Module 3: The Digital Marketing Mix & The Rise of The Consumer

Before the world of digital, consumers shopped with their feet. Literally. Shopping meant a drive into the nearest town, a browse around retail units dotted down the high street, followed by the treck home to unpack and unload everything. Not anymore. Consumers have become tech-savvy, and the needs of consumers has changed also. They have needs, needs that change based on the what they have the ability to do, or what they want to do. How has digital affected the requirements of the typical user?

They want to shop when they want to shop. No longer do they have to wait until 9am and doors to unlock. They can login online at 3am from a hammock in hawaii and order themselves the latest trending trainers. They want to involved, take part, be seen to be recognised by a brand. Social Media has finally helped bridged the communnication divide between company and consumer, helping both parties to communicate easily in a way that is convinient to the consumer. They want the best price, the ability to search across the internet in seconds for that special purchase and instantly compare who is best suited for their next buy. Pay as you go services have seen a massive rise in line with digital, allowing low cost monthly movie, music or e-book rental services to flourish, allowing consumers to do what they want, when they want. The creative and social side of consumers means they may want to share what they have bought, what they have seen or what they have recently read. The needs of consumers can be seen in every aspect of digital interaction.

To stay abreast with these evolving requirements means companies have to look to reach out in new ways, to stand out in the digital landscape already scattered with numerous online retailers. They have to help the consumer stay up to date, make transacting easy and allow the consumer to do more than they've even been able to before. Communicating with consumers through multiple channels should now be considered, reaching out to them on multiple social network channels, perhaps even tied in to traditional print media. Consumers want value for money, they want service and they want to transact on their terms. If a business wants to continue to trade well, they must evolve to meet these demands and transact on platforms familiar to their users.