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Use Mobile to Influence Buying Behavior
Mark Tan, Sr. Product Manager
Existing Search Bars& App Stores (API)
Pre-Installed Browsers& OEMs Launcher and Feeds
Mobile App Search and DiscoveryMobile Search and DiscoveryE-commerce, Semantic Search, Deep-linking, and User Experience
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
Cultural
Social
Personal
Psychological
Cultural
Social
Personal
Psychological
The Factors
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
Cultural
Social
Personal
Psychological
The Factors
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
Cultural
Social
Personal
Psychological
The FactorsThe Tools
The Strategy
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
73% of mobile activities trigger at least 2 follow-up actions or multi-channel
behaviors from the customer
Ad recall is most effective when user intent is high as opposed to when a user is just browsing
– Search vs. Discovery
Nielsen Report ‘16
Push Notifications and Alerts | Mobile Ads | GPS and Geo-Tagging | Localization
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
Mobile users who search to help make a decision are 57% more likely to visit a store and 51%
more likely to make a purchase.
Businesses of all sizes will continue to compete for eyeballs and there is no one-size fits all
solution.
It’s all about Localization, Personalization and Contextualization
Nielsen Report ‘16Review and Ratings | Coupons and Deals
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages Mobile activities are very contextual. For example, shopping queries are at least 2x more likely to be in
store.
Mobile Showrooming | Price Comparison
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages At least 55% of successful purchase conversion happens within an hour from when the Mobile activity started. It’s all about convenience
Onboarding | Supplement | Widgets
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages At least 55% of successful purchase conversion happens within an hour from when the Mobile activity started. It’s all about convenience
Loyalty Programs | Engagement
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
Understanding of the factors that impact each stage is
essential in developing marketing mix
strategies to appeal to your target market.
Business Traveler
Leisure Traveler
Fitness Enthusiast
Value Shoppers
Movie Lovers
Value Shoppers
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Mission: Purchase on-sale items for family in time for the upcoming birthday9:00am The List.Thinks about the list of items to buy and notes it down using Any.do. Things to buy include gifts for kids, husband, and co-workers. Looks at Pinterest and Gilt for ideas on what to buy for friends.
11:00am, heads out for the mall. While doing the shopping, checks similar items available online using shopping app, compares prices.
3:00pm, Checks in for a deal in one of the coffee shops, takes a break from all the shopping.
1pm: Eat lunch by looking at recommendations from Yelp. Recharge by choosing a protein-rich salad with chicken or a turkey-avocado wrap.
8 p.m.Multitask at dinner. Meet spouse for dinner at a restaurant that offered freebies - T.G.I. Friday’s. Also gets a $10 credit to apply toward dinner then and there due to holiday season promotion.
7:00pm, Wraps up remaining shopping. Does quick grocery shopping as well.
4 p.m.Perk yourself up. Gets inexpensive manicure at a salon or a free chair massage at Brookstone, coupon found on app.
8:30am, prepares breakfast for kids. Gets a notification on Starbucks coffee deal and decides to head out to the nearest Starbucks to grab the offer and heads back home
2:00pm, Shopping resumes. Sees a store that has sale offer, can get 10% savings using AMEX when buying gifts for holiday. Checks mobile banking app for credit status.
10 am. Search for discount codes. Look e-tailers at RetailMeNot. com, and Coupon Cabin .com to see if free shipping or other discounts are available. Takes note but decide to check out the favorite mall for more options.
8 a.m. Fuel up. Chose a meal loaded with fiber, protein, and healthy fats, based on the article in the Food network app.
10:30am, Check bank apps to see credit/balance remaining.
10pm, Reviews the list of items to buy and notes it down using Any.do. Things to buy include gifts for kids, husband, and co-workers. Shopping completed.
Lyft
Utilities
Flipboard,
News
G Map
Uber
Cheap Gas
Finder
Fandango
Stubhub
Maps and Navigation
Venmo
Foursquare
FB, Twitter, Instagr
amDating Apps
UberLyft
Transportation
SocialPayments
and Utilities
Foursquare
Trip Advisor
Local Attractions
/Deals
Local Restaurant
s
Eventbrite
Ticketing/Events
Awareness
Consideration
Preference
Purchase
Repurchase
The Stages
Cultural
Social
Personal
Psychological
The FactorsThe Tools
The Strategy
