Chapter 14 & 15

We’re in the home stretch! The final two chapters of the textbook covered a lot of more basic marketing ideas, such as the marketing mix, which is the basis for almost everything in marketing. Understanding the marketing mix will help ensure success in marketing campaigns and businesses as a whole. I thought the book did a great job of explaining its important, but I wanted to expand on it a little further.

Marketing Mix

It feels as though everything in marketing can be traced back to the four basic building blocks of the marketing mix: product, place, promotion, and price. It’s how a company positions its product, it’s what a company is selling, it’s how they’re selling it, it’s everything. The Economic Times provides a great definition of the marketing mix that provides an explanation as to what the marketing mix is at its core, and how it’s grown. They describe the marketing mix as a set of actions, or tactics, used by a company to promote either its brand or product in the market using the aforementioned “four P’s”. The Economic Times also describes how the marketing mix has grown over the years to now often include several other P’s that include packaging, positioning, people, and politics into the mix. Let’s break down those main four P’s though, shall we?

Image result for marketing mix
The four original elements of the marketing mix
  • Price
    • Refers to the value that a company places on their brand or product. The item that is sold for the most isn’t necessarily the most expensive to make, and it’s all about understanding how much consumers are willing to pay for a product, and the type of consumers the company wants to buy their product. Price can communicate to the consumer the perceived luxury or exclusivity of a product, the demand, or the availability. Pricing is often determined by a multitude of factors, but it is important to understand that when choosing a price for a product, the targeted segments have to be willing to pay that price for the product.
  • Promotion
    • Refers to how a company chooses to get their product in-front of consumers in an advertising sense. Promotion is the actions taken by the company to ensure that their product is known about and understood by the targeted segments. This can be achieved through any number of advertising mediums including television, social media, or outdoor just to name a few. Along with advertising, promotion is the steps a company can take to convince consumers to buy their product. For some, coupons are an effective way to get consumers to try not only their product, but their brand as a whole by offering some form of discount on their initial purchase. Other forms of promotion include word of mouth, incentives for consumers, or commissions paid to salespeople. It is important for these promotions to mirror approach used in the other three sections of the marketing mix in order to create a congruent identity for the product.
  • Place
    • Refers to the location (both physical or digital) that a product can be found and purchased by a consumer. Companies can choose to make their products available exclusively on their website, through other online retailers, in select brick and mortar stores, or in as many places as possible based factors such as exclusivity, demand, segment, or deals made with retailers to only be sold in their stores, which some retailers will pay a premium for.
  • Product
    • Refers to the actual item or service that is being sold. What is the product? What is its function? Who would buy this product? Why would people want it? Product is the basis for all the other elements of the marketing mix. To understand the other three, it is important to understand what the value of the item is that is being sold, what kind of people buy it, and what is its quality relative to its competitors. If the product does not deliver a minimum level of satisfaction to the consumer based on how it is positioned in the marketing mix, consumers won’t respond positively.
Image result for marketing mix
Over time the marketing mix has evolved, and many now refer to it as the “7 P’s”

Medium also did a great job at explaining why the marketing mix is vital to any company trying to figure out how to market their good or service. They explain that the marketing mix is more than just comparing your product to that of your competitors. The marketing mix is about understanding the realistic value of your product, how to convey that to consumers, and how to target the correct consumers for your goal.

“Marketing is an approach of numerous processes included in commuting the goods and services from the fabricator or manufacturer to the immediate customer. It confides constructing the concept of goods and services analyzing the related customer, advertising it and distributing them to all the channels of selling.” -Stefan Scott, Medium

https://medium.com/@stefanscott3/marketing-importance-of-marketing-mix-7ps-8a5463fd070d

The marketing mix is an aspect of marketing that has stood the test of time and that continues to evolve as the industry does. Understanding how to reach consumers is vital in any business, and the marketing mix is a great place to start when it comes to trying to figure that out.

Chapter 14 & 15

Looking to the Future

What did people think technology would look like 20 years ago? Probably not quite what we have today. Back then dreams of hover-boards and wearable technology may have been closer to what was fantasized in the 90s. What we got, however, was a world that allows us to be constantly connected to one another, a world that is moving closer and closer to commercial self-driving vehicles, and a world where marketers have more opportunities than ever to get their product out in-front of the masses. Sure, technology today may not be quite like what we dreamed of 20 years ago, and it’s doubtful that 20 years from now it will be where we imagine it now. With all that being said, however, I believe that there will only be more and more ways for marketers to reach consumers through technology.

Smart Homes

Image result for smart home

This may be one of the few ideas from 20 years ago that actually came true. Not quite in the way that The Jetsons back in the 60s or The Simpsons in one of their many “Treehouse of Horrors” specials, but smart homes do exist in the form of Amazon’s Echo or a Google Home. This is technology I only expect to grow within the next 20 years, as their current iterations are becoming more and more common in American households. I also believe that marketing through these products will evolve along with it. I expect Amazon to adopt suggesting promoted items to consumers when they ask Alexa to order them laundry detergent or any other household item. According to securitysales.com the forecast of growth for all smart home devices (including security, lighting, speakers, entertainment, etc.) is 31% annually, with speaker systems like Amazon Echo predicted to show the largest growth over the next five years. This growth opens up a whole new world of possibilities for marketers looking to reach consumers in their home. As exciting as the prospect of marketing through smart homes is, however, it is important to understand the privacy concerns that many consumers have, and to be respectful of consumer boundaries when it comes to be marketing inside the home. This makes smart home marketing something that I expect to grow exponentially and be abused within the next 20 years.

Artificial Intelligence

Image result for artificial intelligence

Robots are the way of the future, and there’s not to be done in avoiding it. Artificial intelligence has already grown leaps and bounds from its initial inceptions decades ago, and in the coming decades, it will only continue to improve. According to a Business Insider article from 2014, technology will advance so much by the year 2040, the progress and growth made over the past 20 years will “pale” in comparison. While the article is already almost five years old, a lot of its predictions have already started to ring true, and that is most evident in the way it discusses the topic of artificial intelligence and the advancement of robotic technology. Artificial intelligence is a huge reason for this prediction. It is expected by 2040 that robots will be doing much more for us than building cars or vacuuming our carpets. With advancements in artificial intelligence, it is safe to say that soon robots will be making human-like decisions for us. These advancements, if used correctly, could be huge for the marketing industry. Artificial intelligence already plays a key role in the processing of big data in marketing analytics, but as it continues to advance, its ability to sort and make sense of the ever-growing amount of data that can be accumulated from consumers will become more efficient and more helpful. An important player in robotic advancements will also be 3D printers. As they become more accessible and easier to use for the average consumer, not only will they become their own industry, but it will open the doors to be used in so many other industries, marketing included. With these advancements it is important to understand as a marketer that other industries will change because of technological advances as well. Just as marketing evolves due to advancements in technology, so does almost every other industry. This is why it’s important to understand how these changes effect members of these industries and segments, and how to continue to communicate with consumers in these segments as best as possible.

“In 20 years from now we’ll look back and say, ‘Well, nothing really happened in the last 20 years.'” -Kevin Kelly, Wired

https://www.businessinsider.com/the-future-of-technology-will-pale-the-previous-20-years-2014-6

These are just a couple of examples of the way technology will change and advance in our day to day lives over the next 20 years. New ways of communicating with consumers will crop up, and some more traditional ways may fade away. It’s important for marketers to understand how to continue to maintain effective channels of communication with segments as the world around us changes.

Looking to the Future

Mobile Marketing and Ethics

Chapters six in the textbook discusses the mobile marketing experience in the modern world. Chapter seven discusses the development of the mobile marketing landscape, and how that landscape differs from country to country.

Chapter Six

Chapter six begins by spelling out the players of the mobile marketing world. Those include the following:

  • People: The consumer or prospects that represent the average person who consumers online content (news, social media, search results, games, videos, etc.)
  • Buyers: Two types of companies that buy marketing services
    • Marketers – the advertisers and agencies that are looking to gain exposure for their product, company, or enterprise and what they offer. Marketers are the ones paying for advertising.
    • Agencies – the companies that represent marketers and whose goal is to assist in all areas of the mobile marketing process, which includes strategy, planning, creative, measurements, and analytics
  • Sellers: Companies that represent media and digital channels responsible for distributing advertisements. They are broken down into three categories: publishers, networks, and exchanges.
    • Publishers – companies that own property such as websites, apps, social media sites, etc. that attract any given audience. There are thousands upon thousands of publishers, ranging in size from giants like ESPN, to smaller niche publishers such as your local newspaper’s website.
    • Networks – the enterprises that connect advertisers to relevant publishers. They are in charge of the aggregation process and combine both advertising inventory with placement within the space where media is purchased.
    • Exchanges – companies in charge of aggregating publishing networks. Exchanges come in various sizes and types, and automate the placement of mobile advertising onto a publisher’s media properties. Exchanges take into account aspects such as geographical location, weather, target audience, and even specific person. An important term in exchanges is programmatic buying which can determine within a fraction of a second what that optimal ad placement is for a given media property.
  • Enablers: The technology firms that help power and provide the online experience of a website, add, or social media site.
  • Associates: Organizations, such as trade associations, whose job is to help stimulate growth and develop standards, policies, and consulting.

Chapter six also discusses the ethics of mobile marketing. Acting ethically is an essential part of marketing, as not many people feel comfortable doing business with a company that does not respect their consumer’s privacy and treat them as human beings.

Image result for mobile ethics

“Marketing is about values” -Steve Jobs

As marketers, it is out job to act as ethically as we can. The book used examples of times where companies had crossed the line in their attempt to reach consumers through their mobile devices. Those examples were Papa John’s and Victoria’s Secret. Both companies were accused of violating the TCPA (Telephone Consumer Protection Act). Papa John’s was accused of texting consumers who had not opted in to receiving messages from them, and Victoria’s Secret was accused of sending one customer 97 texts in a single day. These are both examples of when companies clearly crossed the

line in regards to mobile marketing.

Digital Marketing Magazinealso has a great article that details how marketing and ethics go hand in hand. They acknowledge the fact that it is important to acknowledge the difference between illegal activity and unethical activity. Just because you can do something, doesn’t mean you should. A brands success is built on consumer trust, and then the brand betrays the consumer, they are in no way giving the customer any reason to want to give them their business.

Chapter Seven

Chapter seven, among other things, dives into the differences between the mobile landscapes across different countries. The global marketplace remains and continues to grow at differing paces across the globe, and it’s important to have a grasp on what kind of relationship each given region has with the mobile landscape.

The textbook breaks down the traits that make each country and/or region unique, and here are just a few of those examples:

  • Asia: Japan and Korea, advanced infrastructure, and a sophisticated adaptation of mobile marketing. Because of the lack of competition between carriers, mobile has grown at an accelerated pace compared to desktop, differing from many western countries like America. Japanese characters also allow for more information to be displayed on small mobile screens, meaning less is lost in the mobile experience. Southeast Asia has incredibly high social network usage.
  • Africa: Kenya is an emerging playing in the mobile landscape, with mobile penetration at 88%. Despite a lower annual income, Kenya beats the US in mobile payments and mobile banking.
  • Germany: Provides consumers with the most protection of any country.
Figure 7.4.2

Designingit.comh does an excellent job of breaking down what makes a good mobile ad in Germany compared to the US. The US tends to take a more lighthearted, benefits focused approach, whereas Germany tends to stick to a more neutral toned statement of the facts. These differences highlight the cultural differences that extend even into the mobile landscape and mobile marketing. These are just a few of the topics covered in chapters six and seven.

Mobile Marketing and Ethics

Chapter 12 Glossary Terms

Another week, another collection of glossary terms that I’m taking a closer look at. Let’s jump right in, shall we?

Customer Lifetime Value

Customer lifetime value is the evaluation done by a company to determine how much a single customer is worth to them, based on their spending habits and loyalty. This is important for companies that want to grow and maintain a lasting relationship with their customers that nets them profit over time. The example used in the book was Netflix and their subscribers, and I believe this is a great example, as most Netflix users are constant, reoccurring subscribers. If someone was to pay the monthly Netflix rate, in just one year on their most basic pan, will net Netflix $108. That means every year that one customer brings in over $100 to Netflix, and that customer retention is very important to Netflix. Forbes does an excellent job of explaining the importance of customer lifetime value. They explain that lifetime value is the calculation of the amount of business a company can expect from each of their consumers. Obviously this isn’t foolproof, but it provides an excellent baseline for companies to grow from and learn more about their consumers.

Image result for customer lifetime value

Now how does one calculate customer lifetime value? Well, it seems as though that’s the difficult part for a lot of companies, as only 42% of companies claim to calculate customer lifetime value. This is because of the lack of integration within a lot of companies. I’ve personally worked for two large retailers, and right from the beginning both companies were insistent on getting customers to sign up for their loyalty programs, boasting that customers who did spent an average of X amount more than those who did not. Being able to pull that information, specifically with using loyalty programs that track purchases, makes calculating lifetime value easier, as it breaks down who bought what and how.

Brand Recall

Brand recall is something that every marketer is looking to create. It is the ability for a consumer to retrieve the brand from memory. If someone asks me to buy them ketchup from the store, where is my mine immediately going to go? Probably Heinz, as they have created great brand recall, positioning themselves with a clear message of what they provide, and gaining their exposure through means varying from asking Twitter users if they should make and sell “Mayochup” or paying for the naming rights to the stadium where the Pittsburgh Steelers play. It’s pretty easy to see why brand recall is so important, and that’s because if someone recognizes your brand, they are more likely to purchase it than one they have never seen/heard of before. Brand recall is especially important for brands who rely on habitual, low involvement purchases that don’t require much – if any – research prior to buying them.

Brand Recognition

On the flip side of brand recollection, brand recognition is the to confirm a prior exposure to the brand, and pick them out from the crowd. To build off the previous Heinz example, while brand recall is being able to think of Heinz when someone says ketchup, brand recognition is seeing their iconic glass ketchup bottle and immediately thinking “Heinz”. While brand recall is simply the consumer remembering the brand exists, brand recognition is distinguishing what is unique about the brand, and what creates the attachment. Brand recognition plays a roll in not only low involvement purchases, but high involvement purchases as well. Walking down the chip isle in the store and knowing you want Lay’s because you have a connection to the brand thanks to brand recognition is not too far off from going down to Best Buy and knowing you want to purchase the Apple laptop rather than the Lenovo one because the brand recognition that comes along with that famous logo.

Image result for brand recognition

Rollclick does a wonderful job of breaking down the impact of brand recognition, and explaining its impact. The example they use is Nike: how many people purchase a pair of Nike running shoes because that is the brand they are most aware of? Nike has a great reputation quality wise, they are worn by professional athletes around the world, and they are easily accessible at most major retailers. Therefore, Nike is able to rely on brand recognition for a lot of new purchases, as most people won’t be doing extensive research on what pair of running shoes they want to buy. Rollick also explains that brand recognition leads to brand trust which leads to brand equity. If someone buys their first pair of Nike’s on a whim because they’re aware of the brand and it’s following, what would stop them from buying Nike next time they need a new pair if they had a positive experience?

That’s because about about 59% of shoppers prefer to buy new products from brands that are familiar to them, which also creates a conversion, but builds a certain degree of brand trust. -Jordan Stokes, Rollick

https://gorollick.com/articles/press-release/the-importance-of-brand-recognition-in-the-consumer-purchase-decision/

These are just a few of the terms that I really wanted to talk about this week, as I felt they were terms that are integral to all aspects of marketing.

Chapter 12 Glossary Terms

Chapters 9 & 10 Terms

Another week, another collection of glossary words that I’ve chosen to take a closer look at! I love making these blog posts because it allows me to take a closer look at some terms that I may have otherwise missed reading through the chapter my first time around, or those I believe deserve a little extra attention.

Chapter 9

Geofencing

Everyone knows about Snapchat filters. Whether we’re talking about the ones that put fun little animations or cartoons on your face, or the ones that you swipe through when trying to perfect that snap you’re posting on your story, Snapchat filters are an integral part of the experience. These filters are also a great example of geofencing in action. Geofencing is a virtual boundary, set up most commonly by mobile app developers, that uses the consumers location of offer a more tailored or relevant experience while using their product. A geofence is why when you go to a Packer game, you have to option to put a selection of Packers and Lambeau themed filters on your Snapchat photo.

Image result for geofencing

There are uses geofencing beyond the aforementioned fun filters, such as purchasing targeted mobile ads within a defined geographical location. Someone on the west side of Green Bay might not be interested in a restaurant in Bellevue. Maybe a coffee shop near the UWGB campus decides they want to target just the campus and it’s surrounding areas with their mobile ads.

“Geofencing offers a world of possibilities for mobile users, from interactive shopping lists (and reminders to pick up milk) to home security systems, garage door openers, automatic coffee pots, limited-time offers for your favorite restaurant, or a suggestion for a new restaurant you haven’t tried before. For marketers, the focus is on push notifications and mobile advertisements that can be tied to a business location.” -Salesforce

https://www.salesforce.com/products/marketing-cloud/best-practices/geofencing-marketing/#

Chapter 10

Artificial Intelligence

What’s the first thing that comes to mind when someone says artificial intelligence? It’s probably something like Amazon’s Alexa, Apple’s Siri, or maybe even Tesla’s self-driving car. While those are excellent examples of artificial intelligence’s practical uses within the home, AI is so much more complicated and is much more prevalent in people’s lives than they may realize. Artificial intelligence (or AI for short) is computer software created to learn and adapt in an effort to react and make decisions like humans.

AI is much more complex than the average consumer realizes, as it is integrated in a lot of levels of the production, distribution, and marketing of the products and services they consume on a daily basis. Artificial intelligence is extremely prevalent in marketing, as it allows marketers to sift and make sense of big data, create smarter ads based on AI’s ability to determine and organize effective keywords, and AI’s continued learned makes it an ever evolving tool for marketers. Emarsys does a wonderful job of explaining the role of artificial intelligence within the marketing world, detailing the benefits of AI within marketing, and how AI can assist marketers in sifting through and making sense of the insane amounts of data available at their fingertips in the modern age.

Deep Learning

Now that we’ve established what artificial intelligence is, and why it’s an important tool for marketers today, it’s important to have an understanding for how it works. This process is called deep learning, and it’s the way in which the software is able to process and use information gathered to learn, modeled on the neural networking of the human brain. By modeling this process after the neural networking of the human brain, deep leaning allows artificial intelligence software to make more intelligent decisions each and every time, thanks to the information they gain from their last decision, much like me or you. medium.com explains the difference of deep learning from it’s counterparts. Deep learning is also different from machine learning or standard AI that was introduced decades ago. While both machine learning and deep learning fall under artificial intelligence, they are different in the sense that while deep learning contains elements of machine learning, machine learning contains none of the unique elements of deep learning; both differ greatly from the artificial intelligence that was introduced all those years ago.

With all that established: why is it important? Well, we all know that the world around us is ever-changing, and naturally with that, we must adjust the way we connect with our consumers. The goal of deep learning is to create software and artificial intelligence that learns with us, in the same way that we do. The ability to have programs that learn, rather than become obsolete assists in the congruity of a marketing message, and deep learning is a vital part of the evolving artificial intelligence landscape.

These were just a few of the terms that really stuck out to me as ideas and concepts that were vital to the overall themes of the chapters.

Chapters 9 & 10 Terms

A Take On Trends

In regards to the article titled “6 Trends That Will Shape Mobile Marketing in 2019”, there are a lot of elements that I agree with, from mobile video, to voice tech, to influencers, I feel as though the article really hits the nail on the head when it comes to 2019’s “biggest trends”

Mobile Video

Video has and will continue to be an incredible force in the world of internet content, and streaming that video through mobile devices will only grow as more social media apps and sites shift their focus to mobile browsing. The article itself mentions Facebook Watch and IGTV, and these are great examples. Other fantastic examples of video marketing opportunities come from Snapchat as well as the OG of online video content, YouTube. Traditional media has made a habit of vilifying companies who place their ads on YouTube, but it’s really not much more than a scare tactic. There are ways to choose where your ads will appear on YouTube, whether that’s purchasing ad space directly through a channel, an MCN, or buying directly from Google, which really has no difference than paying for promotional tweets on Twitter (not being able to choose the content that your ad plays on/near).

Voice Tech

This trend is one I would advise a bit more caution towards, as voice tech is still an incredibly new industry, and the marketing penetration has been relatively slim. People purchase these products for a functional purpose, and the introduction of more and more advertising within the device could put off many users. Marketing through voice tech would also require the marketer to go through the product’s manufacture, whether that’s Google, Amazon, or Apple, among others. Perhaps Alexa could recommend a promoted related item when someone asks her to order a specific product, giving the consumer the option to purchase their tried and true, or try something new based on Alexa’s recommendation. 

It is important to proceed with caution, however, because voice tech is still in its infancy, and it’s important not to stunt its growth by introducing a plethora of ads to throw at the users face. An example of a company missing the mark when trying to penetrate the voice tech market was a Burger King ad from 2017 where the “employee” in the ad said “OK Google” followed by a question regarding the sandwich the company was promoting, in order to trigger consumer’s devices and have them preform a search on the Whopper. This angered not only consumers, who saw it as a huge invasion of privacy, but also Google, who did not approve of Burger King using their device to advertise to consumers without their permission or consent.

“Most people don’t trust advertising, and having advertisers continually listen to what happens in our homes is scary,” -Bob Gilbreath, Ahalogy

On Burger King’s “OK Google” ad

Influencers

 I think at this point the word “influencer” is a dirty word. You’ve got a plethora of older folks lambasting the youth on their aspirations of being “social media famous”. The truth is, however, that being an influencer is a full time job whether some people want to hear that or not. Being able to create a fanbase that will listen to your recommendations, support your endeavors, and happily view your content is more difficult that it looks. Many of these “influencers” have the influence that they do, have it for one of two reasons: they’re relatable or aspirational. It’s important for a marketer to understand what their product is trying to achieve when using influencers to promote their product. Sugar Bear Hair regularly partners with the Kardashian/Jenners because people want to be like them, and therefore are willing to purchase the products that they promote in an attempt to have the same shiny flowing locks. Whether or not the Kardashian/Jenners actually swear by these supplements is not something their fans care to question. On the other hand, brands like Dove or Olay may choose to partner with smaller influencers who are seen as more “relatable” figures in order to promote their products as practical and attainable. Influencer marketing doesn’t have to be as expensive as it’s hyped up to be. Not every influencer demands the hundreds of thousands of dollars per post that the top tier of influencers (like the Kardashians) pull. Knowing your goal and your audience is just as important in influencer marketing as it is in any other marketing strategy.

Overall, I agreed with pretty much the entire article, and I felt like it provided excellent insight on each of these trends as to why they’re ones to look out for. These were just a few of the points that personally piqued my interest, and that I felt like either had great potential, or potential to easily be botched.

A Take On Trends

What Does A Mobile Purchase Mean to You?

I’ve realized over the years that the way I shop on my phone is entirely different than the way I shop on my computer. While both are convenient in their own right, the ways in which I use them on a day to day basis differ greatly.

Image result for mobile purchases

When it comes to mobile purchases, mine basically fall into two categories: paying for an in-person product, or the more typical “online purchase”. I pay for products using my phone quite often, whether that’s using my Starbucks app to pay for my coffee before work, or using Apple Pay when I stop at the grocery store for a few items, these types of transactions are very common for me. They have also greatly effected the frequency in which I make these kinds of purchases. For example, I’ve had a Starbucks rewards account for years, but never used it consistently until recently. Since I’ve started reloading Starbucks cards through the app to pay for my drinks and earn rewards. I’ve definitely made more Starbucks purchases, and put an average of maybe $30 on my app a month, which is in stark contrast to the amount I was spending at Starbucks before, stopping there maybe a few times a month on my own dime. Apple Pay has effected my other transactions because I no longer need to carry my debit card everywhere. If I am out somewhere with my mom, for example, and I didn’t bring my wallet, I can still purchase something on my card.

The other category of mobile purchases I make are the typical online purchases. For me, these are uncommon, as I prefer to shop on my computer when I’m making more hedonic purchases. For me, mobile purchases tends to trend on the utilitarian side. For example, I purchase from Amazon fairly frequently compared to other online retailers, and my last mobile purchase from Amazon was over a year ago for razors that I had forgotten to purchase before driving up north to stay at my family’s cabin. Another purchase that comes to mind was purchasing a makeup product that had just been restocked, and that I expected to quickly be out of stock again. While that purchase was definitely a hedonic purchase, opting to use my phone rather than a computer was for utilitarian purposes.

I believe I tend to shop this way because I’m a very “busy” shopper. I do research on a lot of items before I purchase, and I always have multiple tabs open for the same website. This causes me to find shopping through my computer more appealing, as it’s easier to switch tabs, have a YouTube review playing in the background, etc. To expand on this, I also dislike having to type out my shipping or payment information over my phone. This is why my mobile purchases tend to be through sites like Amazon, that already have my shipping and payment information stored for me. It’s not a major problem, the difference in time between the two is maybe a couple minutes, but when I’m entering a substantial amount of information that I then want to verify before placing my order, I find my computer to be more practical.

I don’t believe I’m alone in feeling this way, and I believe some of my aversion to mobile shopping is my dislike for mobile websites and their interfaces and the difficulty I will sometimes have completing a transaction. This is why mobile app/website design is something that is so crucial to me as a consumer, because it will directly influence my decision to make a purchase. In fact, according to OuterBox, 40% of mobile customers will go to a competitor after having a bad mobile shopping experience, and 84% of consumers say they have had difficulty completing a mobile transaction before. That right there is evidence of the impact that a company’s mobile site or app can have bringing in and maintaining consumer loyalty.

Mobile e-Commerce trends infographic and statistics

The American Marketing Association also seems to bring some validity to the way I experience mobile shopping: as a tool to browse rather than purchase. According to their article, AMA assessed that mobile conversion rates are low, and that a brand’s multi-platform congruency is more crucial to online purchasing, meaning I can browse on my phone, and complete my purchase on my laptop.

“Our findings show that conversion rates are higher when consumers start on a mobile device and end on a less mobile device, such as a desktop or laptop computer, versus when purchase paths start on a less mobile device.”

-Evert de Haan, P.K. Kannan, Peter C. Verhoef and Thorsten Wiesel, American Marketing Association

Online shopping is certainly still the way of the future, but a brand’s ability to drive that conversion, whether it’s mobile start to finish, mobile to computer, or computer start to finish is what will set them apart from competitors. My experience is not unique, and for now, I still continue to see mobile purchases as acceptable for necessary purchases, rather than an experience I crave to experience again and again.

What Does A Mobile Purchase Mean to You?