ANALYSIS OF THE IMPACT OF MOBILE TECHNOLOGIES ON MARKETING INTERACTION WITH CUSTOMERS
Abstract
Given the development of mobile technologies, the article is devoted to topical issues of changes in interactions between businesses and customers. The interest in studying this topic arose due to consumers’ and marketing professionals’ ambiguous attitudes toward mobile marketing. The ambiguity of attitudes towards the means and tools of digital interaction between consumers and providers of goods and services is also a motivating factor. The article analyses and systematises the main facts revealed in updating marketing strategies about an individually oriented approach that can be created based on the analysis of mobile consumer communications. Consumers’ reaction to the creation and application of new mobile marketing methods and personalised communications using individual data provided voluntarily by the consumer is studied. Innovative approaches to using psychological features of consumer behaviour for forming individual marketing strategies are proposed. According to the results of the study, in which customers of three companies participated, each of which has a rating of more than 50% according to Google Trends, it was found that for 73% of customers, the information presented in mobile applications is convenient, for 71% of respondents mobile marketing tools influence consumer choice, 69% of respondents study the information presented in the means of digital interaction before making decisions on major purchases. However, when examining the density of the digital stream, it was found that for only 38% of respondents, the amount of marketing information received was satisfactory, suggesting a need to rethink the approach to information density. Most respondents (92%) noted the objective perspective of mobile marketing, indicating the need to analyse its impact on customer interaction systematically. Based on the study’s results, it was suggested that when forming the following concepts of mobile applications, customers should be allowed to choose the appearance of the interface and the priorities in the information provided to each customer.
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