Consumer thoughts are susceptible to external influence, even when they are not aware of them.
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A non-linear approach for communications.
Messaging has shifted from a primarily linear marketing approach of one-way communications to non-linear, free-flowing, many to many and one on one exchanges. Information can spread across numerous channels such as the blogosphere, youtube, Facebook, and Instagram. Online communities and social networks allow individuals to easily created content and public share their opinions and experiences about products.
A Nielsen Global Connected Commerce Survey conducted interviews in 26 countries for the purpose of documenting how consumers were using the Internet to make shopping decisions in stores and online. The study revealed that online shoppers are increasingly looking to purchase internationally. Further revealed was that over 50% who purchased online in the last six months stated that they bought from an overseas retailer. Source: Nielson
Digital marketing increasingly allows marketers to use an omni-channel strategy. This is becoming ever important for enterprises who know that they have to adapt to the changing expectations of consumers. Consumers who are interested in more sophisticated offerings throughout the purchasing process.
Omni-channel messaging requires analyzing consumer behavior from a multi-dimensional viewpoint, and careful observation of what influences their buying habits. Retailers are more and more focused on their online presence which includes online shops that operate alongside existing store-based outlets. The Internet and social media have created a strong shift towards brand communication that is authentic and personal.