In order to affect information search part, firms may offer mobile applications which give lots of information about their products/services. For instance, every year IKEA launch its yearly catalogue as a mobile application which enables its customers to reach product info anywhere and anytime they want. If mobile devices are compared with traditional media such as TV and print regarding information search, mobiles devices lacks the persuasive power of the print and TV media due to the highly constrained screen size but better than traditional media location-based advertising can provide timely and actionable information to customers (Shankar and Balasubramanian, 2009)
In order to affect alternative evaluation part, marketers may use content marketing strategies that are reachable via mobile devices. This is possible if firms have mobile web- sites which have rich information regarding their services/products. Google’s survey results indicate that %79 of the participants use mobile devices while shopping, %70 of the participants use them in store. This findings show that; having a user-friendly mobile web- site which has rich information is a ‘must’ for firms. For instance, when a customer is in Best Buy to buy a MP3 player, he/she likely evaluate alternatives on his/her mobile device. So companies that lack of mobile web-sites fall behind in the competition.
In order to affect purchase part, marketers can use mobile payment tools which give customers. As Dahlberg et al. (2003) asserted mobile payment solutions provide several benefits such as being more secure, easier and faster to use than competing (traditional) solutions. For instance, with Google Wallet (a mobile payment product launched by Google) a customer may pay in a store in a more secure, easier and faster way and this experience provided in the purchase time increases customer satisfaction.
Lastly, in order to affect post-purchase part, marketers may provide consumer-generated content tools such as blogs, forums, and etc.. Several studies in the literature found that people are more open to messages that come from another person rather than a company. For instance, as mentioned earlier Wais and Clemons (2008) found that; customers perceive marketing message positively if it came from another person than if it came from a company. In order to give an example: let’s consider a customer who bought a digital camera. After purchase, the consumer compared it with similar products and had a tension or anxiety (Cognitive Dissonance) regarding to his/her purchase. At this point mobile marketing tools that have consumer-generated content might decrease customer tensions and convince this customer that he/she made the right decision (for example after he/she watched a you-tube that is uploaded by another customer and the positive comments below the video might decrease this customer’s anxiety about the purchase)
STRATEGY 5 – Integrating mobile marketing strategy with firms’ holistic marketing strategy
In this part of the strategy, firms should seek integrating mobile marketing strategy with firms’ holistic marketing strategy. That means every firms mobile marketing activities should be in accordance with their overall marketing activities. To give an example; if a firm is launching a new product and promoting it in traditional media like TV, radio and print, this firm should also incorporate promotional messages sent via mobile devices. As Merissa et al. (2007) claimed; most successful mobile marketers worldwide like Coca-Cola, McDonalds, and mobile operators, have successfully incorporated the mobile channel into the promotion of their goods and services.