• Mobile Commerce Daily, Thursday, April 16, 2015 9:50 AM

A Forrester Research analyst at the company’s Forum for Marketing Leaders said that by identifying and influencing key decisions customers make regularly, brands can use digital and mobile marketing to reduce decision-making stress rather than coerce transactions. The analyst discussed marketers’ tendencies to believe that consumers will select the right option for them, despite the fact that consumers are becoming increasingly more stressed when making decisions. She claimed that digital and mobile marketing may actually worsen anxieties, unless brands specifically market to reduce stress and showcase the best specific products and services for a consumer, a tactic which will streamline the shopping process and ultimately help drive sales.

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