Have a look at this video

Have a look to these video to learn more about digital consumer behavior. You jsut have to click on the link you find in the list below:

Digital consumers are full speed ahead

The slowdown will fuel online growth

Follow consumers online to get more bang for your marketing buck

Here I just want to list the most important advantages that companies can obtain using this type of online sales:

1. It’s a strategy that allows quick and profitable monetization of stocks: the margins, in fact, are quite high, certainly higher than those achievable by other methods of management of stocks

2. Opportunity to reach a greater amount of consumers that don’t have the possibility to buy the specific product through the usual channels. In fact there are consumers that have difficulty in finding designer clothes or luxury brands or just find them at higher prices.

3. No overlap with the traditional distribution network, thanks to the very short duration of the campaign without damaging the image of the brand.

4. Attention on the creation of a strong relationship with the final consumers. The major players in the industry invest a lot in the creation of trailers and shooting of the products that are offered online: websites are usually pleasant, friendly, accessible, engaging, highly interactive, designed for a sophisticated and demanding audience.

5. Mailing list:  this websites have devoted much effort in collecting a mailing list, even if all the e-tailer insist on the importance of “word of mouth. Who is invited by those who have already tried the service or by companies affiliated with the service (Born4Shop, for example, can count on partners such CartaSi, Fastweb, Sole24Ore, TicketOne, RCS, Gay.it) enters for free. Other website, such as Piustyle.com charges an amount of 15 euros on the first purchase. By contrary, to feed the crowd to its site, Privalia focuses on activities of viral marketing on the web through games and competitions that can capture the interest of the people of the Net: this strategy has allowed to intercept about 40 thousand new members. Currently, one third of the Privalia’s community comes from the “member get member”,that rewards those that have invited other potential buyers. The concept of “community” is central to this E-Business, so that some operators have even created their own blogs.

6. Creation of blogs: this tool has the aim of establishing direct contact with members and increases the transparency of services and operation of the portal. Every visitor has the possibility to voice his views and suggestions and sharing them with other members and with the company.

The strategy used by websites like BuyVip and Privalia is simple: they send a warning e-mail in advance to the potential buyer (consumer that has already subscribed himself to the website). They advise that the next   day at a specific hour they will begin selling a set of proposals brands (very famous brands) at a discount, ranging from 30 to 70%, since these inventories may be part of a previous season. The short duration of offers, from a minimum of two to a maximum of five days, along with the discount benefit, play a decisive role stimulating emotional purchase and impulse: you can buy the object of desire just with a click of the mouse, and within ten days the merchandise you bought will come to your home. The product, in fact, is taken directly from the supplier (this also allows considerable savings for the client), conveyed in the stores of the website, packaged and then shipped by courier.

There are many players in this emerging market in Italy. First real national pioneers as Born4Shop and SaldiPrivati or Piustyle.com (launched by an entrepreneur with a long experience in managing inventories of branded collections and active also in Spain and Belgium). Second other players already established in other counties that are trying to replicate their strategy in Italy. This is the case of a giant like Vente-privee.com (510 million euros in turnover 2008), but also names like BuyVip or Privalia. There are of course many other players but I think they are currently too many for a market so small, specialized and relatively undeveloped like the Italian one.

What do you think?

Marketers can in fact measure statistics easily and inexpensively. They can determine which messages or offerings are more appealing to the audience through different methods: pay per impression, pay per click, pay per play… and so on. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, visit a website, and perform a targeted action. Such measurement cannot be achieved through billboard advertising. But on the other hand social network marketing requires customers to use newer technologies rather than traditional media.

Even though the great diffusion of internet and many networks that nowadays are more and more conditioning our lives, a big mistrust is always present.
So how the traditional consumer can be really involved in these kinds of promotion? And how the mistrust of doubtful consumers can be overcome?

But my question is: all the companies are equipped to meet the digital consumer needs?!

Recently, IBM Global Business Services’ Media and entertainment and IBM Institute for Business Value developed a global study.

http://www-935.ibm.com/services/us/gbs/bus/html/gbs-beyond-advertising.html?cntxt=a1000401

The study, titled “Beyond Advertising: choosing a strategic path to the digital consumer” indicate that we have different trends emerging lately: consumer adopt new distribution formats and the digital migration of platforms.

Nowadays, consumer adopt with high level of engagement Social Networking tools such as Facebook and Twitter but companies, for reach different segments, have to offer new tailored offers for new platforms. Now social media can be used to address both transaction and brand requirements called “brands-actional” advertising.

Digital consumers today have fast growing and quickly emerging expectations; companies have to clearly choose the right way to deliver information to them and move quickly to become more effective.