The study of cyber-consumer behavior is light-years away from what was done in the 1980s and 1990s. With the advent of new technologies, the field has undergone a profound transformation.
Today, we talk about Big Data, Artificial Intelligence, Platforms, User Experience, the GAFA (Google, Apple, Facebook, Amazon), or the NATU (Netflix, Airbnb, Tesla, Uber).
The effects of artificial intelligence (AI) and robotization on cyber-consumer behavior
Today’s data collection, storage, and processing capabilities enable a better understanding of cyber-consumer behavior. Digital marketing provides a more comprehensive view of the online customer journey. The analysis of scrolling behavior, opens, clicks, reviews, and more helps you better identify and understand prospects.
The Internet of Things (IoT) will further increase the volume of data collected. Consumers can now connect everyday objects (blinds, household appliances, cars, cameras, etc.) to the internet through embedded devices. This data provides insights into real product usage and creates a link between the physical world and the virtual world.
This phenomenal volume of data makes it possible to envision the implementation of artificial intelligence within companies. Major players in computing and the digital sector have invested heavily in this field:
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Apple with Siri.
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Google with DeepMind
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Amazon with Alexa…
For most companies, several practical applications are becoming accessible:
- Chatbots—or conversational agents—make it possible to automate responses to the simplest information requests and complaints;
- Predictive analytics makes it possible to anticipate customers’ future behaviors—for example, customer churn—and to plan corrective actions (scheduling appointments, win-back campaigns, etc.);
- Content personalization (advertising, email, SMS, etc.) becomes more advanced based on customer profiles and their online and offline journeys;
- Facial recognition can help identify customers online or at the point of sale, for example;
The main objective of using AI is to understand cyber-consumer behavior in order to provide the best possible User Experience.
The consumer’s new power
On the other hand, the internet and the tools associated with digital development give consumers new power. They have the ability to interact with the company. Communication has become interactive and two-way. Consumers can reply, react, speak up, express a review, an opinion, or dissatisfaction, and make it known. Access to social networks and virtual communities gives them a platform to voice their views. The rules of the “game” have changed. It is therefore necessary to question what we take for granted and try to understand what goes beyond us, pushes us to reinvent ourselves, and requires us to acquire new knowledge.
En effet, internet rend le consommateur plus compliqué à suivre puisque le Net est un nouveau canal de distribution et de communication. La multiplication des points de contacts avec les clients que se soit on-line ou off-line vous incitent à intégrer la distribution et la communication dans un dispositif global cohérent.
From multichannel to omnichannel to follow consumers throughout their decision-making process.
Today, the virtual world blends with the real world in the consumer’s decision-making process. This interaction makes the process increasingly complex to understand. Web-to-store refers to researching information online and making a purchase in a physical store (offline). The reverse process is also adopted by consumers. Indeed, the concept of showrooming involves identifying and trying products in stores, then buying them online while looking for the best possible deal.
Source : https://blog.comexplorer.com/multicanal-omnicanal
While multichannel was long seen as putting the digital channel in competition with the physical channel, it is important to understand that you have every interest in relying on the complementarity of these channels. This approach will allow you, on the one hand, to present a coherent and comprehensive offering. On the other hand, it will enable you to create synergy between channels to gain more visibility and increase traffic from one to the other.
