It’s great when you read two different articles on consecutive days that appear to contradict one another, as was the case today when I saw this article on MobileMarketer.com about a study suggesting marketers develop mobile plans around impulse purchases more so than considered ones. This quote brought home the point:
“For mobile marketers, focusing on marketing for impulse purchases would be a better hook than a considered purchase,” she said. “Offers that have an instant impact appear to resonate with smartphone owners.”
Yesterday I blogged about an article on DM News, featuring an interview with a retail executive who strongly suggested that considered purchases be the focus of mobile efforts within the retail and other sectors:
“…every purchase is now a considered purchase. Across all economic strata, people are far more conscious of what they’re buying.”
While this makes for great blogging material, for marketers the situation is less good. What marketers need is not contradictory or confusing directions from supposed experts, instead they crave proven prescriptions for using mobile to achieve their goals, be it increased sales, customer loyalty, or brand affinity.
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