m-commerce and the new customer journey

Mobile Marketing Association

RACHEL PASQUA

Principal

Token

NOAH ELKIN

Principal Analyst

eMarketer


Mobile. Social. Ambient. M-Commerce and the New Customer Journey


The digital ecosystem in 2005


The digital ecosystem in 2013

Digital Out Of Home, Theaters, Connected TVTablets

Laptop

Connected Consoles

Wearable Technology

Desktop

Digital Kiosks

Smartphones

Phablets

Social Machines

Apps

Ambient Surfaces

Connected Cars

AKA The Omnichannel


Now, purchase decisions are made anytime, anywhere.


It’s a wave of change felt by big-box retailers …


… and mom-and-pop shops alike.


And there is NO type of business it has not touched.


The opportunity to find the best possible product or service regardless of location, through the convergence of social networks and mobile devices.

What’s in it for consumers?

Not just of money but of time. Mobile makes it easier to find the the best product, for the best price, as well as to redeem offers and build loyalty—all as quickly and easily as possible.

Choice Savings


• Benefits: Numerous new opportunities to influence, convert, and activate their customers.

What’s in it for brands?

• Challenges: The need to adapt to an ever-expanding ecosystem of devices and channels.

• Pitfalls: The very real possibility of failure if they don’t adapt fast enough.


Everything about m-commerce is a win-win for consumers.

Only brands have something to lose.


The omnichannel adds layers of complexity


Customers expect seamless shoppingBrands will succeed in the m-commerce ecosystem by creating the right experience, across multiple platforms and channels, for each unique customer.


PriceProduct

PlacePromotion

The New Four Ps of Digital

XPortabilityProximity

PreferencesPresence

Creating these seamless, uniquely contextual customer experiences will hinge on four new pillars that are shaping digital marketing.


Portability: Content that is accessible, useful, and usable across each digital touchpoint in each customer’s unique ecosystem.


It’s about portability of not just .com content but the whole user experience, from payments to account info, in the most useful, usable way.


Proximity: Content that is relevant to where the customer is, physically and metaphorically, in his or her unique journey.


It’s about creating timely, localized content as well as messaging, advertising, and offers that optimize the real-time customer experience.


Preferences: Content and functionality that are contextually shaped by the customer’s unique needs, both inferred and volunteered.


At this stage, preference-based content and features tend to require user action. Over time, this level of customization will become effortless, courtesy of preset

and behavioral criteria plus layers of contextual data such as location.


Presence: Brand/consumer interactions that are initiated according to a customer’s conditional receptivity—the nirvana of mobile marketing and

commerce that is just beginning to take shape ….

Available to wife and

mom 24/7.

Available to Starbucks and

Subway Monday through Friday from 11-1PM in

any geolocation.

Available to receive coupons and incentives from EMS for hiking and

camping gear at any time.

Open to messages and

local content from BMW for the next

3 months.


The M-Commerce Ecosystem

Mobile Marketing

Mobile Merchandizin

gMobile CRM

Getting them to the store—

brick and mortar or

online.

Getting them to the register—physical or

virtual.

Keeping them connected and coming back.

The key for brands to succeed in m-commerce lies in understanding how the new 4 Ps of digital play out in the key spheres of the mobile shopping ecosystem.


The 4Ps and mobile marketing

Activation of offline and traditional media channels using mobile triggers; customization of messaging based on

data and intent.

Cross-platform visibility through search and social channels with

targeted, multiplatform campaigns.

Portability

Proximity

Getting your customers into the store, online or offline, by activating omnichannel awareness.

All content and messaging must be discoverable, usable and contextually

relevant content across multiple devices and multiple interfaces.

Portability and Preferences


Mercedes-Benz uses the mobile web to lend portability to the Mercedes brand message with editorial, video, and other experiential content.


The 4Ps and mobile merchandizing

Offering multiple real-time forms of payment and redemption.

In-store experiences activated by mobile devices and contextualized for

the user.

Presence

Getting your customers to the physical (or virtual) register by facilitating ease-of-use in the shopping experience.

Portability

Content, messaging, offers relevant to device, person, and place.

•Content based on past behaviors•Content based on

stated preferences•Offers and options

based on both

Preferences andProximity


Tesco’s virtual supermarket eases the path to the register by bringing the store to the consumer via mobile activation.


The 4Ps and mobile CRM

Activation of offline and traditional media channels using mobile triggers.

Creating a virtuous cycle of customer loyalty and advocacy through superlative experiences.

Create a more personalized, contextually relevant customer experience across all touchpoints.

Preferences/Portability

Desktop

Digital Out Of Home and

Cinema

Tablet Phone

Digital Television

Ambient

Support cross-channel customer advocacy through social and mobile delivery channels.

Contextually relevant, preference-based, conditional offers and alerts via email, text, and

push messaging.

Proximity/Presence


Walgreens scan-to-refill function uses personalized, preference-based functionality to enhance the customer experience in the CRM phase.


Multiple channels.Multiple devices.

Multiple platforms.One seamless customer experience.

It’s not enough to design responsively—brands have to behave responsively.


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 Marketing: An Hour a Day


@noahelkin

[email protected]

Connect with us

www.linkedin.com/in/noahelkin

@rachelpasqua

[email protected]

www.linkedin.com/in/rachelpasqua

www.token.com

www.emarketer.com

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