Understanding how consumers think and behave puts any online marketer at a huge advantage. When we are able to understand the consumer, we are able to provide value to the consumer. When all is said and done, our ability to provide value to the consumer is what determines if a lead is excellent or mediocre for an advertiser.
The economy, political landscape, and recent social trends are all factors that play into how consumers behave online. Understanding what is going on inside the consumer’s head takes testing, research and an open mind. Sometimes you have to take a step back and look at your product from a consumer’s point of view. This task is easier said than done as often our target audience’s life situation and even geographical location differ very much from our own. Essentially, the better you are at viewing the world through someone else’s eyes, the better you will be at designing a product or services best suited for that individual or group.
Many ask, “How are you able to acquire this valuable insight into how consumers think?” As marketers in the Internet era, we are privileged to have access to such a plethora of data that give us insight into where consumers are clicking and what materials are causing positive or negative responses. The amount of easily-accessible statistical information, as well as real times updates about social, economic and political trends, is amazing, and I strongly encourage you to use this to your full advantage. The information you need is out there; however, the real challenge is learning to use that information to draw conclusions about your audience.
Understanding consumer behavior is a how we are able to provide value to not only the consumer, but to the advertisers and publishers as well. When the consumer is happy, the advertiser is happy due to the increase in sales; the publisher is happy as the increase in sales means greater earnings per click; and, most importantly we are happy because of the increased ROI. In other words, if you learn to understand the behavior of others, you will not only keep your customers coming back time and time again, but will build strong sustainable relationships with your partners as well.
Post By: Kameron Connor, Lead Generation Analyst