2017 ABA Cultivating Customer Relationship with Mobile Technology - path to purchase and mobile marketing

1. Cultivating
Customer
Relationship
with
Mobile
Tech
PATH
TO
PURCHASE

2. Changing
Landscape

3. Marketing
Funnel
R.I.P.
1898-­‐201?

4. Consumer
Insight
Unclear
Unfocused
Imprecise

6. Mobile
Share
Growth

8. Typical
Path
to
Purchase
DREAM PLAN BOOK WAIT
SHARE DESTINATION TRAVEL

9. Typical
Path
to
Purchase
DREAM PLAN BOOK WAIT
SHARE DESTINATION TRAVEL

10. Micro
Moments

11. 150X 4.26
min
Average
Travel
and
lifestyle
app
session
72
sec
Time
on
mobile

12. Critical
Touchpoints
91%
Turn
to
phones
in
the
middle
of
task Mobile
shares
of
online
sessions
Time
spent
per
visit

13. Mobile
Hesitant
23%
Uses
a
travel
app
while
vacationing

14. Meet
Amy
(traveler)
2
months
419
digital
interactions
87%
on
mobile

15. New
Day
New
Me

16. New
Day
New
Me

17. One-­‐Step-­‐at-­‐a-­‐Time

18. Big
goals
in
small
moments
90%
of
smartphone
users
have
used
their
phone
to
make
progress
toward
a
long
term
goal
or
multi-­‐step
process
while
“out
and
about."
69%
more
likely
to
buy
from
mobile
sites
or
apps
that
help
them
easily
find
answers
to
questions

19. Go
18
days
>
2
million
unique
visitors
to
web
>
651,000
red
flags
planted
Champion
>
4,000

20. Show
Me
How

21. Show
Me
How

22. Wanna DO
70%
of
searches
related
to
“how
to”
on
YouTube
year-­‐over-­‐year

23. How
do
you
win
these
moment?

24. Be
There
Separate
indexes

25. Be
There
90%
of
smartphone
users
are
not
absolutely
certain
of
the
specific
brand
they
want
to
buy
from
when
they
are
beginning
looking
for
information
online
1
in
3
smartphone
users
has
purchased
from
a
company
of
brand
other
than
they
one
intended
to
because
of
information
provided
in
the
moment
they
searched
46%
studies
have
shown
that
you
can
increase
unaided
brand
awareness
by
46%
simply
by
showing
up
in
mobile
search
ad
results
51%
more
than
half
of
smartphone
users
have
discovered
a
new
company
or
product
when
conducting
a
search
on
their
smartphones

26. Be
There

27. Be
Useful

28. Inform
and
Update

29. Mobile
Coupons
to
Wallet
1.05B
2019
(estimate)
560M
2014

30. Walgreens
Reduce
prescription
abandonment
Proactive
engagement
250%
more
effective
than
email

32. Be
Quick

33. Be
Quick
60%
make
purchase
decisions
more
quickly
Mobile
created
and
enables
this
behavior

34. Be
Quick
40%
Instructions:
always/usually
in
hurry
Mobile
enables
quick
selection
of
business
and
product
28%
Buying:
always/usually
in
hurry

35. Lufthansa
Smartwatch
App
Perfect
Travel
Companion
Boarding
pass
Up-­‐to-­‐date
flight
info
Seat
numbers
Terminal
numbers
Weather

36. Eliminate
Steps
40%
or
revenue
from
mobile
2-­‐click
process
4X
more
likely
to
convert

37. Load
Like
Lightning
40%
of
shoppers
will
wait
no
more
than
three
seconds
before
abandoning
a
retail
or
travel
site
Accelerated
Mobile
Pages
(AMP)

38. Load
Like
Lightning
40%
of
shoppers
will
wait
no
more
than
three
seconds
before
abandoning
a
retail
or
travel
site
Accelerated
Mobile
Pages
(AMP)

39. What
are
your
moments?

40. Understand
customer
needs
in
the
moment

41. MEASURE
EVERYTHING

42. Action
Plan
Monday
Morning
◦ Designate
someone
to
lead
the
effort
to
determine
micro
moments
Next
90
Days
◦ Map
steps
to
address
each
micro
moment
◦ Create
action
plan
to
create
love
and
loyalty
by
meeting
needs
in
the
micro
moments
Next
12
Months
◦ Execute
changes,
remeasure,
repeat