Digital Marketing: Customer Behavior Analysis

 
D
igital marketing plan
 
Digital marketing fundamentals
:
1.
 
What is Internet/ Digital marketing
?
2.
 
the 
digital marketing environment
3.
 
 
the digital consumer behaviour
Digital marketing information systems
Digital marketing strategy development
1.
 
 Digital marketing strategy
2.
 
 digital 
marketing mix
3.
 
 E-Relationship marketing
Digital marketing: implementation and practice
 
The digital marketing environment
II- Customer journeys
 
 
 
The Digital Consumer Behaviour
Customer 
Analysis
 
Situation analysis should start with and centre on the
customer
. Customers’ attitudes towards the Internet have
changed significantly. 
In
 
consumer markets
, shoppers are
becoming more familiar with buying online and digital
technologies enable them to be well-informed when
making purchasing decisions.
In business markets
, some of the same principles apply
but the balance of power is less likely to be determined
by the Internet, this is because personal relationships
currently tend to be of greater importance when
negotiating sales 
than remotely transacted arrangements.
 
The Digital Consumer Behaviour
Customer 
Analysis
 
Consumer behaviour analysis can be considered from two
perspectives:
1.
Demand analysis
. This involves understanding the
potential and actual volume of visitors 
to an online
presence and the extent to which prospects convert to
tactical and strategic outcomes, e.g. lead generation and
sales.
2.
 
Digital consumer behaviour
. Here a marketer wants to
understand the needs, characteristics 
and digital
experiences or behaviours of target consumers. These
variables are often collectively referred to as customer
insight. Based on this analysis, customer segments can be
created which will be used to develop targeting
approaches as part of strategy and planning .
 
The Digital Consumer Behaviour
Customer 
Analysis
 
1.
Demand analysis
.
Digital demand analysis is about understanding:
current levels of use of the Internet and different
online services
how they relate to services and products the
organisation wishes to deliver online.
factors that affect how customers actively use the
digital services on offer
how conversion takes place
 
The Digital Consumer Behaviour
Customer 
Analysis
 
1.
Demand analysis
.
Digital demand analysis is about understanding:
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The Digital Consumer Behaviour
Customer 
Analysis
 
1.
Demand analysis
.
Digital demand analysis is about understanding:
 
how 
conversion
 takes place
 
Conversion marketing 
are
 
tactics used to convert as many
potential site visitors into actual visitors and then into
leads (
people who are interested in the products or
services)
, customers and repeat customers.
 
 
 
 
Multichannel conversion models
 
The Digital Consumer Behaviour
Customer 
Analysis
2. Digital consumer behaviour
.
Developing an understanding of digital customer
behaviour, is the second point to consider in customer
analysis. This includes:
Customer characteristics
, which reveal how different
types of individual behaviour can affect engagement with
the digital marketplace.
Customer personas
. These are thumbnail summaries of
a target audience which provide ways to visualise a target
audience.
The buying process 
and how digital marketing
techniques can be applied.
 
The Digital Consumer Behaviour
Customer 
Analysis
2. Digital consumer behaviour
.
 
Customer characteristics:
Types of individuals using the web have changed
significantly since 1995. In those early days, online
shoppers tended to be 
young males
, who were generally
better educated 
and 
wealthier
 than their contemporaries.
They also had both the 
confidence and desire
 to
experiment with the Internet, which at the time was an
exciting new channel.
 
The Digital Consumer Behaviour
Customer 
Analysis
 
2. Digital consumer behaviour
.
 
Customer characteristics
Two key areas can prove very fruitful when aiming to
identify consumer 
behaviour
:
1.
Demographic variables
: any personal 
attributes such
as age, gender, race, 
income, education,…
2.
Psychographic and behavioural variables 
. Any aspect
of a consumer’s perceptions, beliefs 
and attitudes
 
The Digital Consumer Behaviour
Customer 
Analysis
2. Digital consumer behaviour
.
 
Customer characteristics
 
These variables influence online behaviour, and in particular a
consumer’s intention 
to shop online. 
It has been found that
consumers who are primarily motivated by 
convenience
 
(
risk
aversion
)
 were more likely to make purchases online, while
those who 
value
 social interactions were found to be less
interested
 
For those who are more likely to make purchases online ‘their
interactions with an organisation’s website creates
opportunities for 
positive experiences
 
that can lead to long-
term relationship 
building’
 
The Digital Consumer Behaviour
Customer 
Analysis
2. Digital consumer behaviour
.
 
The Digital Consumer Behaviour
Customer 
Analysis
2. Digital consumer behaviour
.
 
Customer personas
A fictional profile that represents a particular target audience.
A thumbnail summary of the characteristics, needs,
motivations and environment of typical website users.
Creating personas is a powerful technique for developing
customer-centred online strategies, company presences and
campaigns.
Marketers can also develop secondary personas and
complementary personas to 
provide 
a fuller range of options.
 
The buying process
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In the realm of digital marketing, analyzing customer behavior is crucial for strategizing and planning. This involves understanding the shifts in consumer attitudes towards online shopping, the impact of digital technologies on purchasing decisions, and the nuances of demand analysis and digital consumer behavior. By delving deep into these aspects, marketers can create targeted approaches and customer segments to enhance their online presence and drive conversions effectively.

  • Digital marketing
  • Customer behavior
  • Consumer insights
  • Online shopping
  • Demand analysis

Uploaded on Mar 26, 2024 | 5 Views


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  1. Digital marketing plan Digital marketing fundamentals: 1. What is Internet/ Digital marketing? 2. the digital marketing environment 3. the digital consumer behaviour Digital marketing information systems Digital marketing strategy development 1. Digital marketing strategy 2. digital marketing mix 3. E-Relationship marketing Digital marketing: implementation and practice

  2. The digital marketing environment II- Customer journeys

  3. The Digital Consumer Behaviour Customer Analysis Situation analysis should start with and centre on the customer. Customers attitudes towards the Internet have changed significantly. In consumer markets, shoppers are becoming more familiar with buying online and digital technologies enable them to be well-informed when making purchasing decisions. In business markets, some of the same principles apply but the balance of power is less likely to be determined by the Internet, this is because personal relationships currently tend to be of greater importance when negotiating sales than remotely transacted arrangements.

  4. The Digital Consumer Behaviour Customer Analysis Consumer behaviour analysis can be considered from two perspectives: 1. Demand analysis. This potential and actual volume of visitors to an online presence and the extent to which prospects convert to tactical and strategic outcomes, e.g. lead generation and sales. 2. Digital consumer behaviour. Here a marketer wants to understand the needs, experiences or behaviours of target consumers. These variables are often collectively referred to as customer insight. Based on this analysis, customer segments can be created which will be used to develop targeting approaches as part of strategy and planning . involves understanding the characteristics and digital

  5. The Digital Consumer Behaviour Customer Analysis 1. Demand analysis. Digital demand analysis is about understanding: current levels of use of the Internet and different online services how they relate to services and products the organisation wishes to deliver online. factors that affect how customers actively use the digital services on offer how conversion takes place

  6. The Digital Consumer Behaviour Customer Analysis 1. Demand analysis. Digital demand analysis is about understanding: . . . ) . (

  7. The Digital Consumer Behaviour Customer Analysis 1. Demand analysis. Digital demand analysis is about understanding: how conversion takes place Conversion marketing are tactics used to convert as many potential site visitors into actual visitors and then into leads (people who are interested in the products or services), customers and repeat customers.

  8. Multichannel conversion models

  9. The Digital Consumer Behaviour Customer Analysis 2. Digital consumer behaviour. Developing an understanding behaviour, is the second point to consider in customer analysis. This includes: Customer characteristics, which reveal how different types of individual behaviour can affect engagement with the digital marketplace. Customer personas. These are thumbnail summaries of a target audience which provide ways to visualise a target audience. The buying process and techniques can be applied. of digital customer how digital marketing

  10. The Digital Consumer Behaviour Customer Analysis 2. Digital consumer behaviour. Customer characteristics: Types of individuals using the web have changed significantly since 1995. In those early days, online shoppers tended to be young males, who were generally better educated and wealthier than their contemporaries. They also had both the confidence and desire to experiment with the Internet, which at the time was an exciting new channel.

  11. The Digital Consumer Behaviour Customer Analysis 2. Digital consumer behaviour. Customer characteristics Two key areas can prove very fruitful when aiming to identify consumer behaviour: 1. Demographic variables: any personal attributes such as age, gender, race, income, education, 2. Psychographic and behavioural variables . Any aspect of a consumer s perceptions, beliefs and attitudes

  12. The Digital Consumer Behaviour Customer Analysis 2. Digital consumer behaviour. Customer characteristics These variables influence online behaviour, and in particular a consumer s intention to shop online. It has been found that consumers who are primarily motivated by convenience (risk aversion) were more likely to make purchases online, while those who value social interactions were found to be less interested For those who are more likely to make purchases online their interactions with an organisation s opportunities for positive experiences that can lead to long- term relationship building website creates

  13. The Digital Consumer Behaviour Customer Analysis 2. Digital consumer behaviour.

  14. The Digital Consumer Behaviour Customer Analysis 2. Digital consumer behaviour. Customer personas A fictional profile that represents a particular target audience. A thumbnail summary of the characteristics, needs, motivations and environment of typical website users. Creating personas is a powerful technique for developing customer-centred online strategies, company presences and campaigns. Marketers can also develop complementary personas to provide a fuller range of options. secondary personas and

  15. The buying process

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