Introduction
Nowadays, digital marketing has become an indispensable part of our daily lives. The internet connections, digital devices, mobile applications, social media, and other digital communication tools are everywhere, utilized by billions of people worldwide. Have you ever thought about the question: How can these digital tools affect us when we try to place an order? Therefore, in this article, we will explore the main factors that influence consumer purchasing behaviors within digital marketing.
Digital Communication and Social Influence
According to a survey by Nayak et al. (2021), 90% of respondents use digital channels for shopping. 50% prefer purchasing goods through digital channels, and 40% primarily buy any type of goods via digital channels. Smartphones have the greatest influence, followed by social media platforms, YouTube, digital television, and email. It clearly shows that consumer purchasing habits are constantly transformed by digital tools. And marketing activities on social media can generate trust among users, then impact their decisions unconsciously. For instance, watching unboxing videos of your favorite influencers or celebrities on Instagram and TikTok can inspire followers to search for and buy the same products. And it is a good strategy for brands to expose and sell their products.
Trend, instant gratification, and the fear of missing out (FOMO) are open secrets in today’s fast-paced world of consumerism. Brands can benefit from this psychological phenomenon to shape consumer behavior. An example is the PopMart Labubu craze, which became a viral trend from Asia to the whole world through TikTok. These Labubu toys aren’t available year-round on retail shelves, and the limited-release model helps create a sense of uniqueness and belonging, thus driving a sense of urgency to purchase. For Labubu, this has led to long lines forming outside stores worldwide, as collectors eagerly seek to own these adorable little creatures. It also shows the scarcity behind, which people are afraid of missing the shared topic with others and being excluded from friends.
Personalization and Algorithm
Beyond social influence, another driving factor is the algorithm. Have you ever experienced that the topic product you talked about with your friends will appear on your social media page? Or that it is hard to stop when you scroll on your phone? It is because there is a precise and complex algorithm that can collect your data from clicks, search history, watch time, and even your precise location. It will analyze your preferences and patterns based on the data, and recommend the things that are most likely to attract your attention. This algorithmic method gives consumers a sense of relevance and convenience — ads and products seem to always “find” you at just the right moment. And sometimes you might feel the digital tools can even understand you better than yourself.
But this high personalization can also raise some ethical issues. It is important for companies to strictly comply with the relevant policy, and for consumers to use the proper tools to protect their essential rights.
Summary
Since digital marketing influences our behaviors in this era, it is essential to find a balance. And we should ensure that we use the digital tools instead of they controlling us unconsciously.
Bibliography
Nayak, J., Mishra, D.A., & Rath, M.S. (2021). Impact of Digital Marketing on Consumer Purchasing Behaviour. Science, Technology and Development, 5(1), 387- 399.