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

 

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