Effects Of Mobile Marketing On Alternative Evaluation Stage
In the alternative evaluation stage a marketer's job is to provide information about products and services better than competitors.
After consumers have recognized a need, they conduct an information research and then create a final decision set called evoked set. At this point in order to make a final decision they evaluate the alternatives.
While giving a final decision consumers take into consideration the different attributions of the product or service such as quality, price, location, etc.. Regarding this stage marketers should find out which attribute is most important to the consumer and construct their marketing tactics accordingly.
Like need recognition and information search stages at alternative evaluation stage mobile technology also differs from other mediums. First of all mobile devices and services enable consumers to evaluate alternatives even when they are at physical stores. Mobile devices and mobile services can help consumers enjoy the best of both physical and online worlds by combining the benefits of in-store and online shopping environments.
Importance of Mobile Technology on Evaluation of Alternatives Stage
Traditional physical shopping environments have limitations, such as the number of product alternatives available and the difficulty of comparing the product alternatives. The online shopping environment has its own limitations, such as the inability to touch, feel, or try products. Mobile Technology enables consumers to experience best features of offline and online shopping environments at the same time.
For combining online and offline shopping experiences, many consumers have started to chose use smartphones in physical stores while they are shopping. That makes smartphones very important medium for both online and offline marketers.
Therefore, mobile marketing tools can be very effective if they are used in relevant mobile channels in order to reach consumers who are evaluating alternatives. Using appropriate mobile marketing actions might result in a purchase.
Alternative Evaluation Stage Use Cases and Actionable Insights for Marketers
In alternative evaluation stage a marketer’s job is to provide information about products and services better than competitors, and reaching out his/her brands’ audience while they are evaluating alternatives.
At this stage;
1. Mobile search ads (in order to appear in the search results when a consumer is searching for specific products)
2. Location Based Campaigns (especially by using beacon technology marketers may reach their customers when their customers are in their physical stores)
3. Mobile display ads (especially using re-marketing technology by targeting people who are searching specific type of products)
4. Mobile App Daily Bulletins (sending consumers price discounts who already put a product in their baskets but leave without purchase) can be used to impact consumers’ decisions at this stage.
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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