Consumer Behaviour

for Marketing Strategy

How is Digital Marketing

Influencing
Buyer Behaviour

A N BHATTACHARYA
PROFESSOR, MARKETING

SCHOOL OF INSPIRED LEADERSHIP

GURUGRAM
What Will We Cover Today……

Review of the last class – Organizational Buying Behaviour

Digital Marketing – an overview

#1 Analytics and the Market

#2 Social Media

#3 Data Capture for Audience Understanding

#4 Search Engine Optimisation (SEO)

#5 AI & Quick Purchase Options

Recap of the topics

 Consumer’s
Buying Decision
Process
Digital Marketing
Overview

INTERNET IS A
GAME-CHANGER
#1 Analytics and the Market
• Understanding what customers order and view, helps companies decide on their target
audience and marketing strategies. These strategies are based on time, geographic
location, price range and so on.

#2 Social Media
• Companies have come to realise that products only sell when people talk about them.

• Companies now connect to their customers through social media.

• Viral trends are being utilised and integrated into brand posts in order to attract customers
to buy more.
#3 Data Capture for Audience Understanding
• Companies analyse consumer behavior when shopping by studying the data, and this in turn fuels
the marketing strategy.

• Big data is one of the newest tools that companies use these days to maximise their understanding
of their customer base

#4 Search Engine Optimisation (SEO)

• With the help of search engines, customers rely heavily on their own research to come to a decision
about a product or service.

• SEO Analytics has emerged from an afterthought to one of the most effective tools to determine search
engine optimisation.

• The bottom line of properly executed SEO is to climb search rankings, for more traffic & greater sales
#5 AI & Quick Purchase Options
• Quick purchase options help shorten sales funnels, meaning consumer drop-off from a
regular sales process is avoided altogether.

• AI technology is being used to maintain relations with customers, assist them with
purchase decisions, enhance engagement, and boost lead generation

• Machine learning, which is a type of AI technology is assisting marketers in their SEO

efforts, ad targeting, and much more.
 How has Digital Marketing
impacted all these stages of
Buyers Decision Making
Process?
What did we learn?