Effects of Mobile Marketing on Need Recognition Stage

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The consumer decision-making process consists of five steps which are: need recognition, information search, evaluation of alternatives, purchase and post-purchase behaviour. It’s important for marketers to deeply understand each of these stages in order to design their marketing mix properly and improve customers’ acquisition and retention.

This blog post analyses the Need Recognition stage in detail and explains how Mobile Marketing strategies can be effectively used at this particular step of the consumer’s decision making process.

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 they can build some of their campaigns in order to create this imbalance: by creating a need they could make consumers search out and buy a product or service.

Consumers’ 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. Another kind of 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 preferred status. Marketers try to create an imbalance/consumer need because they want to create a want. How is a want created? By marketing efforts that lead consumers to recognize that they have an unfulfilled need. Thanks to mobile technology, among these marketing efforts 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 helps marketers to deliver their offerings to their customers by customizing the offers based on customers’ needs. 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 them 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)
– 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.

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October 26, 2015 / Netmera

Effects of Mobile Marketing on Consumer Decision Making Process

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