SFERA BUSINESS SRL

  |  10.01.2017

Authentic marketing, the way to the digital consumer

Effective communication channels are already via the mobile phones, because in Romania 53% of people access the internet on their mobile devices.

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1. Is there a gap between marketing and consumer?


How long will traditional marketing still work? What channels can we use to communicate effectively with those customers who know or do not (yet) know our brand, product, service? How do we build a bridge to the new type of consumer - the consumer digital?


These are the questions which marketers put themselves every day in marketing departments. Their torment is understandable given the changes technology has brought into our personal and professional life in recent years.


Traditional marketing often proves ineffective and requires its integration with digital marketing. Their weight varies by industry. Effective communication channels are already via the mobile phones, because in Romania 53% of people access the internet on their mobile devices.


2. What do digital consumers do differently?


If globally 62% of consumers are digital consumers, who rely on technology to go through at least three stages of the purchase process, in Romania this percentage exceeds 40% and is growing rapidly.


Digital consumers – what they do differently? In Romania, 62% of digital consumers inform exclusively online to search for the product or service they want. Accessing reviews from multiple sources, they check companies' marketing messages and choose the channel on which they wish to purchase - online or offline. Digital consumers’ buying decision is 56-67% based on advice given by friends and acquaintances.


Another extremely important aspect that marketers must consider is that, in Romania, only 21% of consumers are influenced by loyalty to the brand in the purchase decision. 32% of them are quality and reliability-oriented in their purchase decisions, and 90% will give negative feedback if the quality is below expectations.


What else is different now? We already see an increasing proportion of generation Y among consumers, from now on, also of generation Z. Millenials and Gen Z have a well-established presence online and communicate a lot in real time. Studies show that 45% of these young people generate content on their vlog/blog or personal social media accounts, while 32% are interested in sustainability and corporate values in deciding what and where to buy.

 

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