Article

Eren Kocyigit
Eren Kocyigit 4 January 2016
Categories Mobile

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

Original Article

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
7 Things Every Company Website Should Include

7 Things Every Company Website Should Include

What elements to include in your company website? This is the first question you should ask yourself before you start designing the site. We’ve shortlisted the following essential elements every business website must have to effectively engage with customers.

simon walker
simon walker 20 February 2017
Read more
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
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
Designing The Data Management Infrastructure Of Tomorrow

Designing The Data Management Infrastructure Of Tomorrow

Today, more than ever before, organisations realise the strategic importance of data and consider it to be a corporate asset that must be managed and protected just like any other asset.

Ronald van Loon
Ronald van Loon 22 February 2017
Read more
10 Awesome Examples of Great Referral Programs—That Rock.

10 Awesome Examples of Great Referral Programs—That Rock.

Referrals are increasingly forming part of a successful marketers' toolbox. But what constitutes a truly successful referral program? We took a closer look at some of our favourites.

Angela Southall
Angela Southall 17 February 2017
Read more