After a consumer makes a decision he/she expects satisfaction to occur from his/ her decision. Mobile Technology enables consumers to experience the best features of offline and online shopping environments at the same time. First, there are more mobile devices than people on this earth. External information search can be based on family & friends effect as well as on public resources. Mobile App Daily Bulletins (sending price discounts to consumers who already put a product in their baskets but didn’t proceed with the purchase) can be used to impact consumers’ decisions at this stage. and curate the most relevant content from their partners, employees and customers, there is still a huge gap in the demand versus the supply. What we are seeing now is only the tip of the iceberg. For this reason, mobile marketing tools are essential for marketers who are interested in making an impact on consumers’ information search stage. The consumer decision-making process ranges from simple to complex, and is influenced by various factors. All the questions like: What influences a consumer in a purchase situation? While it’s not necessarily “brand-worthy,” it’s engaging and entertaining — and with a little polish, it could be ready for prime time. More importantly, as GenY-ers move into the workforce, they will bring their savvy content creation skills with them. ￼￼￼￼￼￼￼Like at previous stages, also at the purchase stage mobile technology plays an important role for marketers. Triggered Campaigns (notifications sent to the customers who already made a purchase in order to give them extra benefits) can be used to impact consumers’ decisions at this stage. Get the daily newsletter digital marketers rely on. Marketers who read these traces and build campaigns accordingly can achieve better results. Within information search stage marketers may reach their target audience via various mobile marketing tools, such as mobile search ads, location based ads, mobile display ads, and etc…. This may lead to more satisfactory post-purchase experiences for consumers. While many social media practitioners advocate against turning your brand’s social channels over to an intern, it may be time to give some of your younger employees a challenge to create a few specific pieces of content using only their mobile phone. For instance, a push notification received on a mobile device for an upcoming special day, accompanied by a list of recommended gifts and discount offers, can motivate the recipient to start the buying process for a gift. An external information search is the process of utilizing information from outside environment.￼￼￼￼￼￼￼. – Reminders (e.g., credit card payment due), updates (e.g., new arrivals, upgrades) That’s why savvy marketers make sure that their consumer is completely satisfied and does not develop any negative post-purchase feelings. How is a want created? Interactive Push Notifications (especially mobile app marketers might send interactive push notifications to the users just after the purchase stage to get their feedback immediately), 2. Consumers’ needs can be divided into two groups. Using appropriate mobile marketing actions might result in a purchase. © 2020 Third Door Media, Inc. All rights reserved. And, speaking of Instagram, it now boasts 130 million monthly active users with 16 billion photos shared with over 45M photos uploaded per day. – Delivery of promotional items (e.g., coupons, discounts) to mobile devices. Another external information source is marketing-controlled sources, such as radio, TV ads, digital- mobile ads, etc. What struck me recently, however, is the fact that the real impact of the proliferation of mobile devices might just be their ability to create massive amounts of good, shareable content. Even if purchase stage is affected by previous decision making process stages, marketers can still have a chance to impact consumers who are already at the purchase stage. After consumers have recognized a need, they conduct an information research and then create a final decision set called evoked set. Using appropriate mobile marketing actions might result in a purchase. 3. Below are some key statistics that speak to the growth of mobile-generated content: What is most astonishing about the creation of all this content is the quality of some of it. Need recognition occurs when a consumer is faced with a difference between an actual and a desired state. If that’s too much of a leap, pay them to train you and your staff or agency. Another kind of need may arise if a consumer is affected by outside influences, such as receiving a discount from his/her favourite retailer. In post-purchase stage, a marketer’s job is to provide consumers with after sale service as well as some extra benefits, such as discounts and free trials. That makes mobile services more convenient for consumers than any other channel. So you should take special care of your website’s behavior on mobile devices. In purchase stage, marketers’ job is to make their products available to the customers and make the purchase process easy and enjoyable for the consumers. Effects of Mobile Marketing on Alternative Evaluation Stage After evaluating alternatives consumers give a final decision and purchase the product/service they decide. Tweet it at me so I can take a look! Thanks to mobile services, consumers can receive and access information anytime and anyplace. These phones and tablets are getting cheaper and faster, and many now have cameras that take higher quality photos and videos than some earlier digital cameras. Therefore, mobile marketing tools can be very effective if they are used in relevant mobile channels in order to reach consumers who are evaluating alternatives. First of all, mobile devices and services enable consumers to evaluate alternatives even when they are at physical stores. The mobile revolution gave the chance to marketers to be there for consumers at relevant moments with different strategies. This is an important stage for marketers because they can build some of their campaigns in order to create this imbalance: by creating a need they could make consumers search out and buy a product or service.￼￼￼￼. Marketers should find out which attribute is most important to the consumer at this stage and build their marketing tactics accordingly. After evaluating the alternatives, consumers make a final decision and purchase a product/service. The newly launched 6-second video service. Like at need recognition and information search stages, also at alternative evaluation stage mobile technology differs from other mediums. Mobile technology allows marketers to connect with their customers anywhere and anytime whether they are at work, in a store, or surfing the web.
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