Digital Customer
Digital Customer
With the digitalization, we observe that brands are making investments and studies to reach new consumer masses directly. The target of these studies is the new generation of consumers. These new generation consumers are called “digital consumers”.
New consumers , who are described as more intelligent, skeptical and marketing immune, are also considered digital consumers. That shows that consumers who follow the developing technology and use all devices connected to the internet and networks provide access to more information. It is not difficult for the consumer to follow the shared experiences, comments, reviews or comparisons about the products marketed on the internet, it is natural that to seek to get the most affordable and quality product in line with his needs. Brands should have developed marketing strategies accordingly. It may be inevitable for a product marketed digitally to turn into a fiasco as a result of user experience. In today's technology, where information is experienced so quickly, the quality of the product being marketed should be as strong as its marketing.
For example, if the consumer did not like the product who bought before digitalization, there were not many channels to convey this complaint. With the development of the digital world, it is not very difficult for the consumer to share product's experience to access about millions of people. At this point, the concept of "digital consumer" will make the product successful, with all the steps required to deliver the product to the consumer, taking into account all assumptions.
On the other hand, it is very important to understand consumer and customer behavior and improve marketing accordingly. When brands market their products, there are many factors to understand their consumers and act accordingly. For example, many factors such as target audience, age, gender, geography and access status are important factors for digital consumers. It is important to keep the digital consumer on your side, such as reaching the target audience correctly through communication channels, keeping the brand image at a proper level, presenting promotions suitable for the appropriate audience, being open to the requests and suggestions of the customers, being in the appropriate position in every communication channel in digitalization, etc.Customer expectations are so important. The best definition for this is;
Cyber consumers expect to customize everything from the products and services they purchase, to the information they seek, to the price they want to pay. Consumers can now sort products by a combination of features such as any desired quality, price, nutritional value, functionality, or price value, and easily access third-party approvals and ratings, including using other users' experience. It is no longer easy to fool customers powered by digital technology. Now, when customers choose brands, they protect themselves from the wrong claims and campaigns of brands by using their social circles as a castle in line with the advice of peers
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Bulletin of the Transilvania University of
Braşov Series V(2016): Economic Sciences
• Vol. 9 (58) No. 2