Some of the digital marketing channels used to reach out to consumers include:
Email Marketing, Social Media Marketing, Mobile Marketing, Online Affiliate Marketing
Effects of promiting and selling of products using various digital channels
Good morning everyone, today I will present my research about the effects of digital
marketing on consumer buying behavior in Philippines.
nowadays, technology is changing the ways in which marketers and consumers
interact. The advent of the internet and the web has changed the dynamics of
businesses. Marketing activities is now carried out through digital channels enabled
markets to communicate directly with potential customers regardless of their geographic
location. Understanding the way to use digital channels has exaggerated, just like the
web, social media, e-mail, and mobile phones, and marketers are currently using these
channels for various functions. For instance, some marketers use them for getting new
customers, whereas some specialize in serving customer higher.
The new 2021 Philippine Digital suite of reports from We are social, a global
conversation agency and Hootsuite, reveals that there were 73.91 million internet users
in the Philippines. According to the report, Filipinos spend an average of 4 hours and 15
minutes each day on social media. Brands and businesses now in the Philippines
navigate in more sophisticated, user-centric digital environments to promote their
products and services. They’re finding new “click and mortar” homes through e-
commerce platforms such as Shopee, Lazada, or Zalora, while have others build their
own mobile commerce applications. Service-based brands are also stepping up their
presence on digital, whether it’s on owned channels (such as their own website), pay
per click advertising, or social media.
Businesses leverage digital channels such as search engines, social media,
email, and their websites to connect with current and prospective customers. The main
advantage of digital marketing is that a targeted audience can be reached in a cost
effective and measurable way. Other advantages include increasing brand loyalty and
driving online sales. The digital age and rise of digital marketing has elicited a paradigm
shift in consumer behaviour. Today’s consumers are more enlightened and empowered.
They are constantly being flooded with more digital content than ever before and they
have become more demanding. They know more than ever about what they want, how
they want it and from whom they want.
The main objective of the study is to identify the effects of digital marketing on
consumer buying behavior and the findings of the study reveals that digital marketing
influences consumer decision making process.
Decision making process for each consumer starts when there is a need for something.
Need recognition occurs when a consumer is faced with a difference between an
actual and a desired state. Digital Marketing allows marketers to connect with their
customers and allows customers to receive information anytime and anywhere. (whether
they are at work, in a store, or surfing the web.) Digital marketing message scan act as external
cues that help consumers to recognize a need, triggering a decision-making process
that might result in a purchase.
The second stage is information search where the consumer searches for information
regarding different alternatives that can purchase to satisfy the need. digital technology
offers the convenience of accessing and sharing information at their comfort. With the
help of mobile internet, Consumers are able to access information and opinions about
products and services within seconds, providing them with enough facts to make
informed purchase decisions.
The third stage is Evaluation of Alternatives. After conducting an information search,
customers evaluate alternatives in order to make a final decision. While giving a final
decision, consumers take into consideration the different attributions of the product or
service such as quality, price, and location. Digital marketing tools can be very effective
if they are used in relevant mobile channels in order to reach consumers who are
evaluating alternatives and appropriate digital marketing actions might result in a
purchase.
After evaluation of alternatives, the purchase decision is the next step in the consumer
decision making process. Using digital technology, online/digital marketing can mobile
services can improve the consumer shopping experience at the purchase stage by
making the product ordering, purchasing and payment more convenient thereby saving
customer’s time and money.
The last stage is Post Purchase. post purchase behaviour indicates the level of
dissatisfaction or satisfaction the customer derives from the experience. Digital
marketing can improve post-purchase customer service experiences. For instance,
customers can receive updates on the order status for items purchased and provide feedback on product
performance. Customer support can be enhanced by delivering more interactive content
(e.g., images, video) and consumer engagement through social media channels. Marketers
can improve post purchase experience by using digital marketing tools.
So moving on to the environmental impact of digital marketing.
The continuous increase of digital services such as streaming video, web browsing or
data exchange over time has attracted some attention towards the environmental
impact of the Internet. Direct environmental impact of digital services results from the
energy consumption of devices involved in delivering the service and from the
resources consumed to manufacturing and disposing of the devices. Digital media was
seen as a “green” option for communicating. But the truth is, Communicating
electronically is harmful to the environment too. We know that Some of the materials
and electronic devices required for digital marketing are made from routers and servers.
Although electronic devices are getting smaller, they still require a lot of plastic and
other manmade materials. (Additionally, many of the electrical components require rare metals which have
to be mined – and there are only finite resources of them.) And once the electrical devices are no
longer working, they have to be disposed of somewhere which can contaminate nearby
crops and harm the local population.
In conclusion
HOW COULD I BE A GOOD MARKETER?
To become a good, more sustainable and environmentally aware as a marketer
First, instead of dumping the old or damaged electrical devices somewhere , I will look
for a Responsible Recycler. (when some of the electronic devices that I am using for
marketing are too old or too damaged.) (Many recyclers dump e-waste in Third World landfills,
where workers process e-waste manually and are exposed to hazardous substances. )
Second, I will use alternative promotional items like reusable tote bags because through
creating promotional bags from sustainable materials I will be able to minimize my
company’s carbon footprint.
third, I will donate and support environmental organizations because they are doing
amazing work around the globe. And I think that these environmental groups need
OUR support in protecting our natural resources and ensuring sustainability for our own
and for future generations.
HOW DOES MARKETING CAN CONTRIBUTE IN BUILDING THE NATION?
Businesses are one of the pillars sustaining any nation-building process. Successful
operation of marketing activities of businesses creates and increases the demand for
goods and services in society. And high sales for a business that employs successful
marketing strategies translate into expansion, job creation, higher tax for the
government and eventually overall economic growth.
