The document summarizes Chuck Martin's insights on the mobile shopping lifecycle, detailing stages from pre-buying to post-purchase. It emphasizes the importance of mobile devices and tailored marketing strategies during each stage, highlighting actions and interactions that can enhance consumer experience. Key lessons include mastering new business models and leveraging big data to succeed in mobile marketing.

1. Summary
and Comments On:
Chuck Martin´s
“Mobile Influence”
© Jurgita Sarkovaite, 2013
@JurgaSarkovaite

2. Content
 Chuck Martin
 The Rise of Mobile Shopper
 The NEW Mobile Shopping Life
Cycle
 The Setup: The Pre – Buy
 The move: In Transit
 The Push: On Location
 The Play: Selection Process
 The Wrap: PoP
 The Takeaway: Post Purchase
 Lessons Learned ©http://www.mobilefutureinstitute.com

3. Chuck Norris
oooops, Martin, said, Martin…
 CEO of Mobile Future
Institute
 Editor in mCommerce
Daily
 International Speaker
 Author of:
Information retrieved from http://www.mobilefutureinstitute.com/ Aug 13, 2013

4. The Rise of Mobile Shopper

5. Mobile Shopping Life Cycle
The Pre -
Buy
In Transit
On
Location
Selection
Process
Point of
Purchase
Post
Purchase

6. The Setup
 Action: Proactive
Research
 Devices: Tablets and
Smartphones
 Type of marketing: Pull
 Important aspects:
time, mind – set,
location
 What marketers can
do: Go mobile!
The Pre
- Buy

7. Mobile Advertising vs.
Mobile Mailing
 Top 4 categories of
Mobile Advertising
in South America:
◦ Technology & Telecoms – 50%
◦ Entertainment & Media – 36%
◦ News & Education – 4%
◦ Social & Dating – 4%
 Mobile Email Open
by phone (Global)
◦ Consumer Services – 34%
◦ Financial Services – 33%
◦ Cable & Telecoms and
Entertainment – 26%
◦ Hospitality & Retail – 24%
◦ CPG & Education – 23%
◦ B2B – 14%

8. The Move In
Transit
 Action: Heading to the
store
 Devices: Smartphones
 Type of marketing: Pull
 Important aspects:
time, mind – set,
location
 What marketers can
do: Incentivise

9. Seekers vs. Cruisers
 In the continual
research phase
 Flexible on
Location
 Open to
Suggestions
 Shared Intent
 Entered the post
– research phase
 Made up their
mind
 Determined
Destination
 Shared Intent

10. What Marketers Can Do
With actions the consumers make…

11. The Push On
Location
 Action: Walking the
aisles
 Devices: Smartphones
 Type of marketing:
Push
 Important aspects:
location, intentions
 What marketers can
do: Interact

12. Be aware of – SHOWROOMING…

13. The Play Selection
Process
 Action: Getting closer to the actual
product
 Devices: Smartphones
 Type of marketing: Push
 Important aspects: location, pricing
 What marketers can do: Proximity
Marketing

14. Near Buy Marketing
Price Check
Apps
Loyalty Card
Apps
QR – Enabled
Scans
Targeting In-
Store Shoppers

15. The Wrap Point of
Purchase
 Action: Check Out
 Devices: Smartphones
 Type of marketing: Pull
 Important aspects: Self
Service
 What marketers can
do: Offer seamless
experience

16. Mobile Money: Relocating PoP

17. The Takeaway Post
Purchase
 Action: Share Experience
 Devices: Tablets and
Smartphones
 Type of marketing: Pull
 Important aspects: Social
 What marketers can do:
Be there!

18. Everywhere Marketing
 Social Listening
 Take them to talk in your place
 After-the-fact Couponing
 Bypassing consumers

19. Lessons Learned
 New business models to master the
mobile
 Big data + Mobile = Success in the
Future
Finally, worth
reading?

20. Definitely!
Keep Calm
And
READ MOBILE!