Presentation by: Jennifer Wise, Senior Forrester Analyst
How Mobile is Driving Local Consumer Behavior
Developing Customer-Obsessed Strategies
Location. Location. Location.
Company Interaction Expectations
Digital Marketing Delivery
Smartphone, Apps, Websites
The Mobile Mindshift
Immediate Context and Moments of Need
Mobile Moments
Convenience Gap
Personalization Gap
Performance Gap
Local Marketing Opportunity
Proximity Marketing
Real-Time Retail
In-Store Behavior Insights
WHO Framework
Customer Journey
Triggering Local Inventory Ads
#LSS2016
9. of US adults
use
a
tablet
46% 48 hours 24 min.
Apps
+ sites
of US adults
use
a smartphone
70%
14 27
66 hours 56 min.
Apps
+ sites
5226
Base: 61,222 US online adults (18+); 1,851 US online smartphone owners (18+) and 73 US online tablet owners (18+); Source: Forrester’s North American
Consumer Technographics® Online Benchmark Survey, 2015; Forrester’s US Consumer Technographics Behavioral Study, January 2015 to March 2015
10. Welcome to
The Mobile Mind Shift
The expectation that I can get what
I want in my immediate context
and moments of need.
Image source: “Pexels (/www.pexels.com)
11. Mobile Moments are the next
battleground
A mobile moment is a point in time
and space when someone pulls out
a mobile device to get what they
want in their immediate context.
Image source: “Pexels (/www.pexels.com)
40. How can you deliver local marketing?
Image source: “Search Engine Land (searchengineland.com)
1. Mobile has accelerated consumers’ local
expectations of companies.
2. Focus on context, not location, to understand your
consumers’ information needs.
3. Follow the WHO framework to develop a local
marketing strategy that delivers on consumer
need – and company objectives.