Mobile Influence - Ignite

Summary and Comments On: Chuck Martin´s “Mobile Influence”

© Jurgita Sarkovaite, 2013

@JurgaSarkovaite

ContentChuck MartinThe Rise of Mobile ShopperThe NEW Mobile Shopping

Life CycleThe Setup: The Pre – BuyThe move: In TransitThe Push: On LocationThe Play: Selection ProcessThe Wrap: PoPThe Takeaway: Post PurchaseLessons Learned

©http://www.mobilefutureinstitute.com

Chuck Norrisoooops, Martin, said, Martin…

CEO of Mobile Future Institute

Editor in mCommerce DailyInternational SpeakerAuthor of:

Information retrieved from http://www.mobilefutureinstitute.com/ Aug 13, 2013

The Rise of Mobile Shopper

Mobile Shopping Life Cycle

The Pre - Buy

In Transit

On Location

Selection Process

Point of Purchase

Post Purchase

The Setup

Action: Proactive Research

Devices: Tablets and Smartphones

Type of marketing: PullImportant aspects: time,

mind – set, locationWhat marketers can do:

Go mobile!

The Pre - Buy

Mobile Advertising vs. Mobile Mailing

Top 4 categories of Mobile Advertising in South America:◦ Technology & Telecoms – 50%

◦ Entertainment & Media – 36%

◦ News & Education – 4%

◦ Social & Dating – 4%

Mobile Email Open by phone (Global)◦ Consumer Services – 34%

◦ Financial Services – 33%

◦ Cable & Telecoms and Entertainment – 26%

◦ Hospitality & Retail – 24%

◦ CPG & Education – 23%

◦ B2B – 14%

The Move In Transit

Action: Heading to the store

Devices: SmartphonesType of marketing: PullImportant aspects:

time, mind – set, location

What marketers can do: Incentivise

Seekers vs. Cruisers

In the continual research phase

Flexible on Location

Open to Suggestions

Shared Intent

Entered the post – research phase

Made up their mind

Determined Destination

Shared Intent

What Marketers Can DoWith actions the consumers make…

The Push On Location

Action: Walking the aisles

Devices: SmartphonesType of marketing: PushImportant aspects:

location, intentionsWhat marketers can do:

Interact

Be aware of – SHOWROOMING…

The Play Selection Process

Action: Getting closer to the actual product

Devices: SmartphonesType of marketing: PushImportant aspects: location, pricingWhat marketers can do: Proximity

Marketing

Near Buy Marketing

Price Check Apps

Loyalty Card Apps

QR – Enabled Scans

Targeting In-Store

Shoppers

The Wrap Point of Purchase

Action: Check OutDevices: SmartphonesType of marketing: PullImportant aspects:

Self ServiceWhat marketers can

do: Offer seamless experience

Mobile Money: Relocating PoP

The Takeaway Post Purchase

Action: Share ExperienceDevices: Tablets and

SmartphonesType of marketing: PullImportant aspects: SocialWhat marketers can do:

Be there!

Everywhere MarketingSocial Listening Take them to talk in your placeAfter-the-fact CouponingBypassing consumers

Lessons LearnedNew business models to master

the mobileBig data + Mobile = Success in

the Future

Finally, worth reading?

Definitely!

Keep CalmAndREAD MOBILE!