Consumer Behavior

An overview of what I learned during this course.

Author: RaShan Lomax

Company: Cherubim Production LLC

Kimono girl

Understanding the market is one of the most important things a marketer and business must do.  This course made me understand that there is an art behind attracting and connecting with consumers.  In the ever changing landscape of digital marketing, understanding consumer behavior is fundamental to developing an effective marketing strategy. Throughout this course, I have gained valuable insights into how consumers make decisions online, how to identify key market segments, and how emerging technologies impact digital marketing.  One of the most impactful takeaways from this course was the breakdown of the online consumer decision-making process.  A very important part of recognizing consumers behavior and capitalizing on such behaviors, is the RACE model.  The components of the RACE model are Reach, Act, Convert and Engage.  Reach is the process of using various channels such as social media to expose or introduce the brand to its target audience.  Act is as simple as compelling the audience that was reached to take steps to visit the website or even sign up for an email list or newsletter.   After a connection has been established with the consumers the next stage would be to convert them into a customer and continue to engage them through media channels to keep them in the funnel.  By aligning content and advertising strategies with each stage, I can ensure that potential customers receive relevant messaging at the right time. 

With the improvements within tech, AI has become a useful tool for marketers.  The integration of AI-driven analytics, chatbots, and programmatic advertising has revolutionized consumer targeting. This course provided an in-depth look at how brands can use these technologies to enhance personalization and improve customer experiences. AI-powered tools help to fast track the analysis of consumer behavior and allow marketers to establish a more tailored marketing strategy.  My plan is to use these tools not only streamline communication but also create a seamless user journey that builds brand loyalty.