How Digital Marketing Influences Consumer Behavior

consumer behaviour

The pandemic made organizations realize the importance, relevance, and impact of the digital world on both consumers and businesses. Online marketing is no longer an option but a key marketing medium. It not only taps a business’s target audience but reaches its untapped markets. The digital space acts as an ocean of information about consumer behavior, trigger points, and consumer expectations, with everything just a click away. Understanding how a consumer behaves when exposed to information helps marketers to improve their messages and assist consumers to make informed purchasing decisions. A win-win situation for all!


  1. Social Media Marketing
    The exponential growth of digitization means that consumers have also embraced the digital transformation with smart devices, apps, and social media. With over 4.5 billion users (*source: Kepios), brands are using social platforms like Facebook, Instagram, etc. to learn and engage with audiences. According to McKinsey & Company, digitization has accelerated customer interactions over the media growth path

    Source: McKinsey & Company

    According to an Episerver Survey, on cross-channel consumer preferences, out of the 63% of consumers who clicked on social media ads, 33% made a direct purchase. Thanks to efficient ad targeting, social media ads can earn businesses a decent RoI.


2. eWoM

According to Oberlo, 71% of consumers with a happy brand experience, recommend it to others. Thus, effectively managing your online presence can build brand loyalty and positive consumer connections.

Using social media influencers is a powerful way of spreading brand advocacy. They help build brand trust, with 49% of consumers considering influencer recommendations for making purchase decisions.

roi channel segmentation

3. YouTube Advertising

According to Alexa, YouTube is the ranks second, after Google, in the list of search engines. With over 2 billion monthly active users, marketers are most likely to reach their target audience. In a study done by Google, it was found that 70% of viewers bought from a brand after seeing it on YouTube. Intent-based targeting also lifts the purchase intent by 100% with a 32% increase in ad recall.

dd24. Search Engine Optimization

Google accounts for over 70% of global desktop search traffic and the first five organic results receive around 68% clicks. A consumer typically researches to find information and evaluate alternatives before a purchase. With over 56 billion pages indexed by Google and over 200 ranking factors, it becomes necessary to use high-quality content and link building to rank higher on the SERP.

seo channel

5. Analytics

Web analytics allows marketers to track trends and customer preferences. Every interaction with a customer is measured and analyzed to understand the user journey in the purchase funnel. Marketers identify various touchpoints to lay down a roadmap. This helps businesses in optimizing processes and creating an effective marketing strategy.

google analytics

It is interesting to see how marketers can achieve a high RoI with real-time tracking with digital marketing as compared to traditional marketing tactics. Being able to impact consumerism through digital marketing gives brands a chance of gaining success with cost-effective and convenient methods.


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