Impact of Digital Marketing on Consumer Behavior in the Internet Age

This essay examines the impact of digital marketing on consumer behavior in the internet age, focusing on how the internet and mobile technology have reshaped consumer media habits and purchasing decisions. It highlights the shift towards online shopping, social media engagement, and the demand for personalized brand experiences. The author reflects on their own experiences as a consumer, emphasizing the importance of online reviews, social media presence, and post-purchase assistance. The essay also addresses the challenges of digital marketing, such as ad blockers and consumer impatience, and suggests strategies for marketers to adapt to the networked consumer by focusing on word-of-mouth marketing and creating consistent, personalized brand messaging. The conclusion emphasizes the need for businesses to leverage digital marketing to improve brand visibility, traffic, and sales.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the Organization
Author Note

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Due to the emergence of digital marketing, I generally purchase mainly those which
looks good to me and which I find convincing. I always compare any particular brand with
others before the purchase and I finally fix my mind on the one which suits me in terms of all
elements. As per my view, the presence on the platform of social media matters for me a lot.
Before making any kind of decisions I always go for all the reviews regarding any particular
brand of a definite site and check if all is appropriate. Even I research a lot on Google for
obtaining several reviews from different customers and finally my choice of purchase totally
depends upon that. I and several customers like me are always experimenting like this. I recently
bought a product named Cetaphil which is a cleanser for oily skin and before purchasing it I
searched a lot in Google and several online shopping sites like Amazon.com and many others. I
then checked all the reviews and finally came to know that it is quite a good product approved
medically. After my purchase and after using it for few days, I myself posted my personal
review. I do not trust on one particular brand and my choice keeps on changing and this happens
when there are a number of options are available in the market with extra and unique features. As
per my view, this happens when the competitors of product come out with even better features
and better strategies of marketing. I am very much into social media sites like Facebook, Twitter,
Snapchat as well as Instagram and due to this I always see several kinds of brands on these sites
and there is a lot of buzz created by them. As per my opinion, nowadays digital is playing a
critical role in almost every aspects of marketing which involves awareness creation,
engagement of customer like me, acquisition of customers and development of the product.
Digital marketing has increased a lot after the introduction of the mobile technology with lesser
penetration of desktops or computers which is allowing us to consume a lot of media and interact
with others. The introduction of mobile technology has become a medium for us to access the

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internet. I am constantly into the digital content, whether by using emails for sharing messages or
using online shopping sites like Amazon.com which is used by me a lot.
Due to this digital marketing, a huge number of products of different kinds of brands are
available to us at just on the tips of the fingers. After selecting a particular product, I just have to
click on that product and click on “buy now” option and after selecting a particular payment
method my order will be placed finally. I will then get that product which I wanted within two or
even one day. I have several experiences regarding different brands and due to this it becomes
very much easier to navigate. I do not wait around if my brand experience is not that much
satisfying. As per my view, several recommendations from different people are considered to be
five times more trusting than the marketing of brand as per the word of mouth association of
marketing. I can say confidently that nowadays, several other customers like me similarly spend
more time in surfing the sites of social media and the decisions about their purchase and often
reflect sharing or information and interactions with friends or other kind of influencers. This
digital marketing theme has made us quite impatient as well as impulsive and seeks gratification
immediately. We always want services to be provided immediately and we generally prefer next-
day delivery sites. The biggest change in our behaviour is that we mainly expect an experience
which will be both consistent and personalised. We mostly desire and expect personalised brand
messaging. As per my concern, I am a variety seeker. I have left the old logo heavy companies
and sites which scrambles for assimilating their products which suits modern tastes. Nowadays
Zappos.com is on high demand and have found it better than Amazon.com personally. I have
ordered a shoe from this site recently and this site has an extra facility of providing a 365 day
guarantee of cash back. I am totally attracted by the social presence of the site and it also have a
free shipping. I have got my order delivered at the right time which I expected and the product

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was also a cool one. In the recent time, I personally put more emphasis on post experience of
purchase and this is possible only with a type of offer which is built in of the post purchase
assistance. The main change in our behaviour is that we increasingly turn away from anything
which is perceived as marketing. We have become more technology oriented and are becoming
impatient a lot towards all the content and messages which are irrelevant. I have installed ad
blockers recently. We spend more time on several platforms of social media and our decisions
are totally dependent upon the interactions with friends by taking their reviews. Knowing this, I
have noticed that the marketers who are leading are adapting their strategies for increasingly
reaching the networked consumers and place more stress on tactics like word of mouth
marketing. Nowadays everything is done online starting from buying movie tickets to buying any
household furniture. Internet has brought an excessive change in our lifestyle. Internet marketing
or digital marketing has provided us with a lot of benefits. As per my concern, if anyone is
planning for starting a business and really want to improve that business then he/she can hire an
agency of online marketing responsible for taking care of all activities starting from designing
the website of the particular business to implement various techniques of marketing involving
the digital marketing. Digital marketing will definitely help in improving the business and in the
visibility of brand and its traffic and sales.

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