The Power of the People

In an online environment, consumers now have the power. Businesses need to be open, honest, and transparent in their communication as information is readily available on multiple platforms. Customer loyalty drives revenue, and building a strong brand is key to increase customer loyalty. Finding brands they can trust is important to consumers. Social media is a powerful e-marketing platform to develop brand awareness and people are more likely to recommend a brand they ‘like’ or follow on social media. This can also lead to consumers becoming brand advocates for a company. Read Why and How you should use internet marketing to improve brand awareness here.

Consumers experience the same buying process steps online. Identifying needs, searching for information, evaluating alternatives, purchasing, and post-purchase evaluation/activities. However, consumer behavior has additional components that are accentuated online. For example, consumers are more likely to purchase a brand or product if it is seen within their circle as popular.

Facebook and Instagram ‘likes’ and follows help brands build their popularity.

Consumers are more likely to trust information sent to them ‘shared’ (via social media, or email) by a friend and can link to a purchase via affinity. Similarly, celebrities or famous figures have authority when recommending brands, products or websites.

Consumers today are time poor and are bombarded with information. They have modified their behavior to enable them to quickly find the information they need. They use more sophisticated search queries, rely heavily on images, read recommendations, research facts and find the best price.

Consumers want facts and specific details about a product quickly and business need to be maximizing their online exposure and optimizing their data feed to turn browsers into shoppers.

Consumers are now turning to visual platforms like Pinterest and Instagram for inspiration within a context to help with a search or purchase. Successful businesses using these platforms are able to communicate a strong lifestyle feel for their brands, creating authentic content that generates a community of followers.

Recommendations via social media sites are valuable in influencing buying decisions. Brands that use these platforms to engage with customers have ‘an opportunity to drive awareness in an organic, authentic way, which can lead to a higher intent to purchase.’