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How mobile influences 
the customer journey
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
Mobile is not a device
It’s a behaviour
Mobile is freedom.
Freedom to act upon an impulse.
Mobile Day - How mobile influences the customer journey
If marketing has one goal, 
it’s to reach consumers at the moments 
that most influence their decisions. 
McKinsey & Company
the consumer 
has changed
Mobile Day - How mobile influences the customer journey
supplier 
problem 
solution 
product
Awareness 1 
(Passive consideration)
problem 
solution 
product 
supplier
Help me! 
I need a
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
Help me! 
I need a
Mobile Day - How mobile influences the customer journey
problem 
solution 
product 
supplier 
supplier 
problem 
solution 
product 
Yelling Helping
OLD: Sales Funnel 
1 Awareness 2 Filtering 
(Passive consideration) 
(Active evaluation) 
company-driven touch points 
consumer-driven touch points 
3 Closure 
(Final decision)
NEW: Customer Decision 
Journey 
1 Awareness 2 3 Closure 
(Passive consideration) (Active evaluation) 
(Final decision) 
company-driven touch points 
consumer-driven touch points 
Research
Mobile Day - How mobile influences the customer journey
1 Awareness 2 Research 3 Closure 
(Passive consideration) (Active evaluation) 
(Final decision) 
company-driven touch points 
consumer-driven touch points 
NEW: Customer Decision 
Journey
Context transforms spam into information 
spam advertising info 
less context more context 
Context = the way to break through the banner 
blindness of our customers.
Contextual filtering 
Predictive models draw 
information from three 
main environments.
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
1 Awareness 2 Research 3 Closure 
More context = less clutter
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
B Influence
B 
Help B 
Inform 
Inspire 
…
Real life example 
• Young guy 
• Small family 
• Not a lot of time 
• Extremely good looking
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
Mobile Day - How mobile influences the customer journey
Adidas’ context based 
‣ store finder 
‣ promotions
promotion screen
Context based 
promotion screen 
+ 
=
Context based 
promotion screen 
+ 
=
One col list
Mobile Day - How mobile influences the customer journey
I am always online. 
I expect instant relevant feedback. 
And I am no longer listening to your broadcasts.
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.
Thank you! 
Questions? 
david@wijs.be

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