The consumer journey is truly mobile, and there is a fine line between driving consideration and becoming unconsidered. You need to engage, inspire, and ignite. They want to be turned on.
3. The consumer journey is truly mobile,
because our mobile devices are the only form of media
architected to play a role every step along the journey.
4. TODAY, A PARADIGM SHIFT
IS TAKING PLACE IN OUR MOBILE WORLD
AND IS DRAMATICALLY
AFFECTING THE CONSUMER JOURNEY
9. Pew Study, Smartphone Adoption 2013. Americans are spending an average of two hours per day on their mobile devices.
http://www.cmo.com/articles/2014/5/27/adi_q1_video_benchmark.html,
OOYALA, emarketer April 2014.
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Mobile has become the norm, prompting consumers to interact with their physical environment in an entirely new way — taking technology and pushing the bounds of reality with every interaction, every engagement and at every touch point.
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We know that mobile is changing everything — including key moments of awareness and consideration along the consumer journey. It’s happening all around us. Your consumers, your prospective users are considering things in two ways — one with local search, reviews and ratings. But they’re also changing the way they browse and consider things online.
You may cut your advertising budget. But you cannot eliminate your mobile budget. Why? Because if people are browsing and you don’t have a mobile optimized website, you’re turning your consumers off. If you’re brand isn’t mobile friendly, if your consumers are going to get what they need somewhere else.
Don’t be unconsidered by not being up to date with the latest mobile trends. Optimize your mobile experience to keep the conversation going. And keep turning your consumers on.
As we welcome in 2015, let’s also embrace the paradigm shift that’s taking place in our mobile world. Today and beyond, that paradigm shift is dramatically affecting the consumer journey. So get ready to use mobile.
SLIDE NOTES :
Our mobile phones are portable screens, and also audio devices. Through them we may get exposed to video, audio, in-app or in-game ads. We may also learn about a new product or service via word of mouth in the form of text, instant message, a friend’s post on Facebook…or even a phone call! What’s more, television networks let viewers catch up on shows that they missed via mobile TV. These are full episodes on mobile devices, with ad support.
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~8% of a person’s day is spent looking a mobile screen
Time spent with a phone per day is 177 minutes compared to 168 minutes TV
Over ¼ of Internet traffic is mobile
72% of smartphone users watch video on their device
87% of Americans watch television while using other device
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Consumers are using mobile for consideration in two scenarios: A browsing scenario where the phone is just easier to use than a computer simply because its within reach. Mobile phones are increasingly becoming our screens of choice. Thus, a browsing experience that isn’t optimized for mobile could easily lead to a missed opportunity for brands. Don’t be unconsidered!
And second thing to consider is a true mobile search scenario where a user is out in the real world looking to spend her money. Given that those searches are inherently local, they likely indicate intent to purchase. People are searching for business hours, directions to a local store, product availability, or the local store address. What’s more, mobile may help us reconfirm our options via on-the-spot price comparison, reviews & ratings —or a simply call to our best friend!
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57% of users said they wouldn’t recommend a business with a poorly designed mobile site
61% of users say they turn to a competitor’s site after a bad mobile experience
67% of consumers say when visiting a mobile friendly site that they are likely to buy a site’s service or product
84% of smartphone users use their device to browse while shopping in-store.
1 in 3 shoppers use their smartphones to find information instead of asking employees
95% of mobile users look up information on their phones—the primary function is visiting or calling stores.
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Mobile phones augment what consumers do in-store…with their favorite catalogs. You can purchase stuff on your mobile phone, register to an event, or even use the device as a payment mechanism.
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SMS coupons are redeemed 8 times more than emailed offers.*
42% of consumers using a mobile device while in-store spend more than $1,000. **
43% of online transactions use alternate payments (e-wallet, direct debit, Paypal)
85% of consumers would use their mobile phones to gain more information if it was immediately available and easy to do so.
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Mobile is engineered for utility. Use it as a boarding pass, to capture moments with your camera, identify a song you like, open that hotel door, check-in at the gym, sync the data you just captured with your wearable wristband…or to scan the bar code of that cereal box you had this morning for breakfast to track calorie intake.
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75% of Americans admit to using phone while in bathroom.
Mobile users reach to phone about 150 times a day
1.8 billion photos are shared daily
1 Billion users use Facebook via a mobile device
11 Hours of sound uploaded per minute on Soundcloud
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Mobile is social. That selfie you just captured with your new car gets to your friends via Instagram. You may like or post on social for the world to see, or you may send an email, txt, IM, or call you mom to share.
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More than 2/3 of mobile users access social networks from their devices.
60% of time spent on social is on mobile
800 billion photos shared on social networks in 2014
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It’s All About Connecting the Mobile Dots along the C2B Journey. So, don’t just do it. Do it right. And be considered.
Because the journey is mobile. And mobile is that journey.