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The eCommerce reached a spill of at least 401,300 million pesos during the first quarter of 2022
Currently it is estimated that there are just over 9.6 million Mexicans with Internet access.
The decoy effect seeks to incentivize consumers to spend on more expensive options.
Within the new normality, aspects such as social networks and digital platforms and the eCommercehave positioned themselves as one of the main technologies, this is largely due to the forced social distancing and the growing need to maintain active commerce, an aspect that allowed the development of various marketing strategies that allow companies to achieve the desired positioning within of the network, Strategy such as the decoy effect, which has a great impact within the marketing.
During the first months of 2022, it was estimated that there are currently just over 9.6 million Mexicans with internet access, which means an increase of at least 16 percent, according to what was indicated in 2021, so It is estimated that by 2026 around 118.2 million Mexicans will have access to the network.
In accordance with what is indicated by the Mexican Association of Online Sales (AMVO), at the end of 2021, the eCommerceexceeded 401,300 million pesos, a figure that registered an increase of at least 27 percent with respect, which shows the growth of this industry and the need for brands to obtain a position within the network.
Decoy effect and its impact on marketing
There are various strategies designed for the positioning of brands within the network, such as the use of publication schedules, influencer marketingg, multi-channel for effective customer service and the decoy effect, a strategy designed to capture user data, with the intention of impacting the decision-making of Internet users.
For electronic commerce, the relationship between data collection and preferences within its navigation, necessary aspects to know the sharing of digital communities and thus be able to impact potential customers, That is why “the search for this common denominator between neuroscience in electronic commerce and marketing is one of the keys for companies, who choose to carry out techniques such as the decoy effect to increase sales”, as Iebs points out.
Therefore, the decoy effect can be conceived as a pricing strategy, which is used by brands to encourage consumers to switch from one option to another that is more expensive or profitable for the business. so this strategy consists of adding a lure within the publication to attract customers, Therefore, for specialists, this strategy is known as the asymmetric dominance effect, known for being a phenomenon in which consumers can signal a change in preference by presenting them with a third option, as pointed out by LinkedIn. This effect can be found in situations of daily life, subscriptions to streaming platforms being a clear example, as two subscription options are presented plus a third with the mix of benefits between the first two.
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