First blog – W3

 Consumers, Influencers and Communities

in Digital World

The Internet has changed many things, including business and marketing strategies. It also gradually changes the way people shop and are impacted. Let's take a look at some important concepts for digital marketing.

1.  Digital Consumers

When participating in the digital environment, customers operate, communicate, and interact with each other, businesses, brands, and products/services in the same way they would in a traditional context. However, people connect with each other via mobile phones and laptops. Technological advancements allow them to speak with each other faster and with less physical proximity.

High/Mid/Low spenders are the three major categories of digital consumers. Inadvertently, Vietnam has the biggest share of high-spending groups in the region's entire population (according to Vietnam Customer Survey). This group isn't concerned about discounts or pricing; instead, they concern about the convenience and unique.

They take more control in digital world

Consumers can wait longer in brick-and-mortar stores to acquire what they want. On the internet, it is totally different. Buyers want instant replies and are willing to walk away if they are dissatisfied, have to wait, or have a negative experience. Then things got much worse when those users told their friends about how horrible their experience with their product was.

2. Influencers

An influencer is a person who has the power to influence the decisions and purchasing behavior of a target set of customers. These individuals frequently enjoy a certain level of popularity, as well as knowledge and position, among their target audience.

According to Morrison 2021, there are six major types for influencer marketing strategies: 

https://everyonesocial.com/blog/types-of-social-media-influencers/

• Celebrities
• Macro Influencers
• Micro Influencers
• Employees
• Customers
• Brand Fans

Based on the requirements of the brand and the influence and style of that person, each business will have its own choice as brand ambassador for their digital marketing plan. 

3. Communities

A professional network brings individuals together for expanding online cooperation and growth around a centralized, common organization-based experience or goal. The consumer or member experience is greatly influenced by these communities. They open up communication to offer more value by breaking down the usual one-way exchange of information.

If you have any great understanding for those concepts, feel free to discuss with me in the box below~

Anh Thi