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Similar to Driving consideration vs becoming unconsidered in the mobile consumer journey
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Driving consideration vs becoming unconsidered in the mobile consumer journey
- 1. The fine line between driving consideration and becoming “unconsidered“
- 2. THE JOURNEY IS MOBILE Fluid. Adaptable. Flexible. Nonlinear.
- 3. The consumer journey is truly mobile, because our mobile devices are the only form of media architected to play a role every step along the journey.
- 4. TODAY, A PARADIGM SHIFT IS TAKING PLACE IN OUR MOBILE WORLD AND IS DRAMATICALLY AFFECTING THE CONSUMER JOURNEY
- 5. TO DRIVE CONSIDERATION , YOU NEED TO ENGAGE, INSPIRE, IGNITE. THEY WANT TO BE TURNED ON
- 6. ENTER THE C2B JOURNEY— TURNED ON AND OFF BY USERS, AND BROUGHT TO YOU BY MOBILE.
- 9. Pew Study, Smartphone Adoption 2013. Americans are spending an average of two hours per day on their mobile devices. http://www.cmo.com/articles/2014/5/27/adi_q1_video_benchmark.html, OOYALA, emarketer April 2014.
- 11. Google Study, Understanding Consumers’ Local Search Behavior, 2014.
- 13. Pew Study, Smartphone Adoption 2013. Internet Advertising Bureau.
- 15. “IT in the Toilet,” conducted by marketing company 11Mark in 2013.
- 16. MOBILE HELPS YOU SHARE IT – IN REAL TIME
- 17. Pew Study, Smartphone Adoption 2013. eMarketer
- 18. THE OPPORTUNITY
- 19. THANK YOU
Editor's Notes
- SLIDE NOTES: Mobile has become the norm, prompting consumers to interact with their physical environment in an entirely new way — taking technology and pushing the bounds of reality with every interaction, every engagement and at every touch point.
- SLIDE NOTES: We know that mobile is changing everything — including key moments of awareness and consideration along the consumer journey. It’s happening all around us. Your consumers, your prospective users are considering things in two ways — one with local search, reviews and ratings. But they’re also changing the way they browse and consider things online. You may cut your advertising budget. But you cannot eliminate your mobile budget. Why? Because if people are browsing and you don’t have a mobile optimized website, you’re turning your consumers off. If you’re brand isn’t mobile friendly, if your consumers are going to get what they need somewhere else. Don’t be unconsidered by not being up to date with the latest mobile trends. Optimize your mobile experience to keep the conversation going. And keep turning your consumers on. As we welcome in 2015, let’s also embrace the paradigm shift that’s taking place in our mobile world. Today and beyond, that paradigm shift is dramatically affecting the consumer journey. So get ready to use mobile.
- SLIDE NOTES : Our mobile phones are portable screens, and also audio devices. Through them we may get exposed to video, audio, in-app or in-game ads. We may also learn about a new product or service via word of mouth in the form of text, instant message, a friend’s post on Facebook…or even a phone call! What’s more, television networks let viewers catch up on shows that they missed via mobile TV. These are full episodes on mobile devices, with ad support.
- SLIDE NOTES: ~8% of a person’s day is spent looking a mobile screen Time spent with a phone per day is 177 minutes compared to 168 minutes TV Over ¼ of Internet traffic is mobile 72% of smartphone users watch video on their device 87% of Americans watch television while using other device
- SLIDE NOTES: Consumers are using mobile for consideration in two scenarios: A browsing scenario where the phone is just easier to use than a computer simply because its within reach. Mobile phones are increasingly becoming our screens of choice. Thus, a browsing experience that isn’t optimized for mobile could easily lead to a missed opportunity for brands. Don’t be unconsidered! And second thing to consider is a true mobile search scenario where a user is out in the real world looking to spend her money. Given that those searches are inherently local, they likely indicate intent to purchase. People are searching for business hours, directions to a local store, product availability, or the local store address. What’s more, mobile may help us reconfirm our options via on-the-spot price comparison, reviews & ratings —or a simply call to our best friend!
- SLIDE NOTES: 57% of users said they wouldn’t recommend a business with a poorly designed mobile site 61% of users say they turn to a competitor’s site after a bad mobile experience 67% of consumers say when visiting a mobile friendly site that they are likely to buy a site’s service or product 84% of smartphone users use their device to browse while shopping in-store. 1 in 3 shoppers use their smartphones to find information instead of asking employees 95% of mobile users look up information on their phones—the primary function is visiting or calling stores.
- SLIDE NOTES: Mobile phones augment what consumers do in-store…with their favorite catalogs. You can purchase stuff on your mobile phone, register to an event, or even use the device as a payment mechanism.
- SLIDE NOTES: SMS coupons are redeemed 8 times more than emailed offers.* 42% of consumers using a mobile device while in-store spend more than $1,000. ** 43% of online transactions use alternate payments (e-wallet, direct debit, Paypal) 85% of consumers would use their mobile phones to gain more information if it was immediately available and easy to do so.
- SLIDE NOTES: Mobile is engineered for utility. Use it as a boarding pass, to capture moments with your camera, identify a song you like, open that hotel door, check-in at the gym, sync the data you just captured with your wearable wristband…or to scan the bar code of that cereal box you had this morning for breakfast to track calorie intake.
- SLIDE NOTES: 75% of Americans admit to using phone while in bathroom. Mobile users reach to phone about 150 times a day 1.8 billion photos are shared daily 1 Billion users use Facebook via a mobile device 11 Hours of sound uploaded per minute on Soundcloud
- SLIDE NOTES: Mobile is social. That selfie you just captured with your new car gets to your friends via Instagram. You may like or post on social for the world to see, or you may send an email, txt, IM, or call you mom to share.
- SLIDE NOTES: More than 2/3 of mobile users access social networks from their devices. 60% of time spent on social is on mobile 800 billion photos shared on social networks in 2014
- SLIDE NOTES: It’s All About Connecting the Mobile Dots along the C2B Journey. So, don’t just do it. Do it right. And be considered. Because the journey is mobile. And mobile is that journey.