Concept Of Overt Consumption In Digital Marketing

Years ago, digital marketing visionaries used to wonder what it would be like to take an Internet-connected computer along while on the move. Today, with the development of laptops, iPads and smartphones, this has become a reality. Almost all of these devices have powerful browsers that display web pages just as well as a desktop computer. Such Internet enabled portable devices enable shoppers to read reviews, compare prices and watch product demonstration videos, while they are conversing with a sales executive at a store.

Consumers who are always connected to the Internet through various devices will no longer have to rely on the sales talk of the store salesperson, who claim unbelievably low prices. They can simply run an online search, and get ‘real’ information about what numerous other people are saying about a particular product. This constant access will give them greater power over advertisers. In fact, advertisers who don’t work to maintain a good online reputation through an efficient digital marketing strategy, stand to lose heavily against their rivals.

Location-based services have also become a hit with consumers. Many customers have begun checking-in at various establishments, such as hotels, eateries, art galleries, petrol filling stations and even churches. The main reason for this is the desire to collect points, mayorships, or other types of digital marketing rewards, which would help them avail other digital marketing offers in the future. According to various digital marketing experts, this is expected to create a pattern of ‘overt consumption’, during which the friends of a particular user get to know about the user’s product choices, encouraging them to also make similar buying decisions.

In the past, the theory of ‘overt consumption’ was related to branded products known for their ‘show off’ value, such as shoes, handbags and jewellery. However, with the growth of location-based services like Foursquare, many new products and services have begun to be overtly consumed. For example, if a popular person with a wide friend circle eats out at a particular trendy restaurant, many of his ‘online’ friends may also consider doing so, sometimes just to bring their social standing to the same level.

The ability of consumers to broadcast consumption of physical and non-physical products and services, worldwide, has made it imperative for companies to sign up with a digital marketing company that will build an effective digital marketing campaign for them.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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