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02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

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13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Mobility in Consumer Purchase Lifecycle

Posted on: 04 April '13

Mobile marketing is all about engaging consumers using their mobile device. The consumers can be engaged at multiple points during the purchase lifecycle. This article lists out some of the effective marketing campaigns for engaging consumers at a particular phase in the purchase lifecycle.

The article presents our findings on what marketing campaigns are best suited for a particular phase in the consumer purchase lifecycle.

Mobile in Consumer Purchase Lifecycle

Mobile Marketing

Mobile Marketing

 

 

 

Awareness Phase
Push based alerts, mobile search and banner ads are the effective campaigns for increasing brand or product awareness because of their reach.

Consideration Phase
QR code based marketing and video based marketing are effective in the consideration phase. QR code based marketing can direct the consumer to a mobile website or blogs with product benefits. Video based marketing can use the video to show the differentiation factors of the product. Both these campaigns can also be used to deliver coupons for those considering the purchase.

Purchase Phase
Location based marketing is effective in the purchase phase. The marketers can run a location based marketing campaign to drive in-store traffic by delivering news about the promotions, events, discounts or coupons.

Support Phase
In-app based marketing and video based marketing are effective in the support phase. The marketers can send information to support the usage of product or support the consumer through in-app messages or through a video.

Loyalty Phase
Push based alerts and in-app based marketing are effective in the loyalty phase. Consumers should be rewarded for repeat purchases by using a loyalty card on a mobile through SMS or in-app messages.

Advocacy Phase
QR code based marketing is effective in the advocacy phase. The marketers can compel the consumers to share their product experiences with their friends by scanning QR codes specifically meant for sharing. The consumers must be driven to share their experiences on social media and should be incentivized for doing so.

These findings are based on our research and experience with clients from across domains and their mobile marketing success. Please feel free to share your thoughts on the article.

Chandan Kumar Jilukara

Chandan Kumar Jilukara is a consultant with Digital Business and consulting group. He focuses on digital business, leveraging mobile to build strategic solutions and models to improve customer engagement and ROI on marketing. He has a deep understanding in business verticals such as CPG and Retail. His other professional interests include areas of social media and big data. Chandan holds a post graduate diploma in management (PGDM) from IIM Bangalore, India and B.E. (Hons.) degree in Electrical and Electronics from BITS-Pilani, India. Chandan is known for his passion for travelling and motor biking.