Mobile Marketing: Exploring the Efficacy of User-Centric Strategies for Enhanced Consumer Engagement and Conversion Rates

Abstract

This research investigated user-centric strategies in mobile marketing, focusing on consumer engagement and conversion rates. 400 questionnaires were distributed, with 385 usable responses obtained. The study used Partial Least Squares (PLS) analysis to assess the relationships between user-centric strategies and desired outcomes. The analysis yielded positive findings, confirming the effectiveness of user-centric strategies in driving consumer engagement and improving conversion rates in mobile marketing. Personalized content recommendations, interactive features, ease of use, location-based services, social integration, and push notifications were found to positively influence consumer behavior. The study emphasized the importance of personalization as a key driver of consumer engagement and conversion rates in mobile marketing. Tailored messages and experiences based on user preferences significantly enhanced consumer engagement. Additionally, interactive features and seamless user experiences fostered increased engagement and improved conversion rates.