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Mobile Day - How mobile influences the customer journey

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Let there be no doubt: mobile should be prominent in every digital strategy today. Actually you should even start all reasoning from "mobile first". But the concept "mobile" is not a technology, nor is it a specific device with it's specific screen size. Mobile stands for the fundamental change in the decision making process of consumers. Using this insight as the base of all your strategies will deliver results. We dig deeper into this strategic approach during this presentation.

Published in: Marketing
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Mobile Day - How mobile influences the customer journey

  1. 1. How mobile influences the customer journey
  2. 2. Mobile is not a device
  3. 3. It’s a behaviour
  4. 4. Mobile is freedom.
  5. 5. Freedom to act upon an impulse.
  6. 6. If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. McKinsey & Company
  7. 7. the consumer has changed
  8. 8. supplier problem solution product
  9. 9. Awareness 1 (Passive consideration)
  10. 10. problem solution product supplier
  11. 11. Help me! I need a
  12. 12. Help me! I need a
  13. 13. problem solution product supplier supplier problem solution product Yelling Helping
  14. 14. OLD: Sales Funnel 1 Awareness 2 Filtering (Passive consideration) (Active evaluation) company-driven touch points consumer-driven touch points 3 Closure (Final decision)
  15. 15. NEW: Customer Decision Journey 1 Awareness 2 3 Closure (Passive consideration) (Active evaluation) (Final decision) company-driven touch points consumer-driven touch points Research
  16. 16. 1 Awareness 2 Research 3 Closure (Passive consideration) (Active evaluation) (Final decision) company-driven touch points consumer-driven touch points NEW: Customer Decision Journey
  17. 17. Context transforms spam into information spam advertising info less context more context Context = the way to break through the banner blindness of our customers.
  18. 18. Contextual filtering Predictive models draw information from three main environments.
  19. 19. Quantified Analytics Source User Technology World Site behavior of visit Self Device Internet of Things Time Place Movement Weather Wearables, responsive design Connection contextual (aware) design
  20. 20. 1 Awareness 2 Research 3 Closure More context = less clutter
  21. 21. B Influence
  22. 22. B Help B Inform Inspire …
  23. 23. Real life example • Young guy • Small family • Not a lot of time • Extremely good looking
  24. 24. Adidas’ context based ‣ store finder ‣ promotions
  25. 25. promotion screen
  26. 26. Context based promotion screen + =
  27. 27. Context based promotion screen + =
  28. 28. One col list
  29. 29. I am always online. I expect instant relevant feedback. And I am no longer listening to your broadcasts.
  30. 30. 5 Take-aways 1. Talk to your customer. Don’t yell. 2. Map all your touch points and question them. 3. Explore the possibilities of hyper targeting. 4. Become a device agnostic thinker. 5. Add context to your CRM data.
  31. 31. Thank you! Questions? david@wijs.be

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