Regardless whether people are online news readers, e-commerce enthusiasts, stock traders or online digital gamers, they all share the same thing: a digital behavior signature, whether it’s watching a personalized purchase offer, sharing valuable content, filling up a form for a downloadable demo, browsing and adding items to a wish list -or even to a shopping cart- at a usual online store, or making a bid in what would eventually become their favorite online auction place.
However, analyzing multiple user action from a unique-person perspective might give a biased idea of what’s all about mass customer trending, and what the market should expect from the large numbers.
Understanding consumer behavior
Customer interactions and attitudes, when scrutinized and thoroughly watched from different viewpoints, can bring a great deal of information on the digital behavior of users, thus facilitating market strategies optimization that will lead to business growth.
Well before any hint about the digital era could have been imagined, i.e. when the good ol’ post-war decades became the agar plate where structured and organized marketing grew, many companies began analyzing some consuming patterns their customer started showing. Radio and TV influenced purchasing was one of the first indicators that -mainly food and beverages- companies quickly grab as a compass to aiming their marketing strategies.
Statistics: the math-based analysis provided a tool for the specialists
So rapidly market analysts managed to start gathering data from the mass consumers and performed a bunch of pie-charts, bar-graphs and formulae that eventually reached the CEOs’ desks. And they did take heed of such valuable advice. Customer behavioral analysis had just been born.
Companies suddenly realized that the mass public had the ability to compare brands with direct competitors, all brands they consume would -and eventually will- have to pass a satisfaction examination from most buyers. They were comparing not only the product but other brand elements like quality-price relationship, front desk service, and further customer satisfaction among others.
So what’s customer digital behavior
Since the early 50’s the most popular brands became stronger and quickly their names went across the borders and became global. The highest desks soon realized they should be focusing more on their consumers than keep on observing what their direct competitors were doing. In short: the goal would be aiming their efforts on how they can improve the customer experience from the products or services they provided.
And the digital era arrived to change the game
Half a century later, modern day consumers could be able to compare apples with oranges. Sports and healthy life brands are now being contrasted against insurance companies and food market chains and; if one of them offers state-of-the-art customer service, it sets the benchmark a bit higher for the others to reach those standards.
What could be consider kind of a weird comparison patterns, actually defines a widely spread customer behavior, that specialists happened to name “digital behavior” , in an obvious reference to the fact that it wouldn’t have been a trend until the online mass market became a reality.
Freedom of choice became the standard
Digital customers started demanding value for their money and will simply not accept -nor agree with- low quality products or services, just like they did during the traditional “analog market” era.
On the other hand, customers will just keep away from overpriced goods or poor customer service. Companies must comprehend that today’s buyers are more open-minded and consequently prone to switch brands. They simply no longer have that level of loyalty they once had. Customers demand the best and willingly pay for it.
Experts aim their efforts to strengthen marketing bonds with business companies and help them to understand how the digital behavior of users is drifting.
Behavioral analysis as a customer profiling tool
The digital era has given customers a larger knowledge about products and services, and this means that brands can’t just decide which information consumers have access to regarding market goods. Consumers are clearly able to gather reviews and opinions left by others in a matter of seconds, which provides them with valuable insight to make wise purchase decisions.
Thanks to social media and customer-related sites, like forums and review sections at online stores, consumers gained the ability to build or destroy brands. Word of mouth was king for long time, and surely there’s no difference in the digital era. Customer behavior has always been influenced by the opinions of relatives and friends, and today this is reinforced by social media likes/dislikes and online testimonials. A brand reputation may rise or fall in a matter of days, based just upon consumers exchanging information.
Foreseeing long-term trends
Digital behavioral analysis is a set of tools and strategies that can provide a thorough insight into how the digital behavior of users is evolving right now. And undoubtedly helps in being capable to predicting how the mass market might behave in the near and mid-term future. Predictive analysis represents a valuable tool that may reveal even long-term behavioral trends, which allows risk management teams to assess digital business threats and opportunities.
A highly trained team of specialists at Lagash guide their clients to aim their vision and define the object of their marketing strategies, working as digital leaders to guide them on their way to the top, and sharing every step towards their goals.
Brand building from a consistent behavior
And last but not least, the other side of the coin has to be seen. Companies must take good care of their behavior to avoid eroding or diluting their brand, but instead help building a more powerful and engaging experience to their customers that truly enforces on both realms – traditional and digital alike.
New platforms are constantly evolving online, and it’s a challenge to detect which of them a brand should stay on and how it should behave.
These are only three market fields in which Lagash, as a strategic partner helps establishing a proper brand digital behavior:
- Financial services: Enabling financial institutions to be in the financial lives of their customers any time, any device, any place and any channel.
- Manufacturing: Companies can accurately detect where failures may occur. Whether in a line, on a machine, with a particular SKU or a specific material. Operators can see every process through graphs and analyze data which was already available, but before the solution provided, they could not take advantage of.
- Education: With Lagash help, it was straightforward to establish the first university social network that is opening paths to create new relationships and to maintain the changing graduates’ network. It also reinforces the relationship with clients and gives the opportunity to build alliances through new technologies.
To keep relevant, compete, win and survive in the digital world, brands need to be able to progress and evolve digitally. That’s a must, and at Lagash, a qualified team of experts are keen to help any business company to achieve it.