what this profile is like and tips to communicate better with them

Faced with such a dynamic reality and a market made up of disruptive solutions, what can we

expect from the behavior of the digital consumer , whose online and offline worlds blend into

a single experience?

Understanding the current context is already a big step towards understanding the approach that

successful brands have taken, especially regarding digital marketing strategies .

In this article, we focus our attention on this topic so that there is no doubt about what the market and

your customers expect from you. Check out what we will discuss in the next paragraphs:

Are you curious? Then continue reading our post !

Why should we understand digital consumer behavior?

Understanding digital consumer telegram number list behavior is essential to understanding the

impact of cultural, economic and technological changes on everyone’s lives, whether in the routine of

companies or in the daily lives of individuals.

If this isn’t the first piece of marketing content you’ve consumed , you’re probably used to the

maxim: know your target audience . This advice – which for many has become jargon – tells us

that the consumer should be at the center of the strategy, and this is one of the pillars

of modern marketing practices.

With such a wide range of products on offer in an environment where geographical limitations do not

exist and user opinions are stronger than advertising, consumers are the ones who dictate the rules of

the game.

In this way, companies that adapt their solutions, attention, promotion and

communication to the habits, needs and values ​​of these people manage to achieve good

positions in the market.

This fact is even reflected in large retail companies, which are betting on increasingly personalized

actions. It also helps us understand why old audience descriptions sound outdated in the face of the

rise of brands and buyer personas .

These and many other findings are part of a moment called Marketing 4.0. This concept serves as a

starting point for understanding the digital consumer.

What does Marketing 4.0 mean?

The concept popularized by Philip recapitulating our article on website architecture Kotler refers to the so-called Industry 4.0 , an effort that aims to modernize and optimize computational, industrial and administrative processes in different countries.

Both terms are a response to the global movement known as digital transformation . This initiative, among several other proposals, provides for the adaptation of companies to the new patterns of behavior in society, arising from the rise of digital technologies.

Kotler addresses the concept in his eponymous work as a panoramic view of marketing practices, from traditional to digital.

This means that the growth of online actions does not imply the end of offline strategies , but it does require companies to combine these two environments into a single experience.

This omnichannel perspective is due to three phenomena that are mentioned in practically all corporate communication works today. Find out more about them below!

The Google Effect

Search engines have completely bonaire businesses directory changed the way people search for solutions of all kinds, but it was Google that was responsible for making this change official and directing the production of content on the Internet.

For example, Google Adwords – now Google Ads – was one of the tools that revolutionized the way of advertising on the web .

As far as organic searches are concerned, virtually all active professional pages follow SEO parameters – search engine optimization – strongly supported by the behavior of the major search engine.

Nowadays, it is enough to announce an update to your rules for the entire universe of websites to take action, thus adjusting as quickly as possible to your new requirements.

This incredible power to influence the online content market is due to the fact that Google is the starting point of almost every consumer’s journey today . This is also the reason behind the aggressive competition between pages for the top spot in the SERPs .

The social media effect what-this-profile

The second phenomenon that has completely changed the relationship between brands and their consumers is social networks .

These platforms have existed since the end of the last century, but Facebook has positioned itself as the one responsible for spreading this idea throughout the world and demonstrating to marketing professionals that they are also valuable resources for corporate strategies.

Social media offers a wealth of consumer data , something that was unimaginable just a few decades ago. However, what it really offers is the opportunity for brands to get closer to the daily lives of their audiences, to the point of involving them.

In addition to Facebook, companies use several platforms to spread their ideas and products such as Instagram , Twitter and LinkedIn. All of them are well equipped with advertising and relationship tools.

The services effect what-this-profile

The latest phenomenon, which has also contributed to shaping digital consumer behaviour, is service delivery platforms. After the launch of the iPhone in 2007, the world definitively entered the era of apps.

In fact, these solutions have contributed to the emergence of the sharing economy.

In this business model, commerce, urban mobility and hosting services are intermediated by digital systems and allow transactions to be carried out directly between consumers (C2C), between companies (B2B) or between both (B2C) .

E -commerce has been successful, but service platforms have been responsible for introducing digital culture in several countries. For the first time in history, people have great power in the palm of their hands.

Who is the 4.0 consumer? what-this-profile

Given all these facts, we come to the digital consumer or consumer 4.0, who should be the target of your marketing actions.

The majority of these consumers are millennials , people born between the 1980s and 1990s, the generation that felt first-hand the avalanche of transformations brought about by the evolution of digital technologies.

However, the cultural impacts of technology are not limited to this group. In fact, people of all ages are present on the Internet and their behavior reflects the phenomena predicted by Marketing 4.0.

This means that the digital consumer transcends generations, although some aspects are more important among young people. Below, learn about their main characteristics.

1. Demanding

This feature can be seen as a legacy of marketing 3.0. This consumer is not convinced by good products and services: they expect their favourite brands to inspire, reflect their values ​​and act in favour of important causes.

In the context of marketing 4.0, consumers are becoming even more demanding, as they have the help of a series of tools to monitor and demand attitudes from companies. In addition, the enormous availability of alternatives on the market greatly increases their bargaining power.

2. Curious what-this-profile

The modern consumer never lets a single doubt pass. Yes, you scan the web looking for reviews, testimonials and other arguments that prove the relevance and quality of what you want to buy . But that’s just the tip of the iceberg !

Users consult Google several times a day for different reasons, from the most banal to the most complex. It is precisely this ease of finding solutions that arouses people’s curiosity.

3. Interactive what-this-profile

In the past, corporate communication was generally one-way. Companies promoted their messages in the media and people passively consumed this content.

Today, consumers have the opportunity to interact directly with their brands’ posts, actively participating in their performance and impact.

However, it is important to note that people do not simply criticize or praise companies for the value inherent in such attitudes; once they truly enjoy participating and expressing themselves on the Internet.

4. Independent what-this-profile

Finally, we have independence as a key element to understand consumer behavior in the digital age and the success of many companies in recent years.

The new generations are anxious, have no patience for ads and like to solve their problems intuitively, without too many steps.

When we think about digital accounts, delivery apps, and even e-commerce, it’s easy to understand what people really appreciate about these services.

In a nutshell, what they deliver is agility, convenience and autonomy – that is, they are simplified ways of solving problems that used to require much more time, effort and sometimes money.