Digital Consumer
Behaviour
Consumer
Perceptions
‘Digital marketing is the use of
technologies to help marketing
activities to improve customer
knowledge by matching their needs’
(Chaffey, 2013)
Learning Objectives
1. Understand the process of perceptions and
its
2. Discuss the impacts of digital on consumer
perceptions
3. Explore empathy map in marketing
4. Understand Consumers’ Perceptions Via
Big Data
EY report, viewed 31/10/2023, from [Link]
Perceptions
Perception is the process by which physical sensations such as sights, sounds,
and smells are selected, organized, and interpreted. the eventual interpretation of
a stimulus allows it to be assigned meaning.
The process of Perception
• Consumers are exposed to their needs, requirements,
Choosing lifestyle and benefits.
• Many stimuli via online advertisements, TV, online ,…
• After selecting the stimuli, digital natives organise
Organization customers into various groups to derive meaning
• It affects their recall or memory of brands/ products
• Understanding of the consumers’ scripts.
Elucidation • Using sensory to assess the products/ brands.
How differences perceptions between
company and consumers?
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-
create value with the customer. European management journal, 25(5), 395-410.
Typologies of Sensorial Component
of Customer Experience
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of
experience components that co-create value with the customer. European management journal,
25(5), 395-410.
The impacts of digital on consumer
perceptions
It is more accessible to reach the target audience
The consumer has the ability to instantly search forums,
blogs and articles with reviews of the product
Products are more accessible and customers often find it
much easier to compare prices
it is possible to set new product prices and do a campaign
update ( Personalization marketing)
Provide new distribution options for consumers
Empathy Map in Marketing
Empathy Map (EM) is a method that assists in designing business models
according to customer perceptions. It goes beyond demographic characteristics
and develops a better understanding of the customer's environment, behaviour,
aspirations and concerns.
The EM is a user-centred approach, it helps the stakeholders understand the
user, they are able to understand how small changes in design can have a big
impact on users.
Watch this:
The Customer Empathy Mapping
Gibbons, S. (2018). Empathy Mapping: The First Step in Design Thinking. [online] Nielsen Norman Group, retrieved 4th
February 2022, [Link]
The Template of the Empathy Map
Gibbons, S. (2018). Empathy Mapping: The First Step in Design Thinking. [online] Nielsen Norman Group, retrieved 4th
February 2022, [Link]
Filled-in Empathy Map- Fragrance
brand Example
Gibbons, S. (2018). Empathy Mapping: The First Step in Design Thinking. [online] Nielsen Norman Group, retrieved 4th
February 2022, [Link]
Empathy Mapping Steps
Step 1: Establish Focus and Goals
Step 2: Capture the Outside World
Step 3: Explore Inside the Mind
Step 4: Synthesise and Summarise
Step 5: Share
Gray, D., Brown, S. and Macanufo, J. (2010). Gamestorming a playbook for innovators, rulebreakers, and
changemakers. 1st edn, Beijing, O’reilly.
The factors
influence to
the
perceptions
Perceived Quality & Perceived Risk
Functions Risk Safety & Security with
Price
Risk
Communal & Time & Performance
Cognitive Risk Risk
Predicting Consumers Via Big Data
Data from point of • POS systems have traditionally been used to gather sales
data, which is used as a starting point for predicting future
sales (POS) demand.
Data from in-store • the company can send content, provide "offers," and give
rewards based on the customer's internet browsing history
path and location while they're in the store.
User-Generated • UGC now plays a pivotal role in the entire customer journey
from initial interest to final purchase.
Content (UGC)
• analysing consumer behaviour data from various sources,
Big Data Insights such as web analytics tools, social media platforms, and
customer relationship management systems
Gaining Insights into Consumers Preferences
By analysing mentions,
By analysing data from many comments, and reviews on
various sources, businesses
social media platforms,
can identify patterns and trends
businesses can gain a better
in consumer behaviour that can understanding of what
inform their decision-making
consumers like and dislike
processes
about their products or services
By leveraging these insights,
CRM data, such as purchase businesses can make informed
history and customer
decisions about product design,
demographics, can be used to
marketing messaging, and
segment customers and create overall customer experience to
targeted marketing messages.
drive growth and profitability.
Optimizing the Customer Journey
Optimising the customer
journey is an important goal
for businesses, as it can lead to
increased customer
satisfaction, loyalty, and
revenue.
Creating Personalized Experiences
Creating personalised experiences is an important way for businesses to connect with
consumers and build brand loyalty. Based on purchase history data, businesses can also
use data from other sources, such as website behaviour or social media interactions, to
create a personalised experience.
The Challenges
The accuracy and validity
of the data. This requires
Invest in the infrastructure careful data cleaning and
in place to collect, store, validation processes to
and analyse this data and
ensure that the data is fit
hire of data analysts
for analysis
companies need to build
trust with consumers,
Company must ensure reduce their exposure to
that the data is stored legal and reputational
securely and ethically risks, and improve the
effectiveness of their
marketing efforts.
Ethical Considerations
The main ethical consideration is around
privacy
Personalisation could be seen as intrusive
or manipulative
the data could be biased in ways that
reflect pre-existing biases and
stereotypes.
Solutions
• AI technologies such as machine learning and natural language
processing are increasingly used to help businesses make sense of this
data. These technologies can analyse large amounts of data at a speed
and scale that would be impossible for humans to achieve manually.
• By using AI technologies to analyse consumer behaviour data,
businesses can gain a deeper understanding of their customers and
create more targeted marketing strategies.
• leveraging machine learning algorithms and other Al tools,
businesses can gain insight into patterns and trends in consumer
behaviour.