Impact of digital marketing on consumers buying behaviors and satisfaction

Abstract

The trends of traditional marketing are evolving with the growing boom of technology. Digital marketing practices are becoming familiar to brands and businesses that are aiming to promote their products by applying digital marketing practices (Tiago & Veríssimo, 2014, 4). This impacts directly the consumer purchasing decisions and determines the level of satisfaction of the customers.

The goal is to enhance the outreach of the brands to the customers and help them maintain a communication process with the customers (Nisar & Prabhakar, 2017, 12). The customers get an opportunity to conduct online research on the products and make informed decisions. The decisions of the customers help them gain satisfaction through their purchase decisions (Qazi, Tamjidyamcholo, Raj, Hardaker & Standing, 2017, 1). Word-of-mouth marketing helps customers confidently make purchases and choose from the best options that are available in the market.

Many distinct forms of digital marketing include search engine optimization, content marketing, social media marketing, pay-per-click, affiliate marketing, and marketing automation that assists customers in making their purchase decision (Elbeltagi & Agag, 2016, 7). Using digital marketing can allow the brand to reap benefits and attract customers to make impulsive purchases that are not possible with traditional marketing practices.

The research supports the evaluation of hundred responses from the respondents that assist in analysing the data and understanding the impact of digital marketing on consumer buying decisions (Bai, Yao & Dou, 2015, 16). The satisfaction of the customers is also evaluated through this practice by analysing the responses gathered from Finland.