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

1. Summary
and Comments On:
Chuck Martin´s
“Mobile Influence”
© Jurgita Sarkovaite, 2013
@JurgaSarkovaite

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. 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. The Rise of Mobile Shopper

5. Mobile Shopping Life Cycle
The Pre -
Buy
In Transit
On
Location
Selection
Process
Point of
Purchase
Post
Purchase

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. 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. 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. 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. What Marketers Can Do
With actions the consumers make…

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. Be aware of – SHOWROOMING…

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. Near Buy Marketing
Price Check
Apps
Loyalty Card
Apps
QR – Enabled
Scans
Targeting In-
Store Shoppers

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. Mobile Money: Relocating PoP

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. Everywhere Marketing
 Social Listening
 Take them to talk in your place
 After-the-fact Couponing
 Bypassing consumers

19. Lessons Learned
 New business models to master the
mobile
 Big data + Mobile = Success in the
Future
Finally, worth
reading?

20. Definitely!
Keep Calm
And
READ MOBILE!