The Mobile Commerce Revolution: Business Success in a Wireless World / Edition 1

by Tim Hayden, Tom Webster

Overview

Your Definitive Guide to Profiting from Mobile Commerce

With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit!

• Discover how customer mobile behavior is radically maturing and shifting
• Weave mobility throughout your marketing mix and business operations
• Prepare for the instant and impulse when your customer wants to buy
• Identify mobile tactics that are actually influencing purchases
• Earn confidence from customers that you will protect their privacy
• Use payment technologies to reduce friction and make it easier to buy
• Deliver richer, more powerful stories and mobile experiences
• Understand customers through “Little Data”: qualitative studies to physically observe behavior
• Grasp purchase attribution: why people buy

Product Details

ISBN-13:	9780789751546
Publisher:	Que
Publication date:	10/15/2014
Series:	Que Biz-Tech Series
Pages:	208
Product dimensions:	6.00(w) x 8.90(h) x 0.50(d)

About the Author

Tim Hayden is Principal Strategist at TTH Strategy, a consultancy that provides guidance to organizations faced with business processes and communications challenges. He also serves as an investor and advisory board member to several ventures in cloud, mobile, and social technology. Prior to TTH Strategy, Tim led Edelman Digital’s North American mobile program, and cofounded 44Doors, an SaaS mobile marketing platform. He was a founder and partner in other startups including NION Interactive and GamePlan, an experiential marketing agency that produced solutions for brands including AMD, Bacardi USA, Dell, Humana, and IBM using the integrated “Live+Mobile+Online” methodology that Tim coined in 2007. He is a graduate of Texas State University in San Marcos, Texas.

Tom Webster is Vice President of Strategy for Edison Research, a custom market research company best known as the sole providers of exit polling data during U.S. elections for all the major news networks. He has nearly 20 years of experience researching consumer usage of technology, new media, and social networking. Tom is the principal author of a number of widely cited studies, including “The Social Habit,” “Twitter Users in America,” and the coauthor of “The Infinite Dial,” America’s longest running research series on digital media consumption. He is a graduate of Tufts University in Medford, Massachusetts, and holds an MBA from the Bryan School of Business and Economics at the University of North Carolina.

Table of Contents

Introduction xi
Why We Wrote This Book xii
It’s Not Just Marketing xiv
So, What Is This Book About, Really? xv

1 The Current State of Mobile 1
Americans and Smartphones 2
Mobile Around the World 5
Mobile Commerce 6
Beyond the Numbers 7
The Bottom Line 10

2 Mobile Is a Behavior, Not a Technology 11
What Does Behavior Have to Do with Marketing and Business? 19

3 The Collapsing Sales Funnel 21
Commerce and Marketing Collide 27

4 Mobility and the Developing World 29
Bridging the Digital Divide 30
The Holistic Impact of Mobile Technology 34
The Mobile Accelerant 36

5 Challenging the Status Quo 37

6 Privacy, Trust, and Security 47

Intimate Expectations 48
Building Trust 49
Technical Concerns 52

7 Paying with Your Phone 55
Mobile Wallets 56
What Will It Take for Mobile Wallets to Be Successful? 60

8 The Slow Road to Mobile Commerce 65
The Denial Problem 66
The Engineering Problem 67
The Expense Problem 68
The Patent Problem 69
Who Will Lead or Follow? 69
Quiet Confidence 70

9 Collaboration and Integration Are Critical 73
What’s Old Is New 76
Mobile Integration in Action 79
Big Idea 80

10 Mobile, Media, and Data—Oh My! 83
What’s a CMO to Do with All This Data? 87
Measuring Attention to Spur Conversions 90
Dual Screening 91
Responsible Use of Data 92

11 Visual Storytelling 93
Leveraging User-Generated Photography 96
Visual Listening 97
Capitalizing on Line-of-Sight 103
The “Selfie” 103
Managing a Visual Storytelling Program 104

12 Mobile Listening and Response 107
Desktop Blindness 108
Mobile Is a Busy Place 109
The “Listening” Challenge 110

13 Personalization and Relevance 115
Getting Started 116
Asking for Directions 118

14 Going Local 123
Social - Local – Mobile 124
Paying for Action 125
The Check-In 126
Commerce Everywhere 128

15 Email and Text Messaging 131
“Don’t Waste My Time” 134
Mobile Messaging 135

16 The Mobile Web 139
Generating Mobile Web Traffic 144

17 How to “Think Mobile” 149
Hire a Mobile Strategist Before a Mobile Technologist 151
Aim to Create Behavior, Rather Than Chase It 151
Stay Fluid 151
Be Holistic in Strategy and Planning 152
Never Forget That the Device Is Personal—and Public 152
Think about All the Reasons Why Mobile Consumers Aren’t at Their Desks 153
Subtract Before You Add 153
Intuit: B2B Mobility 154
MAVN and Torchy’s Tacos: If You Build It, They Will Spend 155
All Hands on Deck 156

18 Ten Steps to Mobilize Your Business 157
Step 1: Fix Your Website 158
Step 2: Fix Your Content 158
Step 3: Fix Your Payment System 159
Step 4: Don’t Forget That Smartphones Are Phones 159
Step 5: Consider Judicious Use of SMS 160
Step 6: Optimize Your Emails for Mobility 161
Step 7: Be Sure Your Offline Presence Is Ready for Mobility 162
Step 8: Make Sure Your Video Is Mobile Friendly 163
Step 9: Make Sure Your Social Media Is Mobile 164
Step 10: Play Nice with Others 164

19 Science Fiction Is No Longer Fiction 167
The Touchless Future 170

Index 175