The Impact of Mobile Marketing on Consumer Behaviour

Increased Personalisation and Targeting

One of the most significant impacts of mobile marketing is the ability for businesses to personalise and target their messages to specific segments of consumers. With the use of mobile marketing tools such as geolocation and push notifications, businesses can send targeted messages to consumers based on their location, browsing history, and purchase history. This increased personalisation leads to higher engagement rates and conversion rates. According to a study by Epsilon, targeted and personalised mobile messages have an open rate 29% higher than generic messages. This statistic highlights that when businesses send targeted and personalised mobile messages to specific segments of consumers, it is more likely that those messages will be opened and engaged with, which can lead to higher conversion rates and increased sales.

Greater Convenience

Mobile marketing also provides consumers with greater convenience when it comes to making purchasing decisions. With the ability to make purchases through mobile apps and mobile-optimised websites, consumers can now shop anytime, anywhere. This has led to a significant increase in mobile commerce, with mobile-commerce sales expected to reach $3.56 trillion by 2023. Businesses can target and personalise their messages to specific segments of consumers, which can lead to higher engagement rates and conversion rates, increasing mobile-commerce sales.

Increased Social Influence

Mobile marketing has also led to an increase in social influence on consumer behaviour. With the rise of social media, consumers are now more likely to trust the opinions and recommendations of their friends and family over traditional advertising. This has led to an increase in social media marketing and influencer marketing, as businesses look to leverage the power of social networks to reach consumers. According to a study by Nielsen, 92% of consumers trust recommendations from friends and family over traditional advertising. This highlights the importance of businesses to focus on building a strong reputation and encouraging word-of-mouth recommendations to reach a wider audience.

Greater Access to Information

Mobile marketing has also provided consumers with greater access to information about products and services. With the ability to access product reviews and comparisons through mobile apps and websites, consumers can now make more informed purchasing decisions. This increased access to information has also led to a rise in mobile search, with Google reporting that over half of all online searches are now conducted on mobile devices.

This highlights the importance of businesses to focus on optimising their website and online content for mobile devices to ensure that they can be easily accessed and used by mobile users.

Increased Engagement

Mobile marketing has also led to an increase in consumer engagement. With the ability to interact with consumers through mobile apps, social media, and messaging platforms, businesses can now build deeper relationships with consumers. This increased engagement has led to higher customer retention and loyalty rates. According to a study by Accenture, consumers who engage with brands through mobile are 4 times more likely to be loyal to those brands. This can lead to consumers feeling more connected to the brand and more likely to choose it over competitors. Therefore, mobile marketing is important for businesses to focus on engaging with consumers through mobile devices to increase brand loyalty.

Mobile marketing has had a significant impact on consumer behaviour and with its major impact, businesses should focus on engaging with consumers through mobile devices to increase brand loyalty and drive sales.