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Forrester Research: Challenge Thinking. Lead Change. #LSS2016

Presentation by: Jennifer Wise, Senior Forrester Analyst

How Mobile is Driving Local Consumer Behavior
Developing Customer-Obsessed Strategies
Location. Location. Location.
Company Interaction Expectations
Digital Marketing Delivery
Smartphone, Apps, Websites
The Mobile Mindshift
Immediate Context and Moments of Need
Mobile Moments
Convenience Gap
Personalization Gap
Performance Gap
Local Marketing Opportunity
Proximity Marketing
Real-Time Retail
In-Store Behavior Insights
WHO Framework
Customer Journey
Triggering Local Inventory Ads
#LSS2016


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Forrester Research: Challenge Thinking. Lead Change. #LSS2016

  1. 1. How Mobile is Driving Local Consumer Behavior Jennifer Wise, Senior Analyst April 21, 2016
  2. 2. © 2016 Forrester Research, Inc. Reproduction Prohibited 3 We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
  3. 3. Location. Location. Location. Image source: “Search Engine Land (searchengineland.com)
  4. 4. © 2016 Forrester Research, Inc. Reproduction Prohibited 5 Agenda ›  How is mobile changing consumers’ expectations of company interactions? ›  What does this expectations shift mean for local digital marketing? ›  How can companies deliver?
  5. 5. © 2016 Forrester Research, Inc. Reproduction Prohibited 6 Agenda ›  How is mobile changing consumers’ expectations of company interactions? ›  What does this expectations shift mean for local digital marketing? ›  How can companies deliver?
  6. 6. Image source: “Pexels (/www.pexels.com)
  7. 7. Image source: “Pexels (/www.pexels.com)
  8. 8. of US adults use  a  tablet 46% 48 hours 24 min. Apps  + sites of US adults use  a smartphone 70% 14 27 66 hours 56 min. Apps  + sites 5226 Base: 61,222 US online adults (18+); 1,851 US online smartphone owners (18+) and 73 US online tablet owners (18+); Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey, 2015; Forrester’s US Consumer Technographics Behavioral Study, January 2015 to March 2015
  9. 9. Welcome to The Mobile Mind Shift The expectation that I can get what I want in my immediate context and moments of need. Image source: “Pexels (/www.pexels.com)
  10. 10. Mobile Moments are the next battleground A mobile moment is a point in time and space when someone pulls out a mobile device to get what they want in their immediate context. Image source: “Pexels (/www.pexels.com)
  11. 11. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 And creates an expectation gap Performance Gap Convenience Gap Personalization Gap
  12. 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 Agenda ›  How is mobile changing consumers’ expectations of company interactions? ›  What does this expectations shift mean for local digital marketing? ›  How can companies deliver?
  13. 13. Image source: “Pexels (/www.pexels.com)
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 The local marketing opportunity is great: › Foot traffic › Proximity marketing › Real-time retail › In-store behavior insights
  15. 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Customers are ready ›  69% of US smartphone owners search weekly or more. ›  40% and 50% of all searches on mobile devices have local intent. * ›  21% have compared prices in-store in the past 3 months. ›  43% are interested in allowing their phone interact with a beacon to guide them to the location of a desired product in-store. ›  52% are interested in allowing their phone interact with a beacon to provide them with special offers. ›  Nearly 80% of local shopping searches via mobile convert.* Source: comScore; *Base: 4,556 US online adults (18+); Source: North American Consumer Technographics Retail Survey, 2015 (US&CA)
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 And demanding Base: US online adults 18+ (online weekly or more) smartphone owners Source: North American Consumer Technographics Customer Life Cycle Survey 2, 2015
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 Agenda ›  How is mobile changing consumers’ expectations of company interactions? ›  What does this expectations shift mean for local digital marketing? ›  How can companies deliver?
  18. 18. Let’s redefine “location” Image source: “Pexels (/www.pexels.com)
  19. 19. © 2016 Forrester Research, Inc. Reproduction Prohibited 20 A host of technologies fuel spatial data Source: “TechRadar™: Spatial Data And Location Intelligence, Q1 2016” Forrester Report
  20. 20. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 “Location” is more than a data point
  21. 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 What is “Local”? Stationary place = “Where?” Contextual factor = “What?”
  22. 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Use the WHO Framework:
  23. 23. W: “What do target customers seek?” Image source: “Pexels (/www.pexels.com)
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 Identify the local moment Customer journey: • What are customer’s motivations? • What does the customer need? • What is her context? Local moments Context
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Customers have local needs and demands “Right now, I find the manual search using apps… and search bar results… that merely list all those retailers carrying the item with its price. I want the best price in town.”
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Customers have local needs and demands “I would like an app that finds me the best local deal on the products I am looking for across multiple stores… based on my location.”
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Customers have local needs and demands “I sometimes use my phone to check other store prices, both before and while in the store. I want to make sure I’m getting the best deal.”
  28. 28. H: “How does my customer find?” Image source: “Pexels (/www.pexels.com)
  29. 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Consumers “discover” in many ways Natural engine search results Facebook Emails from companies or brands Links from other websites "How have you typically found online information or websites you've visited in the past month?"
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 Pick the right channel and tactic to deliver Device? Channel? Device? Channel? Device? Channel?
  31. 31. O: “What should I offer the customer?” Image source: “Pexels (/www.pexels.com)
  32. 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 Design your strategy to deliver on needs
  33. 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 34 Connect to local business information Source: Google search, iPhone
  34. 34. © 2016 Forrester Research, Inc. Reproduction Prohibited 35 Connect to local business information Source: Google search, iPhone
  35. 35. © 2016 Forrester Research, Inc. Reproduction Prohibited 36 Design your strategy to deliver on needs
  36. 36. © 2016 Forrester Research, Inc. Reproduction Prohibited 37 Use location to trigger local inventory ads Source: August 10, 2015 “Brief: Search Marketing Innovations To Watch” Forrester report.
  37. 37. © 2016 Forrester Research, Inc. Reproduction Prohibited 38 Design your strategy to deliver on needs
  38. 38. © 2016 Forrester Research, Inc. Reproduction Prohibited 39 Sort a user’s shopping list by location within the store Source: August 10, 2015 “Brief: Search Marketing Innovations To Watch” Forrester report.
  39. 39. How can you deliver local marketing? Image source: “Search Engine Land (searchengineland.com) 1.  Mobile has accelerated consumers’ local expectations of companies. 2.  Focus on context, not location, to understand your consumers’ information needs. 3.  Follow the WHO framework to develop a local marketing strategy that delivers on consumer need – and company objectives.
  40. 40. forrester.com Thank you Jennifer Wise jwise@forrester.com @JenniferWise

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