Mobile marketing is facing a constant upswing over the past few years as it is part of a rapid and constant growth of digital marketing. Considering the fact that in our contemporary digital world, mobile devices are becoming established as a necessity for all our daily activities, Mobile Marketing seems to be the future.
Introduction
Introduction and Background
Problem Statement and Purpose of the Study
The Objectives of the Study
The Importance of the Study
Structure of the study
Introduction
Definition of Mobile Marketing
This creates the need for a business to be able to respond to customers, especially when a negative customer experience is shared. The response must be immediate and effective to minimize the negative impact.
Digital Presence and Objectives
Consideration: Consideration is the stage where the consumer considers making a purchase and the business attempts to be one of his options, regarding the brands he will look for. In the process of setting goals, managers and marketers must be careful and realistic.
Mobile Marketing Tools
- Mobile Optimized Websites
- Mobile Applications
- Promotional Messages (SMS, MMS, Viber etc.)
- E-mail Marketing
- Social Networks Marketing
- Location-based services
- Proximity Marketing
Audience identification: By identifying the characteristics and interests of the target groups, it is easier to approach them effectively. It is a method that utilizes Wi-Fi and Bluetooth technology to promote advertising messages to.
Mobile Advertising
These are some of the data used by search engines to classify a website in organic results. The auction results are not only influenced by the bid amount, but also by the relevance of the ad, the quality of the user experience that the landing page can provide, etc.
Building a Mobile Marketing Strategy
To recall the stages of a company's digital presence, mentioned earlier, it is worth mentioning these stages from the user's perspective. It is crucial not only to know the existing target groups, but also those that the brand intends to reach.
Consumer behavior definition and importance
Factors affecting consumer behavior
Motivation: Every person has many needs at a certain time and some of them are biogenetic. Others are psychogenic and arise from psychological factors such as the need for recognition, reputation or the need to belong.
Consumer’s decision making process
Perception: A motivated person is ready for action and the way he acts is influenced by his perception of any situation. Entry stage: which include the recognition stage and the information search stage.
Consumer Satisfaction Factors in Online Market
Information research: Then the consumer who has decided to buy something or not can search for more information about his purchase through personal, public or commercial sources. Evaluation of alternatives: At this stage, consumer has to choose between different brands and this decision usually depends on the product's performance, its characteristics, some excellent or unique feature of the product, as well as the trust and loyalty to a specific brand and the utility that the product offers. Purchase decision: ultimately consumer will buy the product he prefers, but can sometimes be influenced by other people, the expected price, the expected product benefits or other factors.
Post-purchase behavior: The last stage of the decision-making process is its post-purchase behavior, where the consumer will feel satisfied or disappointed with his final choice. Process stage: which focuses on evaluating alternatives and how consumers are moving towards their final decision, being influenced by psychological and other factors.
Key drivers of consumer purchase behavior
Men tend to be more target-oriented and better appreciate the e-commerce benefits, while women are driven more by social motives and appear to be less experienced in online shopping. Most of them are internet users since their early age, so it is inevitable to be more reliable and open to innovation and online experience. Online shopping is becoming more and more in consumer's life and one of the main reasons for this is that it can provide convenience, easy, fast and effective services.
The user can choose the payment method, place their orders at any time of the day or night without restrictions, order from local or international sites and have their order delivered at home. They can satisfy any need by simply searching online, finding many products that can meet their needs and comparing them to choose the one that suits them best.
Consumer Behavior and Social Media
Design of the Study
Study Population and Sampling
Data Collection Procedures
Data Analysis
Introduction
Respondents Characteristics – Sample Profile
The educational background of the survey's sample, to the greatest extent, are holders of a master's/PhD degree with 61.7%. The remaining percentage are holders of a bachelor's degree with 34.2% and only the 4.2% are high school graduates. A percentage of 23.3% of the sample has one child, a 16.7% has 2 children and the remaining 5% of the sample has at least three children.
In the last question about demographics, the largest percentage of respondents (40.8%) answered that their monthly family income is between €1001 and €2000.
Main Results of the study
Regarding waiting for products/services they are interested in to be on sale/offer, they are between neutral and positive, as 56.67% agreed or strongly agreed with the statement and 31.67% were neutral with a mean value around 3.58. On changing their mind about products/services/purchases due to mobile ads/posts/reviews etc., respondents seem to be neutral with a mean value of 3.1, 39.16% of the sample agree with the statement, 33.33 % neutral and 27.50%. About checking reviews of the products/services they want before their final purchase, they are also neutral with an average value of 3.2, 35% of the sample agree and 53.33%.
In terms of their positive responses, the most valued reasons were taking advantage of special offers; rated with the highest percentage of 75%, to be informed about products/services they are interested in (50%) and because of products/services they have already searched for/purchased (35%). How often would you like to be informed on your mobile about products/services/offers, via the options below.
Additional Analysis
- Objective 1 – Findings
- Objective 2 – Findings
- Objective 3 – Findings
AppsFrequency Q7: Apps affect purchase frequency Ordinal MessagesFrequency Q7: Messages affect purchase frequency Ordinal SocialMediaFrequency Q7: SM ads affect purchase frequency Ordinal VideoAdsFrequency Q7: Video ads affect purchase frequency Ordinal SearchAdsFrequency Q7: Search ads affect purchase frequency Ordinal DisplayAdsFrequency Q7 : Frequency of purchases influenced by display ads. Order of ShoppingAdsFrequency V7: The order of shopping frequency affected by shopping ads. According to the significance value (0.044<0.05), there is a statistically significant difference between the averages of the groups. As can be seen from the age group means, consumers in the 36-45 age group are more likely to change their mind about a purchase under the influence of advertisements.
According to the significance value for a two-tailed test (0.00<0.05), the means are significantly different, so that consumers' beliefs about whether they are influenced by apps about their mobile purchases or their opinions about products/services or not are affected. frequency of purchases under this influence. According to the significance value for a two-tailed test (0.00<0.1), the means are significantly different, that is, consumers' beliefs about whether or not they are influenced by promotional messages about their mobile purchases or their opinion about products/services. , affects the frequency of purchases under this influence. All t-tests gave a significance value for a two-tailed test of less than 0.001 < 0.05, so a consumer's belief about whether or not they are influenced by ads about their mobile purchases or their opinions about products/services affects the frequency they shopping under the influence of all kinds of advertisements.
It is also observed that the frequency of purchase influenced by each of these types is greater for people who believe that they are influenced by advertisements.
General Conclusions
At the same time, they stated that the main reasons for reacting negatively are mostly annoyances, such as the repeated ads, messages, etc., content that they are not interested in, etc. An important purpose of the survey was to create a profile of the consumers who tend to spend more money on mobile purchases. According to the analysis of gender and age with the behavior of some consumers, it seems that the age group of 36-45 years is also important because they tend to change their opinion that products or purchases are influenced by mobile marketing methods.
Let us note here that the same group is the one that tends to spend more money on mobile purchases. Finally, based on the analysis of the third objective of the study, it is clear that consumers have an understanding of whether they are influenced by each marketing method, and it appears that those who believe that it will affected, they are actually the ones who make mobile purchases more often.
Managerial Implications
In terms of mobile marketing methods that appear to be most influential to consumers, the most influential method is said to be advertising, and especially Shopping, Display and Social Media advertising, which had the highest average purchase frequency. Thus, it appears that this specific age group is most affected by mobile marketing. As indicated in many ways by the study analysis, mobile marketing appears to have an important role in the consideration stage of the customer journey.
Ads, app notifications, promotional messages, social media outreach or any other mobile marketing methods are useless if they are not targeted to the right audience. This study shows that consumers have a real perception about their influence through mobile marketing methods and they feel more influenced by advertisements, as opposed to promotional messages.
Limitations and further research
So, they could play a more important role in the advertising campaigns depending on the business objectives. In general, it could be useful to create some ads that target target groups, including the 36-45 year old consumer age group, as this seems to have better results with mobile marketing approaches. At this point it is worth noting that the profile established by the study mainly included monthly income in order to create a more complete profile.
The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted and Measurable Online Campaigns. From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising.