Online Consumer Behaviour – Content Planning for Different Digital Touch Points

Consumers behave differently at different digital touch points. The reason why they visit a brand website, and why they follow a brand on twitter can be very different. Planning content by clearly understanding the visitor’s mindset at different digital touch points can help to establish a meaningful connect with them and fostering a long term relationship. Here’s a quick guide to the Internet user’s digital media psyche:

Online Consumer Behaviour

Users on different digital touch points consume content in each for different reasons

The Website Visitor
Is proactively seeking info in your brand domain

  • This visitor has landed on the website primarily when searching for content or seeing a relevant recommendation or post that links to your website, or has come to the website knowing the url (may be a repeat visitor).
  • Is seeking immediate answers if the visitor has come from a search engine, or is curious to know more about you if the visit is not via a search engine. Repeat visitors come for a specific purpose of information seeking or engagement (such as dabbling with an online app or engaging in a forum).
  • Can engage further in the website if her query is addressed and there is relevant and/or engaging content.
Facebook Logo

Users on Facebook Chance Upon Updates

The Facebook Visitor
It Is The Brand That Is proactively reaching out to this user

  • The consumers here are hanging out to check latest updates from friends, family and acquaintances.
  • Chances upon brand updates, comments and likes if relevant, shares when compelling. Sharing happens when the content is Fun/ Informative / Relevant to immediate circle
  • Clicks to know more, visits the URL when relevancy or engagement is meaningful and there is a ‘need’ for such further engagement
Blog Sites

Blog Readers Want Expert Opinion

The Blog Reader
Is proactively seeking an informed opinion of another consumer or expert

  • Reads up a post when she is searching for information, and/or has subscribed to a favorite blogger’s feeds
  • Prefers a second opinion and usually would scan 2-3 blogs before deciding whose opinion is best suited.
  • Would usually scan blog comments before deciding / making the final choice.
  • Is usually someone to whom word-of-mouth or recommendations counts the most.
Forums

Forum Users Seek Peer Opinion

The Forum Subscriber
This user wants mass opinion, what peers have to say.

  • Usually visits a forum via search, may frequent thereafter
  • Possibly wants to ask a question, get opinions.
  • Reads discussions by others
  • May get answers or make an opinion/choice even without posting a query
Twitter

Twitter Users Follow For Updates

The Twitter Follower
Is proactively following to be updated in the subject

  • Twitter has many inactive, and equal number of hyper active tweeple and the occassional users.
  • There are some who are on twitter with a specific agenda: Save time by following people whose tweets give quick relevant updated information
  • Tweeple usually follow more than one area of interest
  • Reaching them is not always easy due to the rapid updates in tweets

However, visibility on twitter can be enhanced by following trending topics, being crisp and juicy, getting the right people to follow you with relevant hashtags, and targeting the right follows.

Linkedin

Linkedin Users Seek Career Advancement

The LinkedIn User
This consumer is seeking ONLY career or business advancement

  • The LinkedIn user is very specifically looking at making a career advancement, getting deals, networking, improving visibility
  • Will join groups that will give relevant networking opportunities or content that will better their career in some way.
Youtube Logo

Youtube Visitors Seek Visual Info/Demos

The Youtube Visitor
Wants entertainment, visual explanations, demos, how to’s

  • Users watching videos online are likely to have opted for video content when searching for related information
  • Or has been forwarded the link
  • Or is specifically seeking video content directly on Youtube for visual relay of similar information that has been read, unless it is entertainment related.
Search Engines

Audience Is Searching For Domain-related Info

The Search User
Proactively seeking your domain information

  • Is specifically seeking information
  • Tries out 2-3 links or more on first search results
  • Finds different combinations of keywords to refine searches till she gets a satisfactory answer
  • Is likely to spend more time searching for the right information, than done on looking up that information!
  • Is also likely to explore related information and content
Mobile Search

Mobile Search Users Are In A Hurry

Search Users On Mobile
Is in a hurry!

The context of searching on the mobile phone is usually on the go, urgent and also a matter of convenience.

Mobile & Tablet Users
On the move, wants quick info, utility tools & engaging apps

  • More savvy users, and the ones with smart phones use the mobile phone for everything: FB, Twitter, Search, Email, etc.
  • Such users also install and play around with applications that are useful, fun or relevant.
  • The tablet owners, smaller in number, but a significant group and an influential audience does all of the above on tablets.

If you plan to use multiple channels on the web to disseminate your brand information, then customizing or fine tuning your content by understanding the customer mindset in each of these channels can help in the forming of long term engagement and loyalty, as well as recall. And remember less is more!

The BIG Fight – Facebook vs. Your Own Website: What Did She Choose?

It has been two years and the struggle has been on, and this morning we met up with our client and she opened the meeting with ‘I agree with you guys, we need to focus on our website.’

As our hearts sang hallelujah she added the icing to the cake, ‘And yes we need to re-focus on our Search rankings.’

Whew!

In the 24 months that preceded the social media rage had got our nerves racking. Headlines that said ‘Do you need a website when you have Facebook’, had got completely sold out to this client. And as much as we saw the perils of this, we failed at convincing her.

So how did we finally make the pitch? We focused on some facts:

  • People are on Facebook to Socialize, they get to know the updates of friends, family, acquaintances.
  • They ‘like’ brands that give them good content and these may be brands they probably already like offline too.
  • They engage with the brand too, by sharing, posting comments and it is true that your brand’s facebook page helps tremendously in conveying brand benefits, building brand recall and even loyalty.
  • What’s more is that when friends and peers are liking and sharing content and info from your brand they become great influencers.

But equally and more so:

  • People use the Google search bar when trying to seek any information or entertainment.
  • This search leads them to various links where they can get more information.
  • When making a choice people are likely to check 2-3 of these links:
    • Your company or brand website
    • A compare website – which may be a forum or blog that talks about others too in your category
    • Probably your facebook page too to see how the conversations are around your brand and what is the tonality like.
    • Your potential customer then visits your website expecting to get much more information than they did anywhere else. Your entire range, contact information, product related info, for instance. They want to see what other value adds you have for them. A club membership? Special offers? Store locators? Feedback form?
    • These users know that Facebook is like a large department store in which you have your exclusive counter, but they expect that you will have your own corporate hub too.
    • Failure to have your own website, or presentation of a poorly update one can actually result in them wondering if you are so big after all. Your credibility, worthiness, after sales, all can come to question.

Critical Add Ons: Information Sharing & Information Capture

Before posting this blog we shared it with our team heads and they point out other significant and strategic issues that should help you make your choice. Our IT-Head, Sanil Pradhan, points out: “Visitor detail capturing which is possible on a website by creating forms is not allowed on Facebook.” Indeed, let us add that at east 50 per cent of our business leads come from the form created on the bcwebwise.com website. We are still to get a single lead via our social media presence. Adds Varun Joshua, our creative director: “Facebook is structured/ designed to enhance conversation between people with limited options to communicate a brand message through visuals, experience, interaction – which a website does. It’s restrictive in that sense.”

Moral of the story:

  • YES to Facebook – it is a reach and branding medium, you need it the audience is there.
  • MUST to Website – It is a marketing and branding medium, a domain that your audience is going to visit when they are most likely to make a brand choice.

Most Imp: How did we convey the above to our client?

Not over one meeting (though we must confess we tried). We looked up blogs of top influencers in this space, people who really knew how digital works and who write well (like Pam Moore, Jeff Bullas) and shared some of their postings — so thank you to them

While we did this, we also prayed to the almighty forces to please help the client see the light. So yes, to tell you the truth, we don’t know if it was these posts, or someone from the top up who also thought like us that did the influencing, or it was our prayers. But something did give in.

So to all clients and peers

If you are a client sitting on the fence we hope that this post helps you make your decision. And if you are another agency like us, hope this helps you convert your client.

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