Today’s market is evolving from a seller’s market to a buyer’s market. The era of consumer-led marketing has arrived. Faced with a multitude of complex product and brand choices, consumer psychology has shown some new characteristics and trends, which are mainly reflected in the following aspects.
(1) Internet marketing is a marketing method that emphasizes personalization
The biggest feature of Internet marketing is that it is consumer-oriented. Consumers will have greater freedom of choice than in the past. They can search for products that meet their needs around the world without geographical restrictions based on their own personality characteristics and needs. Consumers can obtain information about products by visiting the website or virtual store of the company they are interested in. Consumers can use their own computers and networks to design (modify) products by themselves, making shopping more personalized.
(2) Internet marketing is highly interactive
Traditional marketing management emphasizes the 4Ps of the enterprise, namely product, price, channel and promotion, while modern marketing management pursues the 4Cs, namely customer, cost, convenience and communication. However, no matter which concept is adopted, full marketing must be implemented, that is, consumers’ needs and wishes must be fully considered at the product design stage. However, this is often difficult to achieve in practice because there is a lack of appropriate communication channels between consumers and enterprises or the communication cost is too high.
Under the Internet environment, this situation has changed. Even small and medium-sized enterprises can communicate with consumers through electronic bulletin boards, online discussion forums and e-mails. This two-way interactive communication method can increase consumers’ enthusiasm for participation. More importantly, it will enable enterprises to make targeted marketing decisions and fundamentally improve consumer satisfaction.
(3) Internet marketing can improve consumers’ shopping efficiency
The pace of modern life has made consumers’ outdoor shopping time increasingly limited, and Internet marketing has painted an attractive scene for people, making the shopping process no longer a heavy burden, and sometimes even a kind of leisure and entertainment. Take a complete sales process as an example, pre-sales: provide consumers with rich and vivid product information and related materials, such as quality certification, expert evaluation, etc. The network interface is clear and user-friendly, and easy to operate. Consumers can make a purchase decision after comparison. During the sale: Consumers can visit virtual stores and settle accounts with electronic currency just by sitting at home, which saves a lot of trouble. Everything becomes so simple on the Internet. After-sales: If consumers find problems in the process of using the product, they can contact the manufacturer at any time to obtain timely technical support and services.
In short, online marketing can simplify consumers’ shopping links, save consumers’ time and energy, and meet consumers’ needs for shopping convenience.
Internet marketing also arises from commercial competition. With the increasingly fierce market competition, in order to gain an advantage in the competition, all companies have tried their best to attract customers. It is hard to say whether there are any new and unique methods to win by surprise. Carrying out online marketing can save a lot of expensive store rents, reduce the capital occupation of inventory products, make the scale of operation not limited by the venue, and facilitate the collection of customer information. These can reduce the cost and expenses of business operations, and shorten the operation cycle, fundamentally enhancing the competitive advantage of the enterprise and increasing profits.