Our smartphones are not only phones; they are our guides, helpers, and friends. We shop on them, use all sorts of social media, find the nearest coffee shop, and this list can go on. This technological shift opened up a new way for businesses to reach us and that is mobile marketing.
Mobile marketing is one of the strongest tools, and it has really shifted how companies communicate with their customers. But how does mobile marketing influence our choices as consumers? How does it know our habits, likes, and even sudden wants? Knowing how mobile marketing influences consumer behavior is important to marketers and to anyone desiring to understand how the digital world will impact our everyday choices.
This blog post by FOR® will give you an overview of what goes into driving our mobile-first decisions.
Evolution of Mobile Marketing
Mobile marketing has grown a lot since it started. Initially, companies used to send text messages to the customer regarding deals or news about the company. As technology improved, so did mobile marketing. Nowadays, various different strategies are included in mobile marketing, like app-based marketing, mobile websites, and social media ads.
This means that with time, the shift from traditional marketing to digital has made mobile marketing quite significant. With people increasingly using their phones to go online, shop, and even chat on social media, every business enterprise has realized the importance of shifting their concentration toward mobile platforms. The result is that mobile marketing has become a part of bigger digital marketing strategies that ensure a wide coverage of the target audience for businesses.
How Mobile Marketing Influences Consumer Behaviour
Mobile marketing has changed consumer behavior in many major ways. It redefined how people would interact with brands and make purchase decisions. Here, let’s discuss key effective ways mobile marketing influences consumer behavior.
Personalization and targeting
The great thing about mobile marketing is its ability to provide personalized content to each customer. Marketers can use data analytics to gather information about what their customers like, their habits, and their interests. This helps them craft personalized marketing campaigns that resonate with each individual customer.
A very good example is when a customer repeatedly searches for a fitness product online. In such cases, the business can remember that and send the customer targeted ads for any new gym equipment or workout accessories. This sort of personalized thing not only draws better attention from the customers but also increases their chances of making the purchase.
Personalization can have a powerful influence on consumer behavior. The closer customers feel that the brand understands their needs and preferences, the greater the chances of them coming back for more and being engaged with it. That is why personalization has become such an intrinsic part of any mobile marketing strategy.
Instant Gratification and Impulse Buying
Customers are accustomed to a world where information and products should be delivered to them in the blink of an eye. With mobile devices, it is even easier for people to get what they want immediately. Such a context has fostered impulsive buying, when consumers make swift decisions without much thinking.
Impulse buying is largely influenced by mobile marketing. For example, push notifications and in-app advertising can urge customers to make immediate purchases. Imagine being notified about something you have been looking at at a discounted price, for which the availability of stock would only last for the next four hours; just the convenience of buying it right on your phone would get you to make that impulsive purchase.
This kind of instant gratification is a motivating factor in most consumption processes. A business enterprise that exploits such behavior by making timely and relevant promotions will undoubtedly see spurts in sales.
Social Proof and Peer Influence
Social proof is a psychological factor wherein people are influenced by other people’s actions and opinions. It is one of the influential factors shaping consumer behavior when using mobile marketing. Specifically, when customers see positive reviews, ratings, or testimonials from other customers, they are most likely to trust the brand and make a purchase.
Mobile platforms, including social media, don’t just amplify the effect of social proof but also make it more pervasive. Consumers often voice their experiences with a product or service on social media platforms to turn their friends and followers toward the same. This peer influence can drive desired customer engagement and encourage more people to try the product.
For example, if a customer posts a picture of newly purchased shoes with a review of ‘excellent,’ friends will have the urge to buy them. Such organic marketing acts better since it is oriented by a peer they believe in.
The Role of Mobile Advertising in Shaping Consumer Decisions
Mobile advertising is an important part of mobile marketing and contributes greatly to consumers’ decisions. Let’s examine the incomparable influence of different mobile advertising strategies on consumer behaviour.
Ad Formats and Consumer Engagement
Ads come in many different formats, each designed to capture the consumer’s attention in some way. Some of the most common formats are banner ads, video ads, and native ads; each has its strengths and can exercise persuasive influence on the consumer in various ways.
Banner Ads
These are small advertisements that appear along the top or bottom of a mobile screen. They are less intrusive, but they do the work of building brand awareness.
Video Ads
These effectively contact and convey a message, which is not possible with static ads. Therefore, they will be much better at capturing the consumer’s attention and moving them toward action.
Native Ads
Native ads blend right in with the content that the consumer is looking at. Because of this, they are generally less intrusive and more likely to be shared.
The effectiveness might vary because it really depends on how they are executed. Relevant, well-designed, appropriately contextualized ads do have a serious effect on consumer behavior.
A well-placed video ad that tells a story can lead to better engagement and may even make the consumer purchase. On the other hand, when ads are irrelevant or poorly designed, this process leads to ad fatigue, where irritated consumers start ignoring or blocking them completely.
Location-Based Marketing
Another great tool for mobile advertising is location-based marketing, which can powerfully influence consumer behavior. The strategy involves reaching out to all consumers based on their location and helps businesses offer highly relevant, timely offers to customers.
For example, if a coffee shop has customers around, it might use a push notification to offer some form of discount or special advantage. This can be a successful marketing means since the consumers will be reached at the right place and time, which optimizes chances for positive action.
Location-based marketing also plays into convenience, which is one of the biggest drivers behind consumer behavior. If consumers are receiving offers relevant to them right where they are, they will be more likely to engage with the brand and purchase something. The approach will increase sales but could also improve customer engagement due to the personalization aspect.
Challenges and Opportunities in Mobile Marketing
While mobile marketing provides businesses with a good opportunity to reach their customers, it also has its own set of challenges.
Privacy and Trust
While people want more personalized advertisements, they are also scared for their privacy. The business must articulate how it will consume customer data so the customers can make a knowledgeable choice. They can even be given control over the choices of access. This will help build trust and keep the customer satisfied.
Ad Overload
Too many advertisements upset people. This decreases the effectiveness of ads and may also hurt a brand’s reputation. Businesses should believe in quality over quantity and ensure their ads do not interrupt the customer’s experience. Addressing these challenges is the only way businesses can derive maximum value from mobile marketing and, in turn, build effective relations with their customers.
Conclusion
Mobile marketing is a powerful tool that can greatly influence how people shop. It allows businesses to create personalized ads, offer instant buying options, use reviews to persuade customers, and target ads based on location. If businesses want to succeed, they must maintain a perfect balance between personalization and privacy while working towards developing high-quality advertising relevant to each customer.
Looking to do something bigger online and boost your business? Connect with Toni Hukkanen, the mastermind behind FOR® Branding and Marketing Agency. Toni will craft a personalized social media strategy that aligns perfectly with your business objectives.
