Understanding Consumer Characteristics in The Era of Mobile Marketing?
- On August 20, 2020
- mobile marketing
We are now in the era of mobile marketing. Every marketer needs to understand the thinking, models, operation, and social platforms of mobile marketing, and grasp the changing laws of mobile marketing.
Consumers’ consumption characteristics have now changed. Consumers look in hurry, and consumers’ attention is easily distracted. Consumers become more picky when choosing products and focus on the consumer experience.
How can consumers get a better experience? This depends on whether the manufacturer stands on the consumer’s standpoint and thinks about the problem with the consumer’s thinking.
Consumers in the era of mobile marketing have the following consumption characteristics:
1. Fragmentation of consumption time
Consumers are busy with work, study and life, and they are always in the vast ocean of network information. In this scenario, consumers’ time is fragmented. Consumers also linger on various platforms. Consumers’ time on each platform is fragmented.
2. Consumers have many channels to find products
Fragmentation of consumption time affects the time it takes for consumers to choose products. At the same time, the channels for consumers to obtain product information have become very rich. The superposition of the two factors has formed the picky and quick decision of consumers to choose products. This is a big challenge for marketers.
3. Consumers become more picky
When consumers face more choices, they become more critical. We need to allow consumers to better understand your brand from the perspective of brand reputation. Of course, a better consumer experience and better consumer scenarios are also needed. All this is because of the pickiness of consumers. We need to have word-of-mouth thinking and use a variety of comprehensive methods to impress consumers.
4. The time for consumers to make decisions is shorter
In the era of mobile internet, consumers seem busy. The time consumers spend on purchasing products has been greatly shortened. This requires us to have product thinking, design content that is clear at a glance and outstanding selling points, and requires us to sell.
5. Consumers are more concerned about products that meet individual needs
We are in such an era of infinite diversity. With a critical eye, people have become more pursuing product personalization and consumer satisfaction. Marketers need to be more active and strengthen the personalization and beauty of products.
6. Consumers care about others’ sharing and evaluation
In order to shorten the product selection time and ensure that the products they choose are in line with their own taste, they care about the sharing and evaluation of products by others, especially when it comes to safety, beauty, product ease of use and quality.
7. Consumers care about getting a better experience
Today’s consumers want both personalized satisfaction and a good experience. Consumers need a reason to impress themselves in a limited time.
What more effective thinking models do mobile marketing need?
It is precisely based on the consumption characteristics of the mobile marketing era that we need a more effective mode of thinking to reshape our brand and marketing model and establish a competitive position.
New thinking includes: user first, multi-channel marketing, community reputation, product value, application scenarios, exquisite experience, etc.