this reason, you can easily come across the opinions of your target audience about your products or services in different channels. These habits of online consumers are both advantages and disadvantages of companies. Appreciations return as sales; Negative comments damage the brand image. However, since companies have the opportunity to respond to negative comments, they can defend themselves. In this way, they can avoid misunderstandings and capture the loyalty of their customers.
- Online consumers turn to companies that make a difference; Because many companies come across with the same service, online consumers find it difficult to make a decision. They look for solid reasons to choose a brand. Some companies with their past; some with their services; some of them stand out with their quality and some with different perspectives. To attract the attention of online consumers, companies need to differentiate from others. Every company should focus on offering innovations specific to the sector in which it operates and appealing to the emotions of its target audience. As the competition is fierce, the first to make a difference will reap the rewards.
- Online consumers do not like to be kept waiting; Online consumers want to quickly access the information they have acquired. If they have asked questions to companies, they expect to get a quick response. As they are aware of the possibilities offered by the Internet, they cannot tolerate wasting time. For this reason, companies need to fulfill their demands as soon as possible. They need to make an effort to strengthen their brand image, gain customer loyalty, and reach potential customers at the same time.
What Should Companies Do If They Want To Win The Hearts Of Online Consumers?
Since we share the common characteristics of online consumers, we can easily make inferences about what companies should do.
- Companies should increase their presence on the internet with their digital marketing strategies.
- They should focus on social media management and get support from professionals if necessary.
- It must be creative to be noticed by online consumers.
- Companies should respond very quickly to the comments and questions of their customers. Thus, they can make their customers feel valued.
- Firms should be aware that they have competitors; should produce content that adds value to online consumers. Benefiting them is the most important element of making a difference.