Article

Eren Kocyigit
Eren Kocyigit 15 December 2015
Categories Mobile

Effects Of Mobile Marketing On Information Search Stage

This blog post is a part of a series on the effects of mobile marketing on consumer decision making processes.

After the consumer has developed a want or a need, the next thing he or she will do is start an information search regarding different alternatives that he/she can purchase to satisfy his/her need.

 

Information search can be done internally or externally. An internal information search consists of utilizing information from memory, such as past experiences with the product and/or service. An external information search is the process of utilizing information from outside environment.

 

The amount of time dedicated to the information search stage depends on several factors such as the consumer’s past experience, perceived risk and the level of interest. External information search can consist of family & friends effect as well as public resources. Another external information source is marketing-controlled sources, such as radio, TV ads, digital- mobile ads, etc.

 

Within these channels thanks to evolving mobile technology, mobile marketing became one of the most important tool for marketers to impact on information search stage. Mobile technology offers the convenience of accessing and sharing information, that’s why mobile marketing tools are very crucial to marketers

 

Importance of Mobile Technology on Information Search Stage

Mobile services can allow access to all types of information regarding products and services especially with the help of mobile internet. 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...

 

Compared to other communication channels like radio, TV, and print; Mobile technology offers the convenience of accessing and sharing information, that’s why mobile marketing tools are very crucial to marketers who are interested in making an impact on consumers’ information search stage.

 

Therefore, mobile marketing tools can be very effective if they are used in relevant mobile channels in order to reach consumers who are searching information by aiming to fulfill their needs. Using appropriate mobile marketing actions might result in a purchase.

 

Information Search Stage Use Cases and Actionable Insights for Marketers

In the information search stage marketers’ job is to appear in front of their customers in the right time, at the right place.

 

At this stage;   

  • Mobile search ads (such as click to locate ads, text ads, product listings ads, etc)
  • In-App Popups (popups triggered by user actions within an app; especially important for mobile app marketers )
  • Location Based Campaigns (campaigns prepared for customers when they are in a specific location.
  • Mobile display ads (especially using re-marketing technology by targeting people who are searching specific type of products) can be used to   impact consumers’ decisions at this stage.

   

For instance, when a consumer is searching ‘men shoes’ within an app and at that moment if an in-app popup discount regarding men shoes appear that may direct this consumer to purchase. You can find further information about In-App Pop-Ups here

 

If you are interested about mobile marketing effects on all consumer decision making process stages; Download Effects of Mobile Marketing on Consumer Decision Making Process E-Book

 

Original Article

 

Read More About Mobile Marketing

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Why Writing Blogs Is Not Just About Writing Blogs

Why Writing Blogs Is Not Just About Writing Blogs

Be careful of anyone who suggests you should be writing blogs – and better yet, that they’ll do it for you. There are many operators who assume that writing blogs is an easy way to help your business, but without any real benefit to you. Why? Because writing blogs is not about just writing blogs.

Julie Cave
Julie Cave 9 January 2017
Read more
5 Ways To Create An Attractive Logo For Your Company

5 Ways To Create An Attractive Logo For Your Company

A good and recognizable logo is an obligatory part of a successful company. If you think about it, there are logos that only take one look from a viewer, and it is instantly clear what company and products that logo represents.

Ian Pearson
Ian Pearson 11 January 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The Psychology of Logo Design: Shape

The Psychology of Logo Design: Shape

If handled correctly, a logo can be the most powerful tool for a designer when promoting a brand. However, when all they have to work with is shape and colour, how can they judge the difference between a logo that will be a success and one that will be a failure? The answer; the subconscious mind.

David Elvis
David Elvis 27 December 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more