Author(s): Tim Hayden
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
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.
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