Virtual Identity And New Consumer Behavior – The Role Of Mobile Marketing (2024)

FAQs

How does mobile marketing affect consumer buying Behaviour? ›

Mobile marketing has had a profound impact on consumer behavior. Its convenience, personalization, enhanced user experience, social influence, and location-based targeting have revolutionized the way consumers engage with brands and make purchasing decisions.

Some consumers may either unconsciously or consciously, use their consumption choices—for examples the brands they favour and purchase—as a way to express who they are, what they value, and how they want to be perceived. When their sense of self is further defined by these possessions, we call it the Extended Self.

Mobile marketing is defined “as a multi-channel online marketing technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, e-mail, SMS and MMS, social media, or mobile applications.” While digital marketing is defined as “ the ...

Focusing on mobile marketing lets a company reach a customer wherever they are, whenever the communication will be most effective. Mobile marketing can also take advantage of geofences and location services to send messages when the customer is in a specific location, like shopping within the store or in a theme park.

It is to identify what the four independent variables are, which are brand, price, product characteristics, and social influence. Meanwhile, the dependent variable which is the influence of consumer purchase decision in choosing mobile phone among teenagers.

Consumer s buyer behaviour is influenced by four major factors: 1) Cultural, 2) Social, 3) Personal, 4) Psychological. These factors cause consumers to develop product and brand preferences.

Consumer identity refers to an individual's digital identity used for personal use, such as online shopping, social media, and online gaming. Consumers often create digital identities through a self-registration that requires personal information such as name, email, and phone number.

The editors define identity as “any category label to which a consumer self-associates either by choice or endowment.” That is, what is important for marketing is that the individual self-associate to a specific identity, whether assumed voluntarily or ascribed by others.

Reach Audiences – traditional marketing reaches a more general audience; mobile marketing allows you to reach specific customer segments. Engage Audiences – customers cannot directly respond to traditional marketing because it is a one-way message; customers can interact with mobile marketing content.

Mobile marketing objectives are goals that advertisers seeking to achieve with mobile marketing campaigns, such as building brand awareness, changing brand image, increasing sales, establishing brand loyalty, building customer database, or motivating mobile viral marketing.

How does mobile marketing increase sales? ›

Generate more leads: Mobile marketing can be used to generate leads through QR codes, text messages, and in-app marketing. Boost sales: Mobile marketing can be used to increase sales by sending text messages, creating special offers, and running mobile ads.

A survey by a leading digital marketing and analytics agency revealed that 7 out of 10 consumers say they prefer content and ads that are tailored to their personal interests. Mobile marketing excels in this attribute. It's not just content but also push notifications that can be personalized.

Reaching the Audience on Mobile Devices

This surge in mobile phone users has a significant impact on digital marketing. As consumers increasingly turn to their mobile devices for information, shopping, and entertainment, it becomes imperative for businesses to reach them right where they are.

Mobile devices can provide data on their users' locations. This lets you engage in “geotargeting.” In other words, run targeted only users in certain areas while they're in those areas. Running ads like these helps you optimize your ad budget if your ads are relevant to only certain geographical segments.

Marketing can significantly impact consumer behavior, particularly when it's used to provide value to customers and create positive associations with a brand. Effective marketing can raise awareness about products or services, generate demand, and foster customer loyalty, increasing revenue and profitability.

One of the key ways in which digital marketing impacts consumer behavior is through personalized content and targeted advertising. Digital Marketing Experts harness the power of data analytics and consumer insights to deliver tailored messages to specific demographic segments.

A consumer's buyer behaviour is influenced by four major factors: Cultural, Social, Personal and Psychological. Cultural factors include a consumer's culture, subculture and social class. These factors are often inherent in our values and decision processes.

Advertising has a profound impact on consumer behavior by shaping consumer perceptions, attitudes, and purchase intentions. Through advertising, marketers can influence how consumers perceive a product or brand, creating a favorable image and positioning in the minds of consumers (Aaker, 2021).