Customers feel more empowered because, with the internet, they can channel their concerns and issues regarding a company, product, or service. This can be done through feedback or reviews. They the power to make or break a company with this.
Moreover, customers no longer adhere to a linear pattern of buying which includes being aware of a product due to print advertisements, billboards, etc. then taking to consider visiting the seller or to contact them, their intention, and finally decision-making.
But in today’s time, their pattern no longer follows a pattern. The process of their decision-making comprises of researching information about the products or services then comparing the gathered information – this is said to be conducted by 93% of consumers – learning more about the products through watching YouTube videos, display ads, social media, and online reviews.