Customize for Prospects Who Use Smartphones

When shopping online via their personal smartphone rather than their personal computer, people are more likely to select options they perceive as fitting their distinctive characteristics and less likely to select options described as the most popular choice. City University of Hong Kong and University of Florida researchers observed this when asking study participant to choose among lifestyle products, chocolate truffles, wine, or even charitable contributions.
     The researchers explain the effect using evidence that, compared to the owner’s personal computer, the smartphone they own feels more personal and private, so using it directs more attention to the distinctive aspects of the self. We hold the smartphone close as we talk into it or type words and symbols. We don’t do that with a PC. When using a smartphone, we narrow our attention and experience a sense of privacy. Consistent with this explanation, the distinctive-preference effect was weaker or disappeared if the smartphone used by the consumer in the studies belonged to somebody else.
     An implication for retailers and fund raisers is for you to encourage marketing prospects to choose by using their personal smartphone and then for you to highlight the fit between what you know of the prospect’s distinctive characteristics and the option you prefer they select.
     Personalization appeal applies not only to a marketed item, but also to payment. For example, the tariffs offered to a smartphone user might be flat fee for unlimited usage with a label of “Worry-free,” for others pay-per-use with a label of “You’re in control,” and for still others a barebones plus add-on options with a label of “Getting started.”
     A corresponding difference between smartphone and larger computer device is seen when collecting marketing information rather than presenting marketing statements. Social media posts, product and service reviews, and open-ended responses to survey questions all show extra candor on the smartphone.
     One University of Pennsylvania study analyzed tweets which, by a tag on the item, could be identified as coming either from a smartphone or from a personal computer. The linguistic markers of self-disclosure included expression of strong emotions, references to family and friends, use of the first-person pronouns “I” and “me,” and self-focused storytelling. Additional studies analyzed TripAdvisor reviews and responses to survey requests for potentially embarrassing information. In all these, content entered via smartphone showed greater self-disclosure than did content entered via a personal computer.

Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.

Click for more…

Wise Up by Tapping Smartphones 

Navigate Shoppers Toward Distinctiveness 

Drive Personalization by Fostering Narcissism 

Offer Service Pricing to Fit Idiosyncrasies