Consumer Behavior: How Digital Marketing Influences Customer Decisions

This presentation explores the profound influence of digital marketing on consumer behavior across various industries, particularly focusing on the hospitality and travel sectors. It delves into how digital platforms shape customer awareness, information processing, and evaluation of products and services. The Engel-Kollat-Blackwell theory is examined to understand the stages of consumer decision-making. The presentation also discusses the positive and negative impacts of future trends on consumer behavior, highlighting the importance of awareness techniques and addressing potential infrastructure limitations. Furthermore, it identifies key digital platforms used to influence customers at different stages, from awareness to research, and explains how businesses leverage digital techniques to generate leads and boost sales. The presentation concludes by emphasizing the tourism sector's potential to meet evolving consumer needs through sustainable practices and enhanced travel experiences, while also noting Desklib provides students access to similar solved assignments and study resources.

UNDERSTANDING CUSTOMERS

TABLE OF CONTENTS
 INTRODUCTION
 INFLUENCE OF DIGITAL MARKETING ON DIFFERENT BUSINESSES:
 USE OF DIGITAL PLATFORMS IN HOSPITALITY AND TRAVEL INDUSTRY
 THE ENGEL-KOLLAT-BLACKWELL THEORY FOR CONSUMER BEHAVIOUR
 POSITIVE AND NEGATIVE IMPACTS OF FUTURE TRENDS ON CB
 PLATFORMS BUSINESSES USE TO INFLUENCE THE CUSTOMERS
 HOW BUSINESSES USE THE DIGITAL TECHNIQUES
 THE FUTURE TRNDS USED TO INFLUENCE CONSUMER BEHAVIOUR
 CONCLUSION
 REFERENCES

INTRODUCTION
 With increasing social media usage in the world, the effect of it has impacted the consumers in a way
different than others.
 People have started to think of it as an everyday need in their lives as its influences them in every
way possible.
 Starting from sharing their opinions and ideas to advising others about it, the whole of consumer
behaviour is affected by the social media.
 Through its nature of providing preferred information with a single touch, the tourism marketing
becomes cheaper than ever.
 The tourism industry needs to expand its operations outside its boundaries with the help of digital
platforms.
 These platforms can make the travelling procedures easier, thus attaining customer satisfaction.

INFLUENCE OF DIGITAL MARKETING ON
DIFFERENT BUSINESSES
Nowadays, the world is surrounded by the rise of different digital platforms that allow them to connect
with many simultaneously along with other activities by:
 Digital marketing platforms like Instagram, YouTube, etc. for increasing brand awareness.
 Attracting new users and influence them to optimize the platforms for their productivity levels.
 Boosting the sales rate, these social media platforms can add to its success.
 Engaging with the users and the target customers, social media is a one stop solution.
 An impactful way to increase the interaction and communication skills.

USE OF DIGITAL PLATFORMS IN
HOSPITALITY AND TRAVEL INDUSTRY
Digital platforms are constantly affecting the operations of Mitchell and Butlers as:
 Allowing them to optimize different internet advantages for sending and receiving data
and information online (Shen, and et.al., 2018).
 Saving their energy usage on offline advertisement methods such as paper and print.
 Gaining recognition and image with the help of various new technology advancements
like, Face ID, digitalized servers, etc.
 Transforming its customers into a new digital environment with the help of their advanced
information system.

THE ENGEL-KOLLAT-BLACKWELL THEORY FOR
CONSUMER BEHAVIOUR:
 Awareness: In this stage, the businesses use a platform to attract and spread awareness about their
offerings.
 Information Processing: The effect of the awareness is judged by the consumers whether or not the
offerings are useful
 Evaluation: This stage includes the evaluation by the consumer about the relevancy of the offerings
in terms of the firm's external factors.

POSITIVE AND NEGATIVE IMPACT OF
FUTURE TRENDS ON CB
1. Positive Impact:
 The future trends can help in the spread of the awareness techniques about the hospitable
offerings.
2. Negative Impact:
 The elements of infrastructure that are helpful for the upliftment of the tourism industries
are underrated.

PLATFORMS BUSINESSES USE TO INFLUENCE THE CUSTOMERS:
1. For Awareness:
 The consumers can be made aware of the recent trends prevailing in the industry by using
the platforms like, Instagram and Facebook pages.
2. For the research process:
 To inform the consumers about recent trends, the industry can use platforms like, Google,
YouTube, etc.

HOW BUSINESSES USE THE DIGITAL
TECHNIQUES
With the help of conceptual model of travel behaviour of the consumers , businesses evaluate
the consumer behaviour:
 Influences made on the consumers through spreading of awareness about their used
technology, equipment, and other digital platforms to benefit them.
 The different segments of the tourism sector that benefit customers according to their
preferences lead them to generating leads.
 The innovative trends and themes can give a boost to their sales in the industry (DIGITAL
MARKETING., 2018).
 People are transforming from offline to the online interaction platforms in a huge amount

THE FUTURE TRENDS USE TO
INFLUENCE CONSUMER BEHAVIOUR:
The consumers have the potential to recognize their needs and wants that the businesses should offer
to them:
 The tourism sector should follow each and every possibility the internet offer over the time
being.
 Being the tourism sector, it should make efforts to satisfy the travelling needs with intense
environmental peace.
 Major tourist destinations along with well-developed hospitable offerings.
 Big tourist areas, mass tourism and demanding visiting local points.
 The policies of the sector should even include sustainability of the area visiting.

CONCLUSION
 The slides of the presentation included all the activities and aspects of tourism marketing
industry.
 The measures they take to influence the customers really imply the fact that this industry
makes a great impact on the global economy with the use of recent trends, analysis of
future trends.
 The hospitality sector provides with the system of offering every service related to the
relaxation of customers
 To improve their travelling period with the variety of luxuries that can promote their living
standards.
 These also improve the activities of people and allow them to make the most out of their
roaming period.

REFERENCES
 Shen, and et.al., 2018. Where in the world? A geographic analysis of a decade of research
in tourism, hospitality, and leisure journals. Journal of Hospitality & Tourism
Research. 42(2). pp.171-200.
Online references
 MITCHELL AND BUTLERS., 2018. [Online]. Available through
<https://www.referenceforbusiness.com/history2/91/Mitchells-Butlers-PLC.html>