MobiU2013: Mobile Path to Purchase: Forrester's Mobile Mind Shift

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To help shed light on the convoluted mobile path to purchase, Jennifer Wise, Mobile Marketing Analyst at Forrester, presented their theory on the Mobile Mind Shift. She was part of our Mobile University seminar on the Mobile Path to Purchase on 10/24 in Minneapolis. The HMC partnered with Best Buy to educate over 100 marketers at their headquarters in Richfield, MN. See more here, http://bit.ly/MobiUPath

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MobiU2013: Mobile Path to Purchase: Forrester's Mobile Mind Shift

  1. 1. Mobile Path-To-Purchase Jennifer Wise – Mobile Analyst, Forrester Research @JenniferWise / @forrester Event Hashtag #MobiU2013 Reproduction prohibited Produced by the Heartland Mobile Council
  2. 2. #MobiU2013 @JenniferWise @forrester Making Leaders Successful Every Day Reproduction prohibited
  3. 3. #MobiU2013 @JenniferWise @forrester Marketing For The Mobile Mind Shift Jennifer Wise, Analyst Forrester Research October 24, 2013 Reproduction prohibited
  4. 4. #MobiU2013 @JenniferWise @forrester Agenda › What is the Mobile Mind Shift? › How do you measure the Mobile Mind Shift? › How do marketers meet customer demands? © 2013 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. #MobiU2013 @JenniferWise @forrester Agenda › What is the Mobile Mind Shift? › How do you quantify the Mobile Mind Shift? › How do marketers meet customer demands? © 2013 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. #MobiU2013 @JenniferWise @forrester Your customer today is different
  7. 7. #MobiU2013 @JenniferWise @forrester Source: NBC News and The Associated Press (http://photoblog.nbcnews.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. #MobiU2013 @JenniferWise @forrester The mobile mind shift The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need © 2013 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. #MobiU2013 @JenniferWise @forrester Your mobile mind shift Your company must deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. #MobiU2013 @JenniferWise @forrester Agenda › What is the Mobile Mind Shift? › How do you measure the Mobile Mind Shift? › How do marketers meet customer demands? © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. #MobiU2013 @JenniferWise @forrester Computing the Mobile Mind Shift Index MMSI Devices Access 100 Locations MMSI + 20 + 40 40 = 100 50 0 Base: 61,104 US online adults (18+) Source: North American Technographics Online Benchmark Survey (Part 1), 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. #MobiU2013 @JenniferWise @forrester Computing the Mobile Mind Shift Index US online adults 18+ Devices MMSI Access 100 Locations MMSI 10.9 20 + 12.3 40 + 6.4 40 = 29.6 100 50 29.6 US avg. 0 Base: 61,104 US online adults (18+) Source: North American Technographics Online Benchmark Survey (Part 1), 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. #MobiU2013 @JenniferWise @forrester Six MMSI segments emerge © 2013 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. #MobiU2013 @JenniferWise @forrester Unshifted segments › Generally older, less Proportion of US online adults › › › Disconnecteds affluent segments Disconnecteds use phones for talking Dabblers still learning Roamers use basic apps, connect outside home Roamers MMSI scores: 0 to 40 Dabblers Base: 61,104 US online adults (18+), Source: North American Technographics Online Benchmark Survey (Part 1), 2013 Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. #MobiU2013 @JenniferWise @forrester Adapters: really getting into mobile Proportion of US online adults › Vast majority use a › › MMSI scores: 40 to 50 › smartphone More than half use a tablet Apps include sports, music High average household income Base: 61,104 US online adults (18+); Source: North American Technographics Online Benchmark Survey (Part 1), 2013 Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. #MobiU2013 @JenniferWise @forrester Immersers: becoming mobile adepts Proportion of US online adults › More than three› MMSI scores: 50 to 60 › fourths use a tablet Apps include shopping, finance, travel, reference, video High average household income Base: 61,104 US online adults (18+); Source: North American Technographics Online Benchmark Survey (Part 1), 2013 Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. #MobiU2013 @JenniferWise @forrester Perpetual: demanding mobile customers Proportion of US online adults › Almost all use a › › MMSI scores: 60 to 100 › tablet Use dozens of apps High average household income Majority have a degree Base: 61,104 US online adults (18+); Source: North American Technographics Online Benchmark Survey (Part 1), 2013 Image source: iStockphoto (istockphoto.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Are your customers demanding mobile? If the average MMSI of your customers is . . . . . . and the proportion of your customers in shifted segments is . . . 35 or higher 35% or higher Demand mobile utility now. 20% to 35% Will soon demand mobile especially your best customers. Under 20% Will become demanding in a year or more. 25 to 35 Under 25 © 2013 Forrester Research, Inc. Reproduction Prohibited . . . then your customers . . . 18
  19. 19. #MobiU2013 @JenniferWise @forrester E-Trade met the challenge of its shifted customers Source: E-Trade Super Bowl ad on YouTube © 2013 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. #MobiU2013 @JenniferWise @forrester Agenda › What is the Mobile Mind Shift? › How do you measure the Mobile Mind Shift? › How do marketers meet customer demands? © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. #MobiU2013 @JenniferWise @forrester Shorten the distance… What your customers want What they actually get …through utility-based experiences © 2013 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. #MobiU2013 @JenniferWise @forrester 1. Solve a customer problem Source: iPhone app © 2013 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. #MobiU2013 @JenniferWise @forrester 2. Become a trusted agent Image source: Lowe’s iPhone app, Home Depot iPhone app © 2013 Forrester Research, Inc. Reproduction Prohibited 23
  24. 24. #MobiU2013 @JenniferWise @forrester 3. Get out of the customers way Image source: Bronto (http://bronto.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. #MobiU2013 @JenniferWise @forrester 4. Automate mundane tasks Image source: Walgreens (http://www.walgreens.com/) © 2013 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. #MobiU2013 @JenniferWise @forrester 5. Fulfill a need they didn’t know they had Image source: Hot Light iPhone app © 2013 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. #MobiU2013 @JenniferWise @forrester Five ways to shorten the distance › Solve a customer problem › Become a trusted agent › Get out of the customer’s way › Automate mundane tasks › Fulfill a need they didn’t know they had © 2013 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. #MobiU2013 @JenniferWise @forrester How can you shorten the distance along the purchase path?
  29. 29. #MobiU2013 @JenniferWise @forrester Welcome to the Customer Life Cycle Source: January 22, 2013 “Embed The Customer Life Cycle Across Marketing” Forrester report. © 2013 Forrester Research, Inc. Reproduction Prohibited 29
  30. 30. #MobiU2013 @JenniferWise @forrester Discover Find out about a brand, product category, or personal need. Mobile tactics: • Mobile search, mobile display, mobile website © 2013 Forrester Research, Inc. Reproduction Prohibited 30
  31. 31. #MobiU2013 @JenniferWise @forrester Discover Customers exposed to a new fundamental need Image source: Kreatism (http://kreatism.com/?portfolio=192); Google © 2013 Forrester Research, Inc. Reproduction Prohibited 31
  32. 32. #MobiU2013 @JenniferWise @forrester Explore Customers explore their options, considering brands and distribution channels. Mobile tactics: • Mobile properties, QR codes, mobile search, click-to-call, click-to-locate © 2013 Forrester Research, Inc. Reproduction Prohibited 32
  33. 33. #MobiU2013 @JenniferWise @forrester Explore Customers explore their options, considering brands and distribution channels. Image source: Bing (bing.com), Sephora iPhone app © 2013 Forrester Research, Inc. Reproduction Prohibited 33
  34. 34. #MobiU2013 @JenniferWise @forrester Buy Customers go through the buying process. Mobile tactics: • mobile web, mobile search, mobile app, reviews © 2013 Forrester Research, Inc. Reproduction Prohibited 34
  35. 35. #MobiU2013 @JenniferWise @forrester Buy Customers go through the buying process. Image source: Hot Light iPhone app; Sephora iPhone app © 2013 Forrester Research, Inc. Reproduction Prohibited 35
  36. 36. #MobiU2013 @JenniferWise @forrester Engage Customers engage with the brand post-purchase. Mobile tactics: • Mobile app, mobile alerts, twoway text, loyalty rewards, member benefits, click-to-call for support © 2013 Forrester Research, Inc. Reproduction Prohibited 36
  37. 37. #MobiU2013 @JenniferWise @forrester Engage Customers engage with the brand post-purchase. Image source: HomeDepot iPhone app, Wallgreens.com © 2013 Forrester Research, Inc. Reproduction Prohibited 37
  38. 38. #MobiU2013 @JenniferWise @forrester Mobile impacts all touch points © 2013 Forrester Research, Inc. Reproduction Prohibited
  39. 39. #MobiU2013 @JenniferWise @forrester Significance of the mobile mind shift › › › › Customers expect any desired information or service to be available on any appropriate device, in context, at their moment of need. Evaluate your customers — if they have shifted, it’s urgent for you to provide them with mobile utility. Use mobile utility-based experiences to shorten the distance between what your customers want and what they get. Craft a customer-centric strategy to provide value to your customer across the customer life cycle. © 2013 Forrester Research, Inc. Reproduction Prohibited 39
  40. 40. #MobiU2013 @JenniferWise @forrester Thank you Jennifer Wise +1 617.613.6487 jwise@forrester.com Twitter: @JenniferWise

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