Mobile Day - How mobile influences the customer journey
description
Transcript of Mobile Day - How mobile influences the customer journey
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How mobile influences the customer journey
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Mobile is not a device
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It’s a behaviour
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Mobile is freedom.
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Freedom to act upon an impulse.
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McKinsey & Company
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
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the consumer has changed
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supplier
problem
solution
product
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Awareness1
(Passive consideration)
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problem
solution
product
supplier
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Help me!
I need a
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Help me!
I need a
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problem
solution
product
supplier
supplier
problem
solution
product
Yelling Helping
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OLD: Sales Funnel
(Active evaluation)
2 FilteringAwareness1
(Passive consideration)
Closure3
(Final decision)
company-driven touch pointsconsumer-driven touch points
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(Active evaluation)
Closure2 3Awareness1
(Passive consideration) (Final decision)
NEW: Customer Decision Journey
company-driven touch pointsconsumer-driven touch points
Research
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(Active evaluation)
Closure2 3ResearchAwareness1
(Passive consideration) (Final decision)
company-driven touch pointsconsumer-driven touch points
NEW: Customer Decision Journey
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spam advertising info
less context more context
Context transforms spam into information
Context = the way to break through the banner
blindness of our customers.
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Predictive models draw information from three main environments.
Contextual filtering
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Technology
User
World
Site behaviorAnalytics Source
of visit
Quantified Self
Device
Internet of Things
Time
Place
Weather
Movement
Wearables,
Connection
responsive design
contextual (aware) design
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More context = less clutter
Closure2 3ResearchAwareness1
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B Influence
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B
BHelpInformInspire…
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Real life example
• Young guy • Small family • Not a lot of time • Extremely good looking
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Adidas’ context based ‣ store finder ‣ promotions
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promotion screen
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+
=
Context based promotion screen
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+
=
Context based promotion screen
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One col list
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I am always online.I expect instant relevant feedback.And I am no longer listening to your broadcasts.
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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.