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Summary of Mobile Influence by Chuck Martin - Ignite Talk. The review of the new mobile consumer shopping life cycle and tactics to target them.
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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!
