Mobile Influence - Ignite

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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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Mobile Influence - Ignite

  1. 1. Summary and Comments On: Chuck Martin´s “Mobile Influence” © Jurgita Sarkovaite, 2013 @JurgaSarkovaite
  2. 2. Content  Chuck Martin  The Rise of Mobile Shopper  The NEW Mobile Shopping Life Cycle  The Setup: The Pre – Buy  The move: In Transit  The Push: On Location  The Play: Selection Process  The Wrap: PoP  The Takeaway: Post Purchase  Lessons Learned ©http://www.mobilefutureinstitute.com
  3. 3. Chuck Norris oooops, Martin, said, Martin…  CEO of Mobile Future Institute  Editor in mCommerce Daily  International Speaker  Author of: Information retrieved from http://www.mobilefutureinstitute.com/ Aug 13, 2013
  4. 4. The Rise of Mobile Shopper
  5. 5. Mobile Shopping Life Cycle The Pre - Buy In Transit On Location Selection Process Point of Purchase Post Purchase
  6. 6. The Setup  Action: Proactive Research  Devices: Tablets and Smartphones  Type of marketing: Pull  Important aspects: time, mind – set, location  What marketers can do: Go mobile! The Pre - Buy
  7. 7. 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%
  8. 8. The Move In Transit  Action: Heading to the store  Devices: Smartphones  Type of marketing: Pull  Important aspects: time, mind – set, location  What marketers can do: Incentivise
  9. 9. 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
  10. 10. What Marketers Can Do With actions the consumers make…
  11. 11. The Push On Location  Action: Walking the aisles  Devices: Smartphones  Type of marketing: Push  Important aspects: location, intentions  What marketers can do: Interact
  12. 12. Be aware of – SHOWROOMING…
  13. 13. The Play Selection Process  Action: Getting closer to the actual product  Devices: Smartphones  Type of marketing: Push  Important aspects: location, pricing  What marketers can do: Proximity Marketing
  14. 14. Near Buy Marketing Price Check Apps Loyalty Card Apps QR – Enabled Scans Targeting In- Store Shoppers
  15. 15. The Wrap Point of Purchase  Action: Check Out  Devices: Smartphones  Type of marketing: Pull  Important aspects: Self Service  What marketers can do: Offer seamless experience
  16. 16. Mobile Money: Relocating PoP
  17. 17. The Takeaway Post Purchase  Action: Share Experience  Devices: Tablets and Smartphones  Type of marketing: Pull  Important aspects: Social  What marketers can do: Be there!
  18. 18. Everywhere Marketing  Social Listening  Take them to talk in your place  After-the-fact Couponing  Bypassing consumers
  19. 19. Lessons Learned  New business models to master the mobile  Big data + Mobile = Success in the Future Finally, worth reading?
  20. 20. Definitely! Keep Calm And READ MOBILE!

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