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Full Description
Your Definitive Guide to Profiting from Mobile CommerceWith 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
Contents
Introduction xiWhy We Wrote This Book xiiIt's Not Just Marketing xivSo, What Is This Book About, Really? xv1 The Current State of Mobile 1Americans and Smartphones 2Mobile Around the World 5Mobile Commerce 6Beyond the Numbers 7The Bottom Line 102 Mobile Is a Behavior, Not a Technology 11What Does Behavior Have to Do with Marketing and Business? 193 The Collapsing Sales Funnel 21Commerce and Marketing Collide 274 Mobility and the Developing World 29Bridging the Digital Divide 30The Holistic Impact of Mobile Technology 34The Mobile Accelerant 365 Challenging the Status Quo 376 Privacy, Trust, and Security 47Intimate Expectations 48Building Trust 49Technical Concerns 527 Paying with Your Phone 55Mobile Wallets 56What Will It Take for Mobile Wallets to Be Successful? 608 The Slow Road to Mobile Commerce 65The Denial Problem 66The Engineering Problem 67The Expense Problem 68The Patent Problem 69Who Will Lead or Follow? 69Quiet Confidence 709 Collaboration and Integration Are Critical 73What's Old Is New 76Mobile Integration in Action 79Big Idea 8010 Mobile, Media, and Data-Oh My! 83What's a CMO to Do with All This Data? 87Measuring Attention to Spur Conversions 90Dual Screening 91Responsible Use of Data 9211 Visual Storytelling 93Leveraging User-Generated Photography 96Visual Listening 97Capitalizing on Line-of-Sight 103The "Selfie" 103Managing a Visual Storytelling Program 10412 Mobile Listening and Response 107Desktop Blindness 108Mobile Is a Busy Place 109The "Listening" Challenge 11013 Personalization and Relevance 115Getting Started 116Asking for Directions 11814 Going Local 123Social - Local - Mobile 124Paying for Action 125The Check-In 126Commerce Everywhere 12815 Email and Text Messaging 131"Don't Waste My Time" 134Mobile Messaging 13516 The Mobile Web 139Generating Mobile Web Traffic 14417 How to "Think Mobile" 149Hire a Mobile Strategist Before a Mobile Technologist 151Aim to Create Behavior, Rather Than Chase It 151Stay Fluid 151Be Holistic in Strategy and Planning 152Never Forget That the Device Is Personal-and Public 152Think about All the Reasons Why Mobile Consumers Aren't at Their Desks 153Subtract Before You Add 153Intuit: B2B Mobility 154MAVN and Torchy's Tacos: If You Build It, They Will Spend 155All Hands on Deck 156 18 Ten Steps to Mobilize Your Business 157Step 1: Fix Your Website 158Step 2: Fix Your Content 158Step 3: Fix Your Payment System 159Step 4: Don't Forget That Smartphones Are Phones 159Step 5: Consider Judicious Use of SMS 160Step 6: Optimize Your Emails for Mobility 161Step 7: Be Sure Your Offline Presence Is Ready for Mobility 162Step 8: Make Sure Your Video Is Mobile Friendly 163Step 9: Make Sure Your Social Media Is Mobile 164Step 10: Play Nice with Others 16419 Science Fiction Is No Longer Fiction 167The Touchless Future 170Index 175
