how to rock your mobile strategy by david vansteenbrugge (wijs)
DESCRIPTION
Let there be no doubt: mobile should be prominent in every digital strategy today. Actually you should even start all reasoning from "mobile first". But the concept "mobile" is not a technology, nor is it a specific device with it's specific screen size. Mobile stands for the fundamental change in the decision making process of consumers. Using this insight as the base of all your strategies will deliver results. We dig deeper into this strategic approach during this presentation.TRANSCRIPT
How mobile influences the customer journey
Mobile is not a device
It’s a behaviour
Mobile is freedom.
Freedom to act upon an impulse.
McKinsey & Company
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
the consumer has changed
supplier
problem
solution
product
Awareness1
(Passive consideration)
problem
solution
product
supplier
Help me!
I need a
Help me!
I need a
problem
solution
product
supplier
supplier
problem
solution
product
Yelling Helping
OLD: Sales Funnel
(Active evaluation)
2 FilteringAwareness1
(Passive consideration)
Closure3
(Final decision)
company-driven touch pointsconsumer-driven touch points
(Active evaluation)
Closure2 3Awareness1
(Passive consideration) (Final decision)
NEW: Customer Decision Journey
company-driven touch pointsconsumer-driven touch points
Research
(Active evaluation)
Closure2 3ResearchAwareness1
(Passive consideration) (Final decision)
company-driven touch pointsconsumer-driven touch points
NEW: Customer Decision Journey
spam advertising info
less context more context
Context transforms spam into information
Context = the way to break through the banner
blindness of our customers.
Predictive models draw information from three main environments.
Contextual filtering
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
More context = less clutter
Closure2 3ResearchAwareness1
B Influence
B
BHelpInformInspire…
Real life example
• Young guy • Small family • Not a lot of time • Extremely good looking
Adidas’ context based ‣ store finder ‣ promotions
promotion screen
+
=
Context based promotion screen
+
=
Context based promotion screen
One col list
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.
