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
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