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How to utilize behavioral science to enhance mobile marketing

by | Sep 11, 2023 | Marketing, Public Relations

To say that mobile gadgets have changed the world would be an understatement. It stands to reason that throughout history, the most popular technologies have been those that facilitate human interaction and communication. We rely heavily on our portable and mobile devices today and would struggle to get through the day without them. The ability to utilize mobile devices on the go, which we frequently do, is a major divergence between our online habits while using a laptop and when using a mobile device.

When buyers don’t have much time to make a purchase (which is often the case while using a mobile device), they narrow in on a few essential features. What exactly does this imply for mobile advertising campaigns? Well, there is a certain, widely-observed pattern of mobile behavior that revolves around acting quickly under duress. As a result, the well-established phenomena in the social sciences regarding time constraints lend considerable insight into mobile behavior. Marketers that want to contact us and influence us in these situations must keep this in mind.

How to utilize behavioral science to enhance mobile marketing

Photo by Maxim Ilyahov on Unsplash

Google’s term for these quick mobile interactions is “micro-moments,” and they’re fascinating to think about from a social science point of view. In these cases, we often have to make decisions while juggling many tasks, searching for an item, or gathering knowledge to alter the immediate environment. In order to better understand and identify mobile consumer behaviors, we can divide them into two broad categories:

  • Someone who is browsing on their phone but is not pressed for time can easily switch back and forth between various possibilities, weighing the pros and disadvantages of each as they go.

Or they’re…

  • relying on mobile devices when on the go and experiencing the “narrowing effect” as a result of feeling rushed, in which the person browsing focuses on only the most pertinent information in order to meet their predetermined goals.

Keep these considerations in mind as we look at how to utilize behavioral science to enhance mobile marketing…

Typical buyer behavior is the roadmap to winning mobile marketing

How to utilize behavioral science to enhance mobile marketing

Photo by Austin Distel on Unsplash

Today’s successful marketers must consider their customers’ physical location, the type of gadget they’re using, and their expected state of mind at each stage of the buying process. Mobile marketers need to take time constraints into account when designing their campaigns. Since time constraints tend to narrow the focus of the consumer, the marketer has only a small period to grab their attention and direct their choices, and this is especially true when it comes to decisions made on mobile devices while on the go. When people are pressed for time, they tend to narrow their attention, making it less likely that they would weigh all of their options or examine all of the features of a given product. 

It is important for mobile marketers to keep this in mind and work towards educating consumers on how to identify and prioritize their most important criteria when making decisions. With more and more people using mobile devices, it’s crucial to stand out by providing a straightforward service. That’s why it’s so important for businesses to put money into creating their brands and then to have their products and services readily available when customers are ready to buy.

Understanding time pressure in the user experience

One form of stress is that of time pressure, which occurs when we have more things to do than time to get them done. As a coping mechanism, the narrowing effect occurs when we focus intently on one thing while blocking out distractions. Customers under time constraints are more easily distracted, giving marketers only a small window of opportunity to influence their decisions.

Don’t restrict to mobile-only, but think mobile-first

How to utilize behavioral science to enhance mobile marketing

Photo by Firmbee on Unsplash

The structure of our days have also been altered by mobile technology. Consumers use several electronic devices throughout the day: computers at work, tablets at home for relaxation, and mobile phones at all hours of the day and night, including when sleeping, eating, and commuting. Customers expect seamless mobile experiences, and it’s important to track when and how various customer segments engage with your products and services. Keep your desktop site up and running, but make mobile your first priority. If you can provide excellent service to those customers just when they need it and on the device they happen to be using, you will win them over. If you don’t, they’ll go elsewhere. 

Google found that *53 percent of potential buyers will abandon their cast if the mobile site takes more than 3 seconds to load, and on a more positive note but 79 percent of shoppers will revisit your mobile site and also share it with friends and family is it is easy to use and they could easily complete the process they wanted.”

Decision-making info is critical

To expand on the previous, not only must it feel like a wonderful mobile experience, but a consumer must be able to quickly locate the information they require to make a choice. When looking for a company, product, or service, there are probably only one or two main goals they already have in mind. Any and all of the following are examples of possible uses for a company’s mobile app: viewing the menu, scheduling an appointment, contacting the company through phone or chat, learning more about the company’s product or service via downloadable content or videos, getting driving directions, etc. 

Although there may just be a handful of primary tasks a mobile customer might want to accomplish when dealing with your company, the breadth of possible solutions is enormous. First and foremost, a company needs an enhanced search experience that attracts customers to their online establishments. Search engine optimization, search engine marketing, and local search are just as important as the structure and organization of your own website’s content. You’ll also need a site where the most important contact details are immediately apparent.

An unreliable, ineffective mobile site experience after a customer has gone to the work of finding you is a terrible way to lose their business. In order to save yourself time, effort, and money in the long run, it’s important to spend some time up front learning about the many tools available for managing your mobile presence and making these an integral part of your whole e-commerce sales funnel process.

Stuart Cooke
Stuart Cooke is the founder of Levity Digital. They are a specialist SEO agency that helps businesses improve their organic visibility.

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