Capitalizing on the Mobile Influences of Car Buying

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Influencing the new Mobile Shopping Life Cycle, presented by #1 Best Selling Author Chuck Martin.
The mobile car shopper today is armed with real-time information ranging from the entire competitive landscape, real-time pricing and one-tap financing options. This webinar will focus on how car dealers can best identify and tap into this new, savvy mobile shopper. What does the mobile shopper look like and how can you best serve them? What does the overall mobile landscape look like and how and when can a dealer participate? Chuck Martin will describe the new Mobile Shopping Life Cycle and identify the points of influence all through the cycle.

Live attendees will also be able to receive a Free copy of Chuck’s new book “Mobile Influence: The New Power of the Consumer.”

Published in: Business, Technology
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Capitalizing on the Mobile Influences of Car Buying

  1. 1. Capitalizing on The Mobile Influence of Car Buying Chuck Martin CEO Mobile Future Institute
  2. 2. Moderator Becky Ross Marketing Manager (303) 228-8753 bross@kpaonline.com
  3. 3. Chuck Martin CEO, Mobile Future Institute 603-750-3020 chuck@MobileFutureInstitute.com www.mobilefutureinstitute.com Presenter
  4. 4. The Mobile Car Shopper By Chuck Martin June 12, 2013 Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin
  5. 5. The Market Technology Behavior
  6. 6. Evolution of Move to Consumer Centric • One to Many: Network TV • Time-Shifting – (VCR) • Auto-Content Selection & Shifting (TIVO) • Ubiquitous Access to Information (Web) • Easy Access to All Information (Yahoo, Google) • The Age of the Tethered Consumer
  7. 7. The 3 Screens Television PC Mobile Phones 2 Billion 1 Billion 5+ Billion First Screen Second Screen Third Screen
  8. 8. A World Gone Mobile 96% of entire world population this year This year: 7.5 billion phone subs The Age of the Untethered Consumer Sources: The Third Screen, ITU, Ericcson
  9. 9. 1983: Cell Phone Evolution Motorola Dyna TAC 8000X ‘The Brick’ Took 10 years, $100 million Cost: $4,000
  10. 10. 1989: Cell Phone Evolution Motorola Micro Tac Cost: $3,000 5 million cell phone subscribers
  11. 11. Cell Phone Evolution • 1992: First text message sent • 1996: 38 million cell phones in US • 1997: 50 million; 2G introduced • 1998: average phone use 122 minutes/month • 2000: Camera phone introduced in Japan
  12. 12. 328 million cell phones in US 104% of total population 36% of US households: cell phone only 61% of mobile phones in US are smartphones 78% smartphones 25-34 group CTIA Wireless, CDC MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen A World Gone Mobile: US
  13. 13. Mobile Commerce: New Path to Purchase • Shopping becomes iterative, not serial • Consumers no longer go shopping; they always are shopping • There are “influence points” throughout the process • Market scope is massive: in 3 years, there will be more mobile Web-connected devices than people on earth
  14. 14. The Traditional Sales Funnel Purchase Pre-Awareness Attention/Awareness Interest Desire Consideration
  15. 15. The Mobile Shopping Life Cycle THE SETUP Pre-Buy THE MOVE In Transit THE PUSH On Location THE PLAY Selection Process THE WRAP Point of Purchase THE TAKEAWAY Post-Purchase Copyright © 2013 Chuck Martin
  16. 16. The M-Powered Consumer Drives The Process
  17. 17. The Mobile Shopping Life Cycle THE SETUP Pre-Buy
  18. 18. Influence Points Mobile Activities Before Visiting a Store • 42% Check for sales • 41% Look for competitive pricing at Amazon • 37% Look up store info • 37% Browse an online store • 28% Check inventory of product of interest Mobile Influence, MarketLive
  19. 19. Text more Use the Internet more Play more games Use more applications Listen to music Watch video more 79% of smartphone owners use them to help while shopping Influence Points Smartphone Users: Sources: From The Third Screen, Google /Ipsos
  20. 20. The Anticipated Buy Rue La La
  21. 21. Mobile Opportunity: Video • Mobile video traffic to account for 71% of all mobile data by 2016 • Largest mobile ad spend in 2016: marketing apps, coupons, streaming video, search • 66% of tablet owners download/view short videos Sources: Cisco, PQ Media, Accenture
  22. 22. Mobile Opportunity: Video • 45 million US smartphone owners watch videos via mobile • More than 1 billion mobile- broadband subscriptions worldwide • Mobile-broadband penetration 51% in developed world Sources: Nielsen, ITU
  23. 23. The Mobile Shopping Life Cycle THE MOVE In Transit Copyright © 2013 Chuck Martin
  24. 24. Seekers & Cruisers
  25. 25. Influence Points in Transit Seekers • Entered the post- research phase • Made up their mind • Determined destination • Shared intent Cruisers • In continual research phase • Flexible on location • Open to suggestions • Shared intent
  26. 26. Leveraging Location: Gas Buddy
  27. 27. Location Functionality: MapQuest
  28. 28. Travel: OnTheFly
  29. 29. Rising Expectations: Passbook
  30. 30. Rising Expectations: Passbook
  31. 31. Rising Expectations: Passbook
  32. 32. Deals: Campus Special
  33. 33. In-Transit Commerce: Fandango
  34. 34. Behavioral Changes: Utility
  35. 35. Cars: For Sale by Owner
  36. 36. Cars: Kelly Blue Book
  37. 37. Cars: Kelly Blue Book
  38. 38. Cars Info: Edmunds
  39. 39. App Functionality: Zippo
  40. 40. App Functionality: Zippo
  41. 41. App Functionality: Zippo
  42. 42. State of NFC (Near Field Communication)
  43. 43. Proximity Marketing: NFC in the UK
  44. 44. The Mobile Shopping Life Cycle THE PUSH On Location Copyright © 2013 Chuck Martin
  45. 45. The State of Location
  46. 46. Influence Points on Location Location Based Marketing Vs. Location Based Services
  47. 47. Interactions Become Based on Situational Relevance
  48. 48. • 2007: 1.8 Trillion SMS text messages sent worldwide • 2011: 7 Trillion SMS messages sent worldwide • 200,000 text messages every second • US subscribers send 696 messages a month • US teens send 3,300 texts a month • 2016: SMS to hit 9 trillion Text Messages Live: SMS ITU, Nielsen, Mobile Future Institute, Chetan Sharma Consulting, ABI Research
  49. 49. Behavioral Change: Walmart
  50. 50. Cars.com: On Location
  51. 51. Cars.com: On Location
  52. 52. Cars.com: On Location
  53. 53. The Mobile Shopping Life Cycle THE PLAY Selection Process Copyright © 2013 Chuck Martin
  54. 54. NearBuy Marketing
  55. 55. Influence Points Triggers
  56. 56. Mobile Technology Triggers
  57. 57. Location Mobile Technology Triggers
  58. 58. Mobile Technology Triggers
  59. 59. Mobile Technology Triggers
  60. 60. Scanning: ShopSavvy
  61. 61. The One-Tap Buy: ShopSavvy
  62. 62. The Mobile Shopping Life Cycle THE WRAP Point of Purchase Copyright © 2013 Chuck Martin
  63. 63. Influence Points at Checkout
  64. 64. Checkout Opportunities: Shopkick
  65. 65. Influence Points: Rewards Cards
  66. 66. Influence Points: Rewards Cards
  67. 67. The State of Mobile Payments
  68. 68. Facilitating Payments: Square, Payfirma
  69. 69. Facilitating Payments: Square Wallet
  70. 70. The One-Tap: Google Wallet
  71. 71. The One-Tap: LevelUp
  72. 72. The One-Tap: LevelUp
  73. 73. The Mobile Shopping Life Cycle THE TAKEAWAY Post-Purchase Copyright © 2013 Chuck Martin
  74. 74. After-the-Fact Couponing
  75. 75. After-the-Fact Couponing
  76. 76. After-the-Fact Couponing
  77. 77. After-the-Fact Couponing
  78. 78. Mobilization Goes End to End
  79. 79. Communicating: Groupme
  80. 80. The Mobile Shopping Life Cycle THE SETUP Pre-Buy THE MOVE In Transit THE PUSH On Location THE PLAY Selection Process THE WRAP Point of Purchase THE TAKEAWAY Post-Purchase Copyright © 2013 Chuck Martin
  81. 81. Customers Use of Mobile The Mobile Disconnect Corporate Resource Allocated
  82. 82. The Mobile Marketplace Tiers Accommodating Novice To Power User
  83. 83. –Communicate with customers via mobile –Leverage SMS, MMS –Mobile Apps, Mobile Web, Video –Test & Learn –Measure & Analyze –Use Geo-location, Proximity Marketing –Add Value to Customer Experience –Resource the Effort To Exert Mobile Influence
  84. 84. How will you influence your mobile customers?
  85. 85. Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin

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