mobile, social, ambient: m-commerce and the new customer journey
DESCRIPTION
TRANSCRIPT
Mobile Marketing Association
Rachel PasquaPrincipal
Token
Noah ElkinPrincipal Analyst
eMarketer
Mobile Marketing Association
Agenda
• A Multiplatform World• Mobile & Marketing• Mobile & Merchandizing• Mobile & CRM
Mobile Marketing Association
The digital ecosystem in 2005
Mobile Marketing Association
The digital ecosystem in 2013
Digital Out Of Home, Theaters, Connected TVTablet
Laptop
Connected ConsolesWearable
Technology
Desktop
Digital Kiosks
Smartphones
Phablets
Social Machines
Apps
Ambient SurfacesConnected Cars
Mobile Marketing Association
Mobile interfaces have added numerous real-time touch points
to a once-simple customer journey.
Mobile Marketing Association
For brands, this wave of change has created numerous opportunities to influence, convert, and activate their customers.
Mobile Marketing Association
It’s wave of change that has potential to invigorate business of all types and all sizes.
Mobile Marketing Association
Yet mobile also adds layers of complexity
Mobile Marketing Association
The key to seamless shopping……lies in creating the right experience, across multiple platforms and
channels for each unique customer.
Mobile Marketing Association
The new 4Ps of DigitalCreating these seamless, uniquely contextual customer experience will hinge on four pillars that emerging to shape digital marketing.
• Portability: Content that is accessible, useful, and usable across each digital touch point in each customer’s unique ecosystem.
• Proximity: Content that is relevant to where the customer is, physically and metaphorically in his or her unique journey.
• Preferences: Content that is contextually shaped by the customers unique needs, both implied and explicit.
• Presence: brand/consumer interactions that are initiated according to a customer’s conditional receptivity.
Mobile Marketing Association
Mobile & Marketing
Usability and contextually relevant .com content across multiple devices
Activation of offline and traditional media channels using mobile triggers across print,
broadcast, direct mail and POS/POP.
Cross platform visibility through search and social channels with targeted,
multiplatform campaigns.
Marketing: Getting your customers into the store, online or offline, by activating omnichannel awareness.
Mobile Marketing Association
Mobile & Merchandizing
Content, messaging, offers relevant to device, person and place.
Activation of offline and traditional media channels using mobile triggers across print,
broadcast, direct mail and POS/POP.
In-store experiences activated by mobile devices and contextualized for the user.
Merchandizing: Getting your customers into the physical (or virtual) register, by facilitating ease of use in the shopping experience.
Offering multiple real-time forms of payment and redemption.
•Content based on past behaviors•Content based on stated preferences•Offers and options based on both
Mobile Marketing Association
Mobile & CRM
Supporting cross-channel customer advocacy through social and mobile
delivery channels.
Activation of offline and traditional media channels using mobile triggers across print,
broadcast, direct mail and POS/POP.
Support continual development of a more personalized, contextually
relevant customer experience across all device and content touchpoints.
CRM: Creating a virtuous cycle of customer loyalty and advocacy through superlative experiences.
Contextually relevant, preference-based, conditional offers and alerts via email, text and push.
Mobile Marketing Association
Multiple channels.Multiple devices.Multiple platforms.One responsive brand.
Mobile Marketing Association
More information: www.mobileanhouraday.com
Buy online:http://amzn.to/Tx5jVg
"Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile marketing perfection
than Mobile Marketing: An Hour a Day.”— Greg Stuart, CEO, Mobile Marketing Association and Co-
Author of What Sticks
"Elkin and Pasqua expertly detail the mobile landscape, tactics, and tools available to today's mobile marketer. This is a must-read." — Sara Holoubek, CEO, Luminary
Labs
"This book is filled with clear, well thought-out strategic guidance on all things mobile, with expert perspectives to help customize the strategy on an individual business (and
budget) level.” — Joy Liuzzo, President, Wave Collapse
"This is now my go-to book for mobile. Not only does it have the brain trust going for it, but it also has the data to back it up.” — Rob Garner, author of Search and Social:
The Definitive Guide to Real-Time Content Marketing
Mobile: An Hour a Day
Mobile Marketing Association
Thx:)• @rachelpasqua• [email protected]• www.token.com• www.linkedin.com
/in/rachelpasqua
• @noahelkin• [email protected]