MobiU2013: Mobile Path to Purchase: Forrester's Mobile Mind Shift

Mobile Path-To-Purchase
Jennifer Wise – Mobile Analyst, Forrester Research
@JenniferWise / @forrester
Event Hashtag #MobiU2013

Reproduction prohibited

Produced by the Heartland Mobile Council

#MobiU2013 @JenniferWise @forrester

Making Leaders Successful
Every Day



Marketing For The Mobile Mind Shift
Jennifer Wise, Analyst
Forrester Research

October 24, 2013



Agenda

› What is the Mobile Mind Shift?
› How do you measure the Mobile
Mind Shift?

› How do marketers meet customer
demands?

© 2013 Forrester Research, Inc. Reproduction Prohibited

4


Agenda

› How do you quantify the Mobile
Mind Shift?

demands?


5


Your customer today is different


Source: NBC News and The Associated Press (http://photoblog.nbcnews.com)

7


The mobile mind shift

The expectation that any
desired information or service
is available, on any appropriate
device, in context, at your
moment of need


8


Your mobile mind shift

Your company must deliver any
desired information or service
on any appropriate device, in
context, at the customer’s
moment of need.


9


Agenda

Mind Shift?

demands?


10


Computing the Mobile Mind Shift Index
MMSI
Devices

Access

100

Locations
MMSI

+
20

+
40

40

=

100

50

0
Base: 61,104 US online adults (18+)
Source: North American Technographics Online Benchmark Survey (Part 1), 2013

11


Computing the Mobile Mind Shift Index
US online adults 18+

Devices

MMSI

Access

100

Locations
MMSI

10.9
20

+

12.3
40

+

6.4
40

=

29.6
100

50

29.6 US avg.

0
Base: 61,104 US online adults (18+)
Source: North American Technographics Online Benchmark Survey (Part 1), 2013

12


Six MMSI segments emerge


13


Unshifted segments
› Generally older, less
Proportion of US online adults

›
›
›

Disconnecteds

affluent segments
Disconnecteds use
phones for talking
Dabblers still learning
Roamers use basic apps,
connect outside home

Roamers
MMSI scores: 0 to 40

Dabblers

Base: 61,104 US online adults (18+), Source: North American Technographics Online Benchmark Survey (Part 1), 2013
Image source: iStockphoto (istockphoto.com)

14


Adapters: really getting into mobile

› Vast majority use a

›
›

›

smartphone
More than half use
a
tablet
Apps include
sports, music
High average
household
income

Base: 61,104 US online adults (18+); Source: North American Technographics Online Benchmark Survey (Part 1), 2013

15


Immersers: becoming mobile adepts

› More than three›


›

fourths use a
tablet
Apps include
shopping,
finance, travel,
reference,
video
High average
household
income


16


Perpetual: demanding mobile customers

› Almost all use a
›
›


›

tablet
Use dozens
of apps
High average
household
income
Majority have a
degree


17

Are your customers demanding mobile?
If the average
MMSI of your
customers
is . . .

. . . and the
proportion of your
customers in shifted
segments is . . .

35 or higher

35% or higher

Demand mobile
utility now.

20% to 35%

Will soon demand
mobile especially
your best
customers.

Under 20%

Will become
demanding in a
year or more.

25 to 35

Under 25


. . . then your
customers . . .

18


E-Trade met the challenge of its shifted
customers

Source: E-Trade Super Bowl ad on YouTube

19


Agenda

Mind Shift?

demands?


20


Shorten the distance…

What your
customers
want

What they
actually
get

…through utility-based experiences

21


1. Solve a customer problem

Source: iPhone app

22


2. Become a trusted agent

Image source: Lowe’s iPhone app, Home Depot iPhone app

23


3. Get out of the customers way

Image source: Bronto (http://bronto.com/)

24


4. Automate mundane tasks

Image source: Walgreens (http://www.walgreens.com/)

25


5. Fulfill a need they didn’t know they had

Image source: Hot Light iPhone app

26


Five ways to shorten the distance

› Solve a customer problem
› Become a trusted agent
› Get out of the customer’s way
› Automate mundane tasks
› Fulfill a need they didn’t know they had


27


How can you shorten the distance along
the purchase path?


Welcome to the Customer Life Cycle

Source: January 22, 2013 “Embed The Customer Life Cycle Across Marketing” Forrester report.

29


Discover
Find out about a brand, product category, or personal need.

Mobile tactics:
• Mobile search, mobile display,
mobile website


30


Discover
Customers exposed to a new fundamental need

Image source: Kreatism (http://kreatism.com/?portfolio=192); Google

31


Explore
Customers explore their options, considering brands and distribution channels.

Mobile tactics:
• Mobile properties, QR codes,
mobile search, click-to-call,
click-to-locate


32


Explore
Customers explore their options, considering brands and distribution channels.

Image source: Bing (bing.com), Sephora iPhone app

33


Buy
Customers go through the buying process.

Mobile tactics:
• mobile web, mobile search,
mobile app, reviews


34


Buy
Customers go through the buying process.

Image source: Hot Light iPhone app; Sephora iPhone app

35


Engage
Customers engage with the brand post-purchase.

Mobile tactics:
• Mobile app, mobile alerts, twoway text, loyalty rewards,
member benefits, click-to-call
for support


36


Engage
Customers engage with the brand post-purchase.

Image source: HomeDepot iPhone app, Wallgreens.com

37


Mobile impacts all touch points



Significance of the mobile mind shift
›
›
›

›

Customers expect any desired information or service to be
available on any appropriate device, in context, at their
moment of need.
Evaluate your customers — if they have shifted, it’s urgent for
you to provide them with mobile utility.
Use mobile utility-based experiences to shorten the distance
between what your customers want and what they get.
Craft a customer-centric strategy to provide value to your
customer across the customer life cycle.


39


Thank you
Jennifer Wise
+1 617.613.6487
jwise@forrester.com
Twitter: @JenniferWise

MobiU2013: Mobile Path to Purchase: Forrester's Mobile Mind Shift

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MobiU2013: Mobile Path to Purchase: Forrester's Mobile Mind Shift