 Browsing and Purchasing OnlineKlaus Solberg Söilen
Chapter 32 in Digital Marketing, 2024, pp 321-326 from Springer Abstract: Abstract Browsing and purchasing online involve the steps consumers take to find, evaluate, and buy products via the Internet, which is essential for businesses to adapt strategies and build customer loyalty. The process starts with a stimulus, leading to research, consideration, intent, purchase, and loyalty. Effective implementation involves data collection, segmentation, continuous monitoring, and strategic planning to deliver personalized messages. Understanding internal and external searches helps tailor marketing efforts to consumer behavior. Key considerations for success include understanding competitors, customer preferences, and online culture and providing valuable content. Overcoming e-commerce limitations requires robust data protection and competitive shipping/return policies. Integrating online and offline strategies ensures a seamless customer experience, enhancing convenience and driving traffic to both channels. Future trends to consider are AI, voice search optimization, AR/VR technologies, mobile commerce, and sustainability. Ensuring compliance with data protection regulations like GDPR is crucial for ethical marketing practices. Staying ahead of these trends provides a competitive edge in the digital marketplace. Date: 2024 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-69518-6_32 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-69518-6_32 Access Statistics for this chapter More chapters in Springer Texts in Business and Economics from Springer |
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