What Digital Consumers Think and How They Act Today

The digital marketplace has completely transformed the relationship between brands and people. In traditional markets, brands published content, ran classic advertisements, and consumers simply listened. Today, that model no longer works. Consumers have permanently changed the way they buy — they now participate, respond, compare, share opinions, and create ongoing conversations with brands and with other consumers.

If you own a business and want to understand what digital consumers think, how they make decisions, and how to connect with them more effectively, this article will help you organize your ideas and make more strategic decisions.

The New Role of the Digital Consumer

Digital consumers have immediate access to information. Before making a purchase, they compare prices, read reviews, search for opinions, and analyze real experiences from other users. They are no longer passive participants — they directly influence purchasing decisions within their circles and impact brand reputation.

In marketing, this profile is known as a prosumer: someone who not only buys but also creates content, recommends, critiques, and adds value (or takes it away) from a brand. A clear example is someone who buys a smartphone, leaves an online review, and posts a video sharing their experience. That action has a real impact on other potential buyers.

This new type of consumer, more informed and fully aware of their rights, is more demanding. They expect quick responses, value personalization, and maintain a two-way relationship with brands through social media, reviews, and direct messages.

In many cases, they also actively participate in affiliate marketing models, recommending products and earning incentives or commissions. More and more brands are incorporating these strategies, viewing this type of consumer as a strategic ally rather than just a buyer. If you want to explore this business model, I recommend opening your online store on AVISAJES. There, you can publish products and also add affiliate links — meaning if you recommend products from Mercado Libre or Amazon, you can create your own catalog and redirect customers using your affiliate link.

Key Strategies to Connect with Each Segment

Before taking action, it’s essential to segment your market. Define variables such as age, habits, and interests. From there, create your buyer persona: give them a name and clearly describe their needs, preferences, and digital behaviors.

Understand their online journey — how they discover your brand, how they interact with it, and what ultimately drives their decision. This will allow you to craft the right message.

Work on Your Positioning and Be Memorable

Decide what you want customers to remember about your brand. Some clear ways to achieve this include:

• Highlight the main benefit: what problem your product solves and how it improves the customer’s life.
  Example: A sneaker brand that promotes better cushioning and lower injury risk — not just design.
• Establish your price–quality relationship: premium, affordable, or balanced.
  Example: A coffee shop positioned as premium with single-origin beans.
• Focus on a specific niche by personalizing your offer and communication.
  Example: A youth clothing store targeting adventurous millennials.
• Build clear differentiation through innovation, values, experience, or service.
  Example: A makeup brand that is 100% vegan and cruelty-free.

If you want specialized guidance to refine your marketing plan and design strategies focused on digital sales growth, schedule your session at CLINICAPYME .