In this video tutorial, Noah Elkin explains how mobile touches everything in our lives, making it a massively disruptive force. It's changing what and how we consume and reshaping our notions of everything from entertainment to money to transportation to advertising. Thanks to mobile, the customer journey is far more complex, with multiple touchpoints.
- Is your phone the first thing you look at when you wake up in the morning? Can you make it through a meeting without checking your phone? If you answered yes to the first question and no the second, you're like most of us. Mobile now touches everything we do, from our homes, to our work, even our cars, Smartphones now sit at the center of a multi-screen, multi-device universe. Giving them an increasingly powerful role, as the remote control for our life. In this video, we'll look at how mobile has changed the global business landscape, and the implications for the way we market, sell to, and engage consumers.
Now, think for a second what you do in the course of an average day. How do you listen to music? What do you do when you want food? Where do you go for transportation? You turn to your smartphone, and you open an app. For everything, from listening to music on Spotify, to ordering food from Seamless, to getting transportation from Lyft or Uber, mobile has become a massively disruptive force. It's changing where and how and how much we buy. It's changing our notions of entertainment, our concept of money, and how we interact with advertising.
In a mobile driven world, Context, that's the combined way of device, Time of Day, sometimes referred to as day part, Location, and Activity. The what, where, when, why and with whom. Context plays a big role in determining how as consumers we interact with brands. But just because consumers are more mobile, it doesn't mean their always on the go. A lot of mobile activity takes place in the home or even at work. It just means we aren't tethered to a desktop.
However, it does mean we are online, everywhere and all the time. Thanks to our smartphones, being online is now a persistent anywhere state. Societies have become always on, always shopping, always in the consideration mode for something. Yesterday, we passively consumed TV, while sitting on the couch. Today, we watch TV with a smartphone or tablet in our hand, engaged, if not with what's on the big screen, then on something adjacent or complimentary.
And that's just not a matter of kids these days, as this image might suggest. These behavior patterns are increasingly common for all demographics, and this suggests something else important. The notion of what constitutes a consumer is shifting. The lines between three distinct consumer profiles, offline, web, and mobile, are blurring, and somewhere in the intersection of all three, lies that omnichannel consumer we're all trying to reach. That consumer is always on, and in effect, always shopping, always in the consideration mode for something, and the phone in that consumer's hand or pocket, is the key driver behind that shift.
One result of this blurring of lines, is that today's customer journey, the path to purchase if you will, has evolved into something decidedly more complex and nonlinear. For example, we often start our products search in one screen, like our PC at home or work, we deepen it on our smartphone in transit, or even in a store, and either complete our purchase in store at the point of sale, or maybe even on our mobile device while we're standing in the aisle. That's the shift in consumer behavior we're tracking as marketers, and that zig-zagging applies to pretty much any objective consumers have today.
So, if we wanna keep pace, we have to stay sharp.
- Connecting mobile to the customer journey
- Gathering market data
- Establishing a mobile strategy framework
- Assessing the competition
- Turning data into insights
- Identifying and understanding your audience on mobile
- Sharing your mobile marketing strategy
- Working with external partners and resources