Analysis:MobileInternetimpactonconsumerdecisionmaking?Ayearago,wealsobelievethatthemobileInternetispartoftheInternet.AftermorethanayearofdevelopmentcanconfirmisthatthemobileInternetistheInternetanytime,anywhereconnectivitydirection.IntheabsenceofthemobileInternetera,consumers’decision-makingisthis:XiaoMingboredturnontheTV,theTVkeptplayingthead:amysteriousregionfromthecoffeebeansareattractedXiaoMingafterafewdaysofthiscontentXiaoMingtothesupermarkettobuythings,justtoseethemanycoffeenewinpromotions,butXiaoMingdidnotunderstandthesenewproducts,XiaoMingrememberedafewdaystoseeformerad,butfoundthatsupermarketsdonothavethisproduct,andfinally,XiaoMinghadpickedbeforeChangbuythekindofcoffee.InthemobileInternetera,consumers’decisionsmaybethis:toseethebeansonanyscreenadvertising,ifthereisinterest,themobilephonecansearchdirectly1intothecoffeeproducts,purchaseorders,andtheniswait.Itmaybethis:XiaoMingseemanynewproductsinthepromotionofcoffeeinsupermarkets,aftersmallbrightpictureswithmobileInternetsearchtoquicklyfinddetailedinformationonthesenewproducts,otherpeople’scomments,justtoseeafriendjustinsocialmediasaythiscoffeeisverygood.currentpromotionalpriceadvantagerelativetotheaveragepricethere,soXiaoMinghappilyintheshoptobuyanewproductandthendryingtoafriendlookatthesocialmedia.ComparedtoPCInternetMobileInternettrulyinvolvedinthedecision-makingprocessofconsumerstothemobileInternetpeopleandservices,peopleandinformation,andthebrandhasaconnection,ifnecessary,consumerscanfindanyinformationonthepurchasetoanyoftheproducts.ConnectconsumerswithproductsDecisionpathofconsumers,nolongerastraditionalfunnel-shaped,buthasbecomeapatternamongcloselyrelatedwhentheconsumerisinacertainscenario,seeacertainproduct,theycanquicklycheckoutofthe2product-relatedinformation,ifwanttobuy,youwillveryquicklybuy.So,forconsumers,aprocesstoachieveamorecloselyfollowedinthepathofsuchadecision,thelinkcanbejumpinthewholeprocess,noteverystepmustbetoachieve,butcanbelinked,becauseinthemobileInternet,consumerscanquicklybefoundintherelevantproductandbrandinformationquicklywanttobuyproducts-asinthesocialmedia,mostofthesalesinterfacewillhaveabuttontopaysoatthistime,consumerdecision-makingpathbecomesawayoflinks.Brandsandproductsyouneedtopaycloseattentiontoallkindsofnewcontacts,theneedfortimelycaptureconsumerinterest,consumerbuyingintoaction.Becauseunlimitedshelf,aswellasunlimitedinformation,consumerdecision-makinghasbecomemorecomplex.WriterrecentlydidastudyshowedthatinthemobileInternetera,anumberofcarmodelsconsumersarecomparingthemassmediaage2-3times,handlingmorethan10timestheamountofinformationsothisisaparadox,mobileInternetofferstheconvenienceofconnectingpeopleandproducts,butalsopeople’sdecision-makinghasbecomecomplicated:3Selectthetask,workloadchoice,choiceofdifficulty,butisincreased.Howtohelptheconsumerdecision-making,hasbecomethemarketingproblemtobesolved,amongwhichalsotheemergenceofalotoftools,forexample,haveabargainingtoolwithproductperformancecomparisontool,butalsotoseektherecommendedtools,theemergenceofthesetoolsareallowconsumerstosimplifydecision-making.Advertisingstillwork?Goodadvertisingisstillalsoplayarole,butthecontenthasbecomemoreimportantbecauseoftheinterestofconsumersmayseeads,filmsandtelevisionshowsintheimplants,andsoexcitedtosharewithfriends.Advertisingasanenterprise-scalecontrolledmeansisstillvalidinthedissemination,butmarketersneedtofocusonconsumerswhoactivelyseekinformationprocess.wayconsumersaccesstoinformationalreadyfarnotadvertisingthischannel.demandandinterestinthecase,consumerswilltaketheinitiativetosearch,Queryofficialwebsite,askfriends,etc.Afteradvertisingtostimulateinterest,theneedformore4attentiontotheconstructionofthistypeofcontent.Inshort,themobileInternetera,consumerdecision-makingstage,namelytheinterest,information,demand,action,feedback-fivestagesstillexist,buthavebecomemorecloselychain,andbetweenthevarioussectorshasfastjumping,deformationandshortedInthiscontext,themobileInternetshoulddosomething,maybeyouandIarethinkingabouttheproblem.Author:PekingTan,directoroftheDepartmentofMillwardBrownGreaterChinabranddevelopment,advertisingandmediaexperts,responsibleforR&DandinnovationMillwardBrown,whothroughtheintegrationofIT,dataminingandothercutting-edgescienceandcognitivescience,developmentandstandardization..thenumberofdataanalysisandmarketresearchmodelandBaidutodevelopbranddigitalassetmeasurementplatform,leadershipBrandZmostvaluableChinesebrandhundredassessments(Source:BusinessSchoolMagazine<<>>5
