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LECTURER & SUPERVISOR: MS.NGOC VO

Understanding
the evolving
Digital Consumer
SUBJECT: DIGITAL MARKETING
Group Member

Tuong Ly Thuyen Phan Uyen Nhi Thanh Phuong Thuy Tien Hoang Ngoc
 An overview into the age of digitalism

Who is the digital consumer?

Table of Digital consumer behavior

Contents How technology affects the digital

consumer

The mission of digital marketing

Conclusion
Introduction
Number of Internet users Worldwide (2012-2022)
5
Statistical data published
every year is showing an
4 increasing number of
Internet users. This is
3 driving the development
of consumer behavior of
digital technology that
2 causes a transformation
in the search, selection
1 and purchase of goods
and services of modern
consumers.
0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
 Twitter
Pinterest 4.2%

Social Networking
5.5%
Tiktok Facebook
5.6% 26.6%

Platform used in Vietnam

Instagram
According to Advertising Vietnam (2022), 12.2%
these are the ranks of the top used social
medias of Vietnamese people: The most
popular one is Facebook, and the second
one is Youtube, following Zalo & Instagram.

Youtube
Zalo 22.7%
22.2%
QUESTION
How much time do you spend on these
social platforms or digital devices per day?

Can you type the amount of time on the chat box for me.
 PART 1 :
Who is the Digital Consumer?

No consumer is fully The digital consumer They’re not all young Digital native versus
digital or vice versa can be anywhere experience
Definition
Who is the digital consumer?

“A digital consumer may be defined as someone

using mobile devices, and in a broad sense, as e-
consumer, looking for and purchasing products on
the Internet, taking advantage of the content
published on-line, aware of themselves and of their
needs, and keen on simplifying the decisions they
need to make.” (Tkaczyk, 2016)
No consumer
Is fully digital or vice versa

New media have been integrated

into our daily routines and agendas,
shaping, shifting, and transforming
the way we interact. But remember,
no consumer is fully digital.
 It is vital to remember that the
digital consumer can be anywhere
and at any time.

Digital
Consider the occurrences such as

Consumer sounds and images so that

customers can access product
information anywhere.
can be anywhere
The company needs to observe and
review the changing trends of
customers in terms of technology
adoption at least annually.
They’re not all young
% of U.S adults who say they

Although seniors consistently

have lower rates of
technology adoption than the
general public, this group is
more digitally connected than
ever.
Digital native versus experience
What are digital natives?

Digital Natives is a term created by

Marc Prensky. It refers to people
borned and raised in the digital era.
Most digital natives are tech
intelligence by their being born around
technology.

People no longer buy products, they buy experiences

The rise of new technologies has caused a shift in

customer expectations, creating a new kind of
modern buyer, who is constantly connected and
aware of what he/she can do with technology.
PART 2:

Digital
Consumer
Behavior
How consumers and potential customers connect
with businesses through social media, website
visits, browsing and buying, and ad engagement
Vietnam’s consumer behavior has changed
in the past vs. now.
These picture show how consumer
behavior is slowly changing and
becoming a digital consumer and
this transformation is both push
and pull in that the customer is
pushing the changes towards them
by seeking faster, easier, safer
shopping across various channels
and is being pushed by
technological developments like
voice-controlled home hubs and
smarter targeting techniques.
WHAT DO YOU
SEE IN THESE
PICTURE ?
These customers have the ability to shop
at any time, on any device, and in any
location. Customers are demanding more
control over their data and expect
speedy outcomes with minimum work.
There are also discussions among
customers about whether they should
sell their data to firms, which is a trend
that in digital marketing should keep an
eye on. Through these data we will know
more about consumer and understand
their specific needs and begin to predict
their behaviours – a powerful tool when
analysing performance data.
 Reflects a significant growth in trust of online shopping.
VIET NAM THAILAND PHILIPPINE
20

As can be seen in the chart,

15
Vietnam presently contributes
for 15% of Southeast Asia's
entire internet retail market,
trailing just Thailand (16%), and is
on level with the Philippines.
10
According to the Journal of
Science, when consumers have
a strong belief in online
shopping, the attitude towards
5 online shopping is more positive
that is why Vietnam is one of the
leading country in shopping
online
0
Digtal Consumer
Segmentation
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Digital Customer Journeys
The customer journey refers to all the
steps that each customer goes
through when interacting with your
business and making a purchase

Based on different type of business

and customer's persona, business can
create their unique and relevant
customer journey

Touchpoints: the point of interaction

with the brand during the journey
 GROUP
DISCUSSION
Case: You are a digital user buying food online

Explore the touchpoints that you and the food brand

can interact on your journey

(In 3 minutes!)
What do you think is the meaning of customer journey map in
understanding digital customers?
The benefits of customer journey

Better personalised marketing

Improved product or service portfolio

Better buying experience

Better after-sales support

Increased customer retention

TAKE A BREAK
Only for 5 minutes!
PART 3:

TECHNOLOGY AFFECTS THE DIGITAL CONSUMER

How technology
affects the
digital consumer
Technology as a factor that drives customer
behavior
 Some modern technology
applied in Marketing

VR/AR Content Chatbox

 Some modern technology
applied in Marketing
Other technology:

Voice technology
Big data
Programmatic Ads
Automation
Omnichannel
etc.
Wearable tech integration
CONSUMERS ARE CONSUMERS USE CONSUMERS HAVE
MORE CONNECTED MULTIPLE DEVICES HIGHER EXPECTATIONS
Consumers are more Consumers don't use a single Consumers' expectations are at an
connected to business than device throughout the buyer's all-time high as a result of the
ever before. journey. influence of technology.
Consumers are more
connected to brands
They can research products, ask sales
questions, and purchase products everytime,
everywhere

Consumers use different channels to

connect with brands, a resource to help
them making purchase decisions.
The use of marketing automation
software, AI-powered chatbox is on
the rise.

According to HubSpot research, 47%

of consumers are also more willing to
purchase through chat boxes.
However, it can create noise.

'Noisy' can refer to too many marketing

emails, too many advertisements on
social media or too many TV ads that
people view as slightly annoying
How many of these devices
do you own?
Consumers use
multiple devices
According to a Google report, 90%
of consumers use more than one
device to accomplish a single task
online.

Consumers don't use a single

device throughout the buyer's
journey.
The benefits

Monetate notes that shoppers who use multiple devices

in an e-commerce journey outperformed those who only
use single or few devices.

30% increase in product views

49% increase in purchases
$15 increase in average order value
It leads to the needs of an omni-channel marketing
strategy for businesses.

Source: Moengage, 2022

Consumers have higher
expectation
Companies had set business hours, and consumers

Before would have to wait before contacting a customer

service representative or purchasing a product.

Consumers now expect tailored experiences on

demand.

Now If a consumer is forced to wait for a response from

customer service or to buy a product, they will find a
competitor that offers a better experience
Consumers expect more responsive,
relevant, and targeted
communication, products, and
services from the companies they
buy from.
What does
this mean?
What does this Digital marketing, also called
online marketing
mean for digital
marketing?
Businesses leverage digital channels such as search
engines, social media, email, and other websites to connect
with current and prospective customers. As a leader of a
digital marketing strategy, you keep your finger on the pulse
and use data appropriately to make well-judged decisions.
Challenges for enterprises

Creating engaging content

Complying with privacy and data-sharing
regulations
Mobile-friendly approach​
CONCLUSION
THANK
YOU!
For you listening!