Post-Purchase Stage Use Cases and Actionable Insights for Marketers. Jump in and play around with some of the tools mentioned in this post. © 2020 Third Door Media, Inc. All rights reserved. As of February of this year, there were 2.4 billion people online — a little over one third of the world’s population. 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. Information search can be done internallyor externally. That’s why savvy marketers make sure that their consumer is completely satisfied and does not develop any negative post-purchase feelings. Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behaviour, value and opinions. Triggered Campaigns (sending notifications to the customers who leave their basket without purchase) can be used to impact consumers’ decisions at this stage. Likewise, mobile technology plays an important role for marketers at post-purchase stage. Have something to say about this article? Triggered Campaigns (notifications sent to the customers who already made a purchase in order to give them extra benefits) can be used to impact consumers’ decisions at this stage. Importance of Mobile Technology for Alternative Evaluation Stage. There are a few driving forces behind this new phenomenon. – Delivery of promotional items (e.g., coupons, discounts) to mobile devices. External information search can be based on family & friends effect as well as on public resources. The newly launched 6-second video service. After evaluating the alternatives, a consumer makes a decisions regarding which product/service to purchase. 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. 2. Mobile search ads (in order to appear in the search results when a consumer is searching for specific products) 3. Importance of Mobile Technology on Need Recognition Stage. Effects of Mobile Marketing on Need Recognition Stage. 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. ￼￼￼￼￼￼￼Like at previous stages, also at the purchase stage mobile technology plays an important role for marketers. Using appropriate mobile marketing actions might result in a purchase. Lastly, mobile and social networking adoption is starting at earlier ages; our children are growing up with tools that many of us adults never dreamed of when we were teenagers. Finally, in the post-purchase stage the consumer has an experience using the product/service that has been purchased. @aaronstrout. You can also work with your influencers to co-create content with them or get your new content in their hands to share with their networks. An external information search is the process of utilizing information from outside environment.￼￼￼￼￼￼￼. The Consumer Decision-Making Process consists of five steps which are: need recognition, information search, evaluation of alternatives, purchase and post-purchase behaviour. But in order to be effective, Mobile Marketing tactics should be built around consumers’ behaviours from the very beginning of the purchase journey. Another kind of need may arise if a consumer is affected by outside influences, such as receiving a discount from his/her favourite retailer. Alternative Evaluation Stage Use Cases and Actionable Insights for Marketers. All the questions like: What influences a consumer in a purchase situation? At this point, in order to make a final decision, they evaluate the alternatives. Interactive Push Notifications (especially mobile app marketers might send interactive push notifications to the users just after the purchase stage to get their feedback immediately), 2. Effects of Mobile Marketing on Alternative Evaluation Stage After evaluating alternatives consumers give a final decision and purchase the product/service they decide. Learn more by viewing our, Lights, Camera, Action – How to create, distribute and manage video content to drive ecommerce, How to Deliver Awesome, Engaging Webinars in a Work From Home World, Predicting the Unpredictable – The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value, Marketers’ Best Tool in 2021: Why Identity is Key to Picking Up Pieces When Cookies Crumble, Local Marketing Solutions for Multi-Location Businesses, Enterprise Digital Asset Management Platforms. These phones and tablets are getting cheaper and faster, and many now have cameras that take higher quality photos and videos than some earlier digital cameras. Mobile search ads (such as click to locate ads, text ads, product listings ads, etc) Interactive Push Notifications (especially mobile app marketers might send interactive push notifications to the users at the purchase stage and get their payment immediately). How is a want created? So you should take special care of your website’s behavior on mobile devices. Share it with us on Facebook, Twitter or our LinkedIn Group. Mobile display ads (especially using re-marketing technology by targeting people who are searching for specific types of products) can be used to impact consumers’ decisions at this stage. Mobile technology allows marketers to connect with their customers anywhere and anytime whether they are at work, in a store, or surfing the web. Traditional physical shopping environments have limitations, such as the number of product alternatives available and the difficulty of comparing product alternatives. After consumers have recognized a need, they conduct an information research and then create a final decision set called evoked set. Thanks to mobile technology, among these marketing efforts mobile marketing became one of the most important tool for marketers. 3. Marketers who read these traces and build campaigns accordingly can achieve better results. 1. Lets take a look at the effects of Mobile Marketing at each stage, Decision-making process for each consumer starts when consumers realize that they have a need for something. In-App Popups (triggered after the consumer makes a purchase, popups can be used to give info regarding customer service). This shift will have a profound impact on companies’ abilities to create compelling and engaging content. Location Based Campaigns (Consumers at the purchase stage can also be notified on the availability of a sales promotion on a near-by item), 3. Marketers who use their consumers’ past behaviours have a better chance to have an impact on the purchase stage. Marketers can prevent cognitive dissonance by using appropriate mobile marketing tools, such as following up with the customers via push notifications and sending them promotions, free trails, and so on.. Consumers’ willingness to use mobile services at the post-purchase stage depends on developing the belief that these mobile marketing services will offer benefits. The second factor is the proliferation of free or near-free video editing applications like DipTic, Backwards Cam and even the native editing functionality of social networking apps like Facebook and Path. While it’s not necessarily “brand-worthy,” it’s engaging and entertaining — and with a little polish, it could be ready for prime time. The use of mobile services can improve perceived benefits (convenience, savings, and instant communication) and reduce perceived risks (performance risks, financial risks, time risks) for consumers. If you continue to use this site we will assume that you are happy with it. Was it for the price or the quality? Therefore, mobile marketers should understand how the Consumer Decision Making Process works in order to guide customers through their purchases in a more meaningful way. The amount of time dedicated to the information search stage depends on several factors, such as the consumer’s past experience, perceived risk and the level of interest. If the prospect of waiting another 5-10 years before we have a enough talent in the workforce seems untenable, there are a number of things that can be done in the here and now to tap into this mobile content revolution: Have a great pic, vine or other piece of visual content? 1. To combine online and offline shopping experiences, many consumers have started to use smartphones in physical stores while they are shopping. At this step, marketers should make their products available to their consumers and be sure to make the purchase process easy and enjoyable for the consumer. A consumer recognizes a need when there is an imbalance in their present status and their preferred status.