Article

Eren Kocyigit
Eren Kocyigit 16 November 2015
Categories Mobile

Effects Of Mobile Marketing On Need Recognition Stage

A consumer recognizes a need when there is an imbalance in their present status and their preferred status.

Decision-making process for each consumer starts when consumers realize that they have a need for something. A consumer recognizes a need when there is an imbalance in their present status and their preferred status.



Need recognition occurs when a consumer is faced with a difference between an actual and a desired state. This is an important stage for marketers because marketers can construct some of their campaigns in order to create this imbalance by seeking to create a need and make consumers search out and buy a product or service.

Consumer needs can be divided into two groups: A need can occur immediately and can be a very basic impulse such as getting hungry. This is called an internal stimulus. Moreover a need may arise if a consumer is affected by outside influences such as receiving a discount from his/her favourite retailer. This is called an external stimulus.

 

Marketers can construct some of their campaigns in order to create an imbalance in consumers’ present status and their preferred status. Marketers try to create an imbalance/consumer need because they want to create a want. How is a want is created? It is created by marketing efforts that lead consumers to recognize that they have an unfulfilled need. Within these marketing efforts thanks to mobile technology mobile marketing became one of the most important tool for marketers.

Mobile technology allows marketers to connect with their customers anywhere and anytime whether they are at work, in a store, or surfing the web. In addition to that; mobile technology also helps marketers to deliver their offerings to their customers by customizing the offers based on the needs of their customers. Therefore, mobile marketing messages can act as external cues that help consumers to recognize a need, triggering a decision-making process that might result in a purchase.

Importance of Mobile Technology on Need Recognition Stage

Thanks to mobile services consumers can receive and access information anytime and anyplace. That makes mobile services more convenient for consumers than any other channel. If mobile services provide value to consumers such as saving time, effort, and money, they can motivate consumers to start the buying process.

Need Recognition Stage Use Cases and Actionable Insights for Marketers

In need recognition stage marketers’ job is to position their product or service as a solution to a problem or need that a consumer may be encountering.

Regarding this stage;

    • - Information delivery services such as news (e.g., stock prices),
    • - Reminders (e.g., credit card payment due), updates (e.g., new arrivals, upgrades),
    • - The delivery of promotional items (e.g., coupons, discounts) to mobile devices can act as external drivers.

 

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. You can find further information about Push Notification services at Netmera Solutions.

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

 

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
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
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 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
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more