Advantages And Disadvantages Of Digital Consumers

Article 3

Just as going through my facebook news feed, i came across a quote by Scott Cook, Director P&G, “ A brand is no longer what we tell the customer it is. It is what customer tell each other it is”. This quote aptly highlights many things together, right from the change in consumer behaviour upto the advantages as well as the challenges of the digital era.

The digital transformation has brought and will continue to bring changes in the trends and the purchase cycle of the consumers today. The digital consumer has the potential to either make a brand image or even bring threat to the existing image of a established brand in any industry.

Talking about the positives first, digital era has brought many advantages for the marketers

Today customers don't just compare a brand with its direct competition but with all the brands from whichever industry or product it may be. There is comparison not only about a product but also other brand elements like service, quality,reliability, value for money, price, cost to name a few and overall satisfaction thus if a brand sets a particular benchmark with its fantastic service the others also have to gear up and set a higher benchmark.

Less

However within few months the watch stopped working, so she took it to the physical outlet of the brand saying that it has a warranty card and it is before the expiry of the warranty, that the watch has stopped working so she needs it to be repaired. But the store representative at the outlet denied to provide the necessary service which made her angry. The next thing she did was putting a complaint on social media page of the brand and after a few messages from the customer support, the result was that the company gave her a refund of the amount and my friend was extremely satisfied with the company and posted a happy review for the company service but did complain about the representative online. This example thus shows how timely redressal of complaints and connectivity with the customer matters and thus companies today, are opting for ORM (online reputation management) to maintain the reputation of their brand and to retain the customers.

Brand switching:

Modern Day consumers are very much ready for switching a brand or a product with other. As they want value for money and will not accept cheap quality product, bad service