The modern consumer is increasingly moving toward a more digital experience when it comes to researching and making purchases. Search engines like Google remain the most popular channel for consumer research. Whether consumers are at the beginning stages of the customer journey or ready to buy, they often use search engines to find the information they need to make an informed purchasing decision and research specific brands. It is vital that companies’ work is visible during these digital searches so they can engage the customer and work to influence their purchasing decisions by providing valuable information.
Though search is an important digital marketing tactic, it is not the only tool that the modern consumer uses to make an informed purchasing decision. A study from Blue Nile Research shows that between 79 percent and 82 percent of consumers use search, brand websites and customer reviews for research. Between 14 and 25 percent use social, mobile and blogs to discover new solutions, products, and brands. All of these digital marketing tactics work together to help your brand deliver information to consumers who are looking for products or services just like yours. If you do not engage in these digital marketing strategies, you may be missing out on an opportunity to reach these customers.
As more and more consumers use their smartphones and other mobile devices as part of the consumer buying journey, digital marketing tactics will become even more important. The marketer should aim to deliver content to the consumer right in their moment of need; such as looking for a local Italian restaurant while on the bus or researching the best vacuum cleaner when their current vacuum breaks. Using digital marketing tactics is one of the best ways to be reached by consumers who are looking for products or services just like yours in a time of need.