{"id":31822,"date":"2021-09-15T15:38:17","date_gmt":"2021-09-15T22:38:17","guid":{"rendered":"https:\/\/www.trueomni.com\/?p=31822"},"modified":"2024-07-12T16:17:44","modified_gmt":"2024-07-12T16:17:44","slug":"a-lesson-in-digital-consumer-behavior-the-power-of-first-party-data","status":"publish","type":"post","link":"https:\/\/trueomni.com\/french\/blog\/a-lesson-in-digital-consumer-behavior-the-power-of-first-party-data\/","title":{"rendered":"Une le\u00e7on sur le comportement du consommateur num\u00e9rique et le pouvoir des donn\u00e9es de premi\u00e8re partie."},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"31822\" class=\"elementor elementor-31822\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-93b9b70 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"93b9b70\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-490fa57\" data-id=\"490fa57\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64bd177 elementor-widget elementor-widget-text-editor\" data-id=\"64bd177\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>I am a reader and even with my own company, we are still looking at new ways to connect to customers, understand how to take a sometimes-complex product, provide simplification and direction.\u00a0 At True Omni, we focus on the transformation of visitor experience through new types of <a href=\"https:\/\/trueomni.com\/french\/determining-roi-for-digital-touchpoints\/\">touchpoints<\/a> and the consolidation of channels and devices.<\/p><p>\u00a0<\/p><p><span style=\"font-weight: 400;\">This morning I thought this may be helpful to those of you who have a lot on your plate but want to understand high-level the evolution of behavior and why first-party data is so important.\u00a0 I will let you in on a secret it all under thinks with Google.\u00a0 There is so much great free information and research I highly recommend when you have some time check it out.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p>Organizing the messy middle and a philosophy that continues to direct us today.\u00a0 \u00a0Every business must understand the changes in behavior and key attributes that can move a customer in your direction.\u00a0 \u00a0However, the one key thing that stands true is Give to getting, a core item in our value statement at True Omni.<\/p><p><strong style=\"color: #333399; font-size: 25px;\">Relevant points to consider for the Travel Industry\u00a0<\/strong><\/p><p>Consumers decide to book a vacation, hotel, and take experiences in many different ways, here are a few with my twist.<span style=\"font-size: 1.2rem;\">\u00a0<\/span><\/p><ul><li>Simplify information and make it direct<\/li><li>Provide instant options for booking or connecting to information<\/li><li>Use social and reviews whenever possible, to connect and reassure<\/li><li>Use real people experiencing and talking about what they did and liked<\/li><li>Provide consistency of brand and experience across every channel and device<\/li><li>Provide ways to save money, or give them a reason, event, or experience to purchase or engage now<\/li><li>Know your differences in the brand and use them to get the customer to the decision finish line<\/li><\/ul><p>There is more below and studies you can download, it&#8217;s all-great information and you just have to put in your key attributes and concentration points to build your strategy.<\/p><p>To make this simple for everyone from an overview perspective I will take a little bit of jump to first-party data.\u00a0 If you are not aware of this term you want to be, it\u2019s the understanding of what your customers do, where they go, what they purchase, and ultimately what they like.\u00a0 \u00a0The goal for any business is to understand their customer better and by doing this to personalize the experience to their need.\u00a0 \u00a0Security practices are making this much more difficult and online marketers will talk for days about things they can do.\u00a0 However, I will put the focus back on a quote I read 5 years ago from the coffee company CEO.\u00a0 \u201cEveryone is worried about security until they can\u2019t get there Latte exactly how they like at the time they want it\u201d\u00a0\u00a0<\/p><p>What this means is people are willing to share information with you if you are giving them something in return.\u00a0 \u00a0That can be simple sharable information, or it may mean more personalized ways to connect with experiences.\u00a0 \u00a0This is the part the takes practice and doing this cross-device and channel is a great way to learn.\u00a0\u00a0<\/p><p><span style=\"font-style: normal; font-size: 25px; color: #333399;\"><b>Marketing Maturity Indicators<\/b><\/span><\/p><p><span style=\"font-size: 17px; font-style: normal; font-weight: 400;\">So, from the 5 marketing maturity indicators below, I will do a quick high-level on first-party data and some things to consider getting more and better data.\u00a0 If you have ever talked with our company, we are not shy to say that visitor services are one of the weakest points of data in most travel organization&#8217;s data sets.\u00a0 High-traffic areas, visitor centers, etc. are notoriously bad getting and understanding data as travelers engage in destination.\u00a0<\/span><span style=\"font-style: normal; font-size: 25px; color: #333399;\"><b><br \/><\/b><\/span><\/p><p>Here are a few things to consider as you look at multi-channel multi-device technology and ways to use them to get better data. For this let me focus on new innovative ways to gather more data.\u00a0 I will do this in the context of interactive options.<\/p><p>1. <b>Provide new ways for travelers to customize or engage with your travel brand<\/b> through interactive screens and mobile, building consistency of brand and providing new tools and options<\/p><p><span style=\"font-size: 17px;\">2.<\/span> <span style=\"font-size: 17px;\"><b>Interaction points <\/b>such as\u00a0 a <a href=\"https:\/\/trueomni.com\/french\/photobooth-main\/\">photobooth<\/a> and sharing exploration through <a href=\"https:\/\/trueomni.com\/french\/kiosk-software\/\">Kiosque<\/a> et <a href=\"https:\/\/trueomni.com\/french\/mobile-pwa-photobooth\/\">mobile<\/a>, <a href=\"https:\/\/trueomni.com\/french\/trails-photobooth\/\">Sentiers interactifs<\/a>, <a href=\"https:\/\/trueomni.com\/french\/itinerary-builder-photobooth\/\">Itinerary suggestions and builders<\/a>, <a href=\"https:\/\/trueomni.com\/french\/guestbook-photobooth\/\">Guestbooks<\/a>, and local celebrity connections<\/span><\/p><p>3. <b>Providing these new types of tools<\/b> are a great way to pepper in questions to understand your traveler better as you give them cool things to use its ok to ask something in return<\/p><p>4. <b>Rewards, Offers, and Deals<\/b> &#8211; this can be as simple as providing badges when someone completes a hike or providing a T-shirt for answering cultural or sustainability questions.\u00a0 In each case, the user provides me more information on what they did and where they went<\/p><p>5. <b>Exposure leads to engagement<\/b>, the more consistent and relevant your brand information is the more people will engage, using digital signage and unique high-traffic areas to expose your brand will lead users to your digital tools and thus increase first-party data.<\/p><div><div>Getting to the meat, you don\u2019t have to look far to find consistency in all of the research below, no matter how you read it companies must connect on multiple devices, they must provide new ways and value options for their customers. Finally, they must expose the right content at the right time on whatever device the user chooses to engage. I hope this was helpful as we all figure this new normal and world out. Please feel free to reach out we are transforming customer experiences and providing easy and affordable ways to leverage the technology and partners you already use.\u00a0 See\u00a0<span style=\"font-size: 17px;\">reference from <\/span><a style=\"font-size: 17px; background-color: #ffffff;\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/consumer-insights\/consumer-journey\/navigating-purchase-behavior-and-decision-making\/\"><i>Google<\/i><\/a><span style=\"font-size: 17px;\">.<\/span><\/div><div><span style=\"font-size: 17px;\">\u00a0<\/span><\/div><p><span style=\"color: #333399;\"><span style=\"font-size: 25px;\"><b>Messy Middle of Consumer Decision makings<\/b><\/span><\/span><\/p><\/div><ol><li>Category heuristics: short descriptions of key product specifications can simplify purchase decisions.<\/li><li><span style=\"font-size: 17px;\">Power of now: The longer you have to wait for a product, the weaker the proposition becomes.<\/span><\/li><li>Social proof: Recommendations and reviews from others can be very persuasive.<\/li><li>Scarcity bias: As stock or availability of a product decreases, the more desirable it becomes.<\/li><li>Authority bias: Being swayed by an expert or trusted source.<\/li><li>Power of free: A free gift with a purchase, even if unrelated, can be a powerful motivator.<\/li><li>Ensure brand presence so your product or service is strategically front of mind while your customers explore.<\/li><li>Employ behavioral science principles intelligently and responsibly to make your proposition compelling as consumers evaluate their options.<\/li><li>Close the gap between trigger and purchase so you\u2019re existing, and potential customers spend less time exposed to competitor brands.<\/li><li>\u00a0Build flexible, empowered teams who can work cross-functionally to avoid traditional branding and performance silos that are likely to leave gaps in the messy middle. See reference from\u00a0<a style=\"font-size: 17px; background-color: #ffffff;\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/future-of-marketing\/digital-transformation\/covid-accelerated-digital-adoption\/\"><i>Google<\/i><\/a><span style=\"font-size: 17px;\">.<\/span><\/li><\/ol><p><span style=\"font-size: 17px;\">A new <\/span><a style=\"font-size: 17px; background-color: #ffffff;\" href=\"https:\/\/www.mckinsey.com\/business-functions\/operations\/our-insights\/elevating-customer-experience-excellence-in-the-next-normal\">McKinsey report<\/a><span style=\"font-size: 17px;\"> shows that nearly all organizations, whether traditional companies or startups are reorienting their business models to be more digital as a direct result of the impact COVID-19 has had on changing consumer behaviors. Last year we reported that having <\/span><a style=\"font-size: 17px; background-color: #ffffff;\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-resources\/content-marketing\/best-class-behaviours-technologies-and-traits-define-most-advanced-marketers\/\">best-in-class digital marketing<\/a><span style=\"font-size: 17px;\"> can return brands as much as 20% extra revenue and 30% lower costs. At the time only 2% of businesses in the BCG research could be classified as \u2018multi-moment\u2019 marketers, with the rest fitting in earlier stages of digital maturity.<\/span><\/p><div><div>The research revealed six enablers to achieving digital maturity that is now more relevant than ever, as more businesses have had to accelerate their digital transformation in the last few months. They include:<\/div><div>\u00a0<\/div><div><div>1. Connecting first-party customer data across multiple touchpoints,<\/div><div>2. Linking marketing objectives for unified brand goals,<\/div><div>3. Automating tasks and tailoring messages for maximum impact,<\/div><div>4. Establishing strategic partnerships with shared marketing objectives,<\/div><div>5. Training and hiring for advanced data science and analytical skills, and<\/div><div>6. Having agile multifunctional teams with an established test-and-learn culture.<\/div><\/div><div>\u00a0<\/div><\/div><div><div>Le <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-resources\/content-marketing\/best-class-behaviours-technologies-and-traits-define-most-advanced-marketers\/\">full report <\/a>deep-dives into each enabler more and provides actionable guidance for those businesses looking to progress to the next phase in their digital maturity journey. See reference from <i><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-strategies\/data-and-measurement\/first-party-data-bcg-report\/\">Google<\/a><\/i>.\u00a0<\/div><div>\u00a0<\/div><div>To help organizations make better use of their first-party data, the research reveals three critical success factors that can allow businesses to create value while still sustaining ongoing relationships with customers:<\/div><div>1. Create a fair and transparent value exchange so you can start building your first-party data pool.<\/div><div>2. Ensure strict adherence to local data regulations by understanding what the rules are, where consumer data sits within your organization, and how you are using it as a company.<\/div><div>3. Develop innovative data collection methods by creating new and genuinely useful interactions with your customers.<\/div><\/div><div>\u00a0<\/div><div><span style=\"font-size: 16px; font-style: normal; font-weight: 400;\"><a href=\"https:\/\/trueomni.com\/french\/contact-us\/\">Contactez-nous<\/a> en appelant \u00e0 <\/span><a style=\"font-size: 16px; font-style: normal; font-weight: 400; background-color: #ffffff;\" href=\"tel:833-300-6664\">833-300-6664<\/a><span style=\"font-size: 16px; font-style: normal; font-weight: 400;\"> ou en envoyant un courriel \u00e0 <\/span><a style=\"font-size: 16px; font-style: normal; font-weight: 400; background-color: #ffffff;\" href=\"mailto:info@trueomni\">info@trueomni<\/a><span style=\"font-size: 16px; font-style: normal; font-weight: 400;\">\u00a0et notre \u00e9quipe vous aidera \u00e0 examiner les options les mieux adapt\u00e9es \u00e0 votre organisation.<\/span><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Je suis un lecteur assidu et, m\u00eame au sein de ma propre entreprise, nous cherchons constamment de nouvelles fa\u00e7ons d&#039;interagir avec nos clients, de comprendre comment simplifier et orienter un produit parfois complexe. Chez True Omni, nous nous concentrons sur la transformation de l&#039;exp\u00e9rience visiteur gr\u00e2ce \u00e0 de nouveaux points de contact et \u00e0 la consolidation des canaux et des appareils. Ce matin, j&#039;ai pens\u00e9 que cela pourrait \u00eatre utile \u00e0 ceux d&#039;entre vous qui sont tr\u00e8s occup\u00e9s mais qui souhaitent comprendre globalement l&#039;\u00e9volution des comportements et l&#039;importance des donn\u00e9es propri\u00e9taires. Je vais vous confier un secret\u00a0: tout repose sur Google. Il existe une multitude d&#039;informations et de recherches gratuites de grande qualit\u00e9\u00a0; je vous recommande vivement de les consulter d\u00e8s que vous aurez un moment. Organiser le terrain complexe et suivre une philosophie qui continue de nous guider aujourd&#039;hui. Chaque entreprise doit comprendre les changements de comportement et les attributs cl\u00e9s qui peuvent inciter un client \u00e0 choisir son offre. Cependant, un principe fondamental demeure\u00a0: \u201c\u00a0Donner pour recevoir\u00a0\u201d, un \u00e9l\u00e9ment central de nos valeurs chez True Omni. Points importants \u00e0 consid\u00e9rer pour le secteur du voyage\u00a0: les consommateurs r\u00e9servent leurs vacances, leur h\u00f4tel et vivent des exp\u00e9riences de diff\u00e9rentes mani\u00e8res. Voici quelques pistes, avec ma propre perspective. Simplifiez l&#039;information et rendez-la directe. Proposez des options instantan\u00e9es de r\u00e9servation ou d&#039;acc\u00e8s \u00e0 l&#039;information. Utilisez les r\u00e9seaux sociaux et les avis clients autant que possible pour cr\u00e9er du lien et rassurer. Mettez en avant de vrais clients qui partagent leurs exp\u00e9riences et leurs impressions. Assurez la coh\u00e9rence de la marque et de l&#039;exp\u00e9rience sur tous les canaux et appareils. Proposez des solutions pour \u00e9conomiser, ou offrez-leur une raison, un \u00e9v\u00e9nement ou une exp\u00e9rience pour acheter ou interagir d\u00e8s maintenant. Identifiez les sp\u00e9cificit\u00e9s de votre marque et utilisez-les pour guider le client jusqu&#039;\u00e0 la d\u00e9cision d&#039;achat. Vous trouverez plus d&#039;informations ci-dessous, ainsi que des \u00e9tudes t\u00e9l\u00e9chargeables. Ce sont des informations pr\u00e9cieuses\u00a0; il vous suffit d&#039;y int\u00e9grer vos atouts cl\u00e9s et vos axes de d\u00e9veloppement pour \u00e9laborer votre strat\u00e9gie. Pour simplifier les choses, je vais aborder bri\u00e8vement les donn\u00e9es propri\u00e9taires. Si ce terme vous est inconnu, il est important de vous le familiariser\u00a0: il s&#039;agit de comprendre ce que font vos clients, o\u00f9 ils vont, ce qu&#039;ils ach\u00e8tent et, en fin de compte, ce qu&#039;ils aiment. L&#039;objectif de toute entreprise est de mieux comprendre ses clients afin de personnaliser l&#039;exp\u00e9rience en fonction de leurs besoins. Les pratiques de s\u00e9curit\u00e9 rendent cette compr\u00e9hension de plus en plus complexe, et les sp\u00e9cialistes du marketing en ligne d\u00e9battent sans fin des solutions possibles. Cependant, je souhaite revenir sur une citation que j&#039;ai lue il y a 5 ans, du PDG d&#039;une entreprise de caf\u00e9\u00a0: \u00ab\u00a0Tout le monde se pr\u00e9occupe de la s\u00e9curit\u00e9 jusqu&#039;\u00e0 ce qu&#039;il ne puisse plus obtenir son latte exactement comme il le souhaite, quand il le souhaite.\u00a0\u00bb Autrement dit, les gens sont pr\u00eats \u00e0 partager des informations si vous leur offrez quelque chose en retour. Il peut s&#039;agir de simples informations \u00e0 partager, ou de mani\u00e8res plus personnalis\u00e9es de se connecter \u00e0 des exp\u00e9riences. C&#039;est l\u00e0 que la pratique entre en jeu, et s&#039;exercer sur diff\u00e9rents appareils et canaux est un excellent moyen d&#039;apprendre. Indicateurs de maturit\u00e9 marketing\u00a0: parmi les 5 indicateurs de maturit\u00e9 marketing ci-dessous, je vais aborder bri\u00e8vement les donn\u00e9es propri\u00e9taires et quelques points \u00e0 consid\u00e9rer pour obtenir des donn\u00e9es plus nombreuses et de meilleure qualit\u00e9. Si vous avez d\u00e9j\u00e0 discut\u00e9 avec notre entreprise, vous savez que nous n&#039;h\u00e9sitons pas \u00e0 dire que les services aux visiteurs constituent l&#039;un des points faibles des donn\u00e9es dans la plupart des ensembles de donn\u00e9es des organismes de voyage. Les zones \u00e0 forte fr\u00e9quentation, les centres d&#039;information touristique, etc., sont r\u00e9put\u00e9s pour la difficult\u00e9 \u00e0 collecter et \u00e0 analyser les donn\u00e9es relatives aux interactions des voyageurs avec leur destination. Voici quelques points \u00e0 consid\u00e9rer lorsque vous examinez les technologies multicanaux et multi-appareils et comment les utiliser pour obtenir de meilleures donn\u00e9es. Je vais me concentrer sur les nouvelles m\u00e9thodes innovantes de collecte de donn\u00e9es, notamment les options interactives. 1. Proposez aux voyageurs de nouvelles fa\u00e7ons de personnaliser leur exp\u00e9rience avec votre marque de voyage gr\u00e2ce \u00e0 des \u00e9crans interactifs et des applications mobiles, renfor\u00e7ant ainsi la coh\u00e9rence de votre marque et offrant de nouveaux outils et options. 2. Mettez en place des points d&#039;interaction tels qu&#039;un photomaton, le partage d&#039;explorations via des bornes interactives et des applications mobiles, des parcours interactifs, des suggestions et des outils de cr\u00e9ation d&#039;itin\u00e9raires, des livres d&#039;or et des contacts avec des personnalit\u00e9s locales. 3. Proposer ces nouveaux outils est un excellent moyen d&#039;int\u00e9grer des questions pour mieux comprendre vos voyageurs. En leur offrant des exp\u00e9riences int\u00e9ressantes, vous pouvez \u00e9galement leur demander quelque chose en retour. 4. R\u00e9compenses, offres et promotions\u00a0: cela peut \u00eatre aussi simple que de remettre des badges apr\u00e8s une randonn\u00e9e ou d&#039;offrir un t-shirt en \u00e9change de r\u00e9ponses \u00e0 des questions culturelles ou de d\u00e9veloppement durable. Dans chaque cas, l&#039;utilisateur me fournit davantage d&#039;informations sur ses actions et ses d\u00e9placements. 5. L&#039;exposition engendre l&#039;engagement\u00a0: plus vos informations de marque sont coh\u00e9rentes et pertinentes, plus l&#039;engagement sera important. Utiliser l&#039;affichage num\u00e9rique et des emplacements strat\u00e9giques \u00e0 fort trafic pour mettre en valeur votre marque incitera les utilisateurs \u00e0 utiliser vos outils num\u00e9riques et augmentera ainsi vos donn\u00e9es propri\u00e9taires. Pour aller droit au but, vous constaterez la coh\u00e9rence de toutes les \u00e9tudes ci-dessous\u00a0: quelle que soit votre interpr\u00e9tation, les entreprises doivent \u00eatre pr\u00e9sentes sur plusieurs appareils, proposer de nouvelles options et des solutions adapt\u00e9es \u00e0 leurs clients. Enfin, elles doivent diffuser le bon contenu au bon moment et sur l&#039;appareil choisi par l&#039;utilisateur. J&#039;esp\u00e8re que ces informations vous seront utiles pour nous adapter \u00e0 cette nouvelle normalit\u00e9. N&#039;h\u00e9sitez pas \u00e0 nous contacter\u00a0: nous transformons l&#039;exp\u00e9rience client et proposons des solutions simples et abordables pour tirer parti des technologies et des partenaires que vous utilisez d\u00e9j\u00e0. Voir la r\u00e9f\u00e9rence de Google. Processus de d\u00e9cision complexe du consommateur\u00a0: heuristiques de cat\u00e9gorie\u00a0: des descriptions concises des principales caract\u00e9ristiques du produit peuvent simplifier les d\u00e9cisions d&#039;achat. L&#039;imm\u00e9diatet\u00e9\u00a0: plus l&#039;attente pour un produit se prolonge, plus son attrait diminue. Preuve sociale\u00a0: Les recommandations et les avis d\u2019autres personnes peuvent \u00eatre tr\u00e8s persuasifs. Biais de raret\u00e9\u00a0: Plus le stock ou la disponibilit\u00e9 d\u2019un produit diminue, plus il devient d\u00e9sirable. Biais d\u2019autorit\u00e9\u00a0: \u00catre influenc\u00e9 par un expert ou une source fiable. Pouvoir du gratuit\u00a0: Un cadeau offert avec un achat.,<\/p>","protected":false},"author":4,"featured_media":31825,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-31822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital Consumer Behavior &amp; 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