Is mobile marketing to blame for too much choice?
How many times as consumers have you been overwhelmed with the amount of information out there? and how many times have you clicked on a website, a video or even an online store and become dissatisfied in the first 30 seconds and clicked to the next one?
In this digital age we are currently living, we are inundated with thousands of pieces of information EVERY. SINGLE. DAY. Most of that information comes from our mobile devices and from brands who mobile market. The idea behind mobile marketing in the ease and convenience of being on your phone and using one device to perform a multitude of tasks. Including, apps, social media, search engines and eCommerce retailing.
Our world is becoming increasingly busy and our lives are becoming overwhelming and the simplicity of only having one mobile device, instead of a laptop, iPad and desktop computer is something that mobile marketers have capitalised on.
“UBIQUITOUS NETWORK”
– Mark D Weiser (1991)
Mark Weiser, a scientist of Xerox PARC invented the ubiquitous network, which describes a network of not one single device but a combination.
Therefore, a mobile device is any tool that allows access to a ubiquitous network beyond one access line. The main idea of this is the transition from one device to another and the fact being that we are always connected despite the change over from device to device.
As an example, I rarely watch TV but I do enjoy watching Netflix or Stan shows a few times per week. Personally, if I am watching something with advertisements it will switch back and forth between my phone and the screen I am intended to be watching. I know many people can relate to this as I feel like we are always connected through a device and switching between two or more at one time.
When I am doing an assignment, every now and again I will take a ‘break’ and check my phone for a couple of minutes.. or half an hour.. The fact is, I am still connected no matter the device but switching my focus between two and in theory it sounds like ridiculous concept.
Knowing your consumers
How mobile marketing is assisting brand purchasing
The figure above demonstrates how marketers can utilise mobile devices to engage and create awareness about purchase decisions.
Research demonstrates that 1 in 3 mobile users make purchase decisions from brands that were not their first choice, and the reasoning is because:
“They provided information when it was needed“
– Helen Veyna, 2018
KNOWING your consumer base is one of the most important aspects to marketing, and through mobile marketing it can be achieved by repeated exposure to a brand through ads, cookies and sponsored posts daily. The information will always be there for the consumer and will be used in their purchase decision.
While many in the society long for simplicity in their lives, it appears that many consumers are becoming increasingly exposed by a tyranny of information which ultimately sways their purchase decision. Mobile marketing is a powerful technique that has ultimately changed the way in which consumers interact with brands and with others in society.
The idea of ‘too much choice’ can be discussed as a way that the digitisation as we know it has changed and maybe we will always be connected.
Digital Marketing 
Awesome blog post this week! I couldn’t agree more, we are exposed to so many devices and we are always using them to the point where it creates strong connections
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I completely agree! I can definitely late how you would switch from device to device using the same apps. I would often use apps such as Netflix on my computer in my room and switch to my phone when I move to the kitchen or when I need to do chores.
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