capitalizing on the mobile influences of car buying
DESCRIPTION
Influencing the new Mobile Shopping Life Cycle, presented by #1 Best Selling Author Chuck Martin. The mobile car shopper today is armed with real-time information ranging from the entire competitive landscape, real-time pricing and one-tap financing options. This webinar will focus on how car dealers can best identify and tap into this new, savvy mobile shopper. What does the mobile shopper look like and how can you best serve them? What does the overall mobile landscape look like and how and when can a dealer participate? Chuck Martin will describe the new Mobile Shopping Life Cycle and identify the points of influence all through the cycle. Live attendees will also be able to receive a Free copy of Chuck’s new book “Mobile Influence: The New Power of the Consumer.”TRANSCRIPT
Capitalizing on The Mobile Influence
of Car Buying
Chuck Martin
CEO
Mobile Future Institute
Chuck Martin
CEO, Mobile Future Institute
603-750-3020
www.mobilefutureinstitute.com
Presenter
The Market
Technology
Behavior
Evolution of Move to Consumer Centric
• One to Many: Network TV
• Time-Shifting – (VCR)
• Auto-Content Selection & Shifting (TIVO)
• Ubiquitous Access to Information (Web)
• Easy Access to All Information (Yahoo, Google)
• The Age of the Tethered Consumer
The 3 Screens
Television PC
Mobile
Phones
2 Billion
1 Billion
5+ Billion
First Screen Second Screen Third Screen
A World Gone Mobile
96% of entire world population
this year
This year: 7.5 billion phone subs
The Age of the Untethered
Consumer
Sources: The Third Screen, ITU, Ericcson
1983: Cell Phone Evolution Motorola Dyna TAC 8000X
‘The Brick’
Took 10 years, $100 million
Cost: $4,000
1989: Cell Phone Evolution
Motorola Micro Tac
Cost: $3,000
5 million cell phone subscribers
Cell Phone Evolution
• 1992: First text message sent
• 1996: 38 million cell phones in US
• 1997: 50 million; 2G introduced
• 1998: average phone use 122
minutes/month
• 2000: Camera phone introduced in Japan
328 million cell phones in US
104% of total population
36% of US households: cell phone
only
61% of mobile phones in US are
smartphones
78% smartphones 25-34 group
CTIA Wireless, CDC MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen
A World Gone Mobile: US
Mobile Commerce: New Path to Purchase
• Shopping becomes iterative, not serial
• Consumers no longer go shopping; they always are shopping
• There are “influence points” throughout the process
• Market scope is massive: in 3 years, there will be more mobile Web-connected devices than people on earth
The Traditional Sales Funnel
Purchase
Pre-Awareness
Attention/Awareness
Interest
Desire
Consideration
The Mobile Shopping Life Cycle
THE SETUP Pre-Buy
THE MOVE
In Transit
THE PUSH
On Location
THE PLAY
Selection Process
THE WRAP
Point of Purchase
THE TAKEAWAY
Post-Purchase
Copyright © 2013 Chuck Martin
The M-Powered
Consumer Drives
The Process
The Mobile Shopping Life Cycle
THE SETUP Pre-Buy
Influence Points
Mobile Activities Before Visiting a Store
• 42% Check for sales
• 41% Look for competitive pricing at
Amazon
• 37% Look up store info
• 37% Browse an online store
• 28% Check inventory of product of
interest
Mobile Influence, MarketLive
Text more
Use the Internet more
Play more games
Use more applications
Listen to music
Watch video more
79% of smartphone owners use them to help while shopping
Influence Points
Smartphone Users:
Sources: From The Third Screen, Google /Ipsos
The
Anticipated
Buy
Rue La La
Mobile Opportunity: Video
• Mobile video traffic to account for
71% of all mobile data by 2016
• Largest mobile ad spend in 2016:
marketing apps, coupons,
streaming video, search
• 66% of tablet owners
download/view short videos
Sources: Cisco, PQ Media, Accenture
Mobile Opportunity: Video
• 45 million US smartphone owners
watch videos via mobile
• More than 1 billion mobile-
broadband subscriptions worldwide
• Mobile-broadband penetration 51%
in developed world
Sources: Nielsen, ITU
The Mobile Shopping Life Cycle
THE MOVE
In Transit
Copyright © 2013 Chuck Martin
Seekers &
Cruisers
Influence Points in Transit
Seekers
• Entered the post-
research phase
• Made up their mind
• Determined
destination
• Shared intent
Cruisers
• In continual
research phase
• Flexible on location
• Open to
suggestions
• Shared intent
Leveraging Location: Gas Buddy
Location Functionality: MapQuest
Travel: OnTheFly
Rising Expectations: Passbook
Rising Expectations: Passbook
Rising Expectations: Passbook
Deals: Campus Special
In-Transit Commerce: Fandango
Behavioral Changes: Utility
Cars: For Sale by Owner
Cars: Kelly Blue Book
Cars: Kelly Blue Book
Cars Info: Edmunds
App Functionality: Zippo
App Functionality: Zippo
App Functionality: Zippo
State of NFC (Near Field Communication)
Proximity Marketing: NFC in the UK
The Mobile Shopping Life Cycle
THE PUSH
On Location
Copyright © 2013 Chuck Martin
The State of Location
Influence Points on Location
Location Based Marketing
Vs.
Location Based Services
Interactions Become
Based on
Situational Relevance
• 2007: 1.8 Trillion SMS text messages sent
worldwide
• 2011: 7 Trillion SMS messages sent
worldwide
• 200,000 text messages every second
• US subscribers send 696 messages a
month
• US teens send 3,300 texts a month
• 2016: SMS to hit 9 trillion
Text Messages Live: SMS
ITU, Nielsen, Mobile Future Institute, Chetan Sharma Consulting, ABI Research
Behavioral Change: Walmart
Cars.com: On Location
Cars.com: On Location
Cars.com: On Location
The Mobile Shopping Life Cycle
THE PLAY
Selection Process
Copyright © 2013 Chuck Martin
NearBuy Marketing
Influence Points
Triggers
Mobile Technology Triggers
Location Mobile Technology Triggers
Mobile Technology Triggers
Mobile Technology Triggers
Scanning: ShopSavvy
The One-Tap Buy: ShopSavvy
The Mobile Shopping Life Cycle
THE WRAP
Point of Purchase
Copyright © 2013 Chuck Martin
Influence Points at Checkout
Checkout Opportunities: Shopkick
Influence Points: Rewards Cards
Influence Points: Rewards Cards
The State of
Mobile Payments
Facilitating Payments: Square, Payfirma
Facilitating Payments: Square Wallet
The One-Tap: Google Wallet
The One-Tap: LevelUp
The One-Tap: LevelUp
The Mobile Shopping Life Cycle
THE TAKEAWAY
Post-Purchase
Copyright © 2013 Chuck Martin
After-the-Fact Couponing
After-the-Fact Couponing
After-the-Fact Couponing
After-the-Fact Couponing
Mobilization Goes
End to End
Communicating: Groupme
The Mobile Shopping Life Cycle
THE SETUP Pre-Buy
THE MOVE
In Transit
THE PUSH
On Location
THE PLAY
Selection Process
THE WRAP
Point of Purchase
THE TAKEAWAY
Post-Purchase
Copyright © 2013 Chuck Martin
Customers Use of Mobile
The Mobile Disconnect
Corporate Resource Allocated
The Mobile
Marketplace Tiers Accommodating
Novice To Power User
–Communicate with customers via mobile
–Leverage SMS, MMS
–Mobile Apps, Mobile Web, Video
–Test & Learn
–Measure & Analyze
–Use Geo-location, Proximity Marketing
–Add Value to Customer Experience
–Resource the Effort
To Exert Mobile Influence
How will you
influence your
mobile
customers?
