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Mobile Influence; The New Power of the Consumer

Mobile Influence; The New Power of the Consumer

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The explosion of mobile access across the globe has shaken the foundations of the traditional sales funnel, and businesses are scrambling to adapt and find new ways to tap into the market. For all their effort, many have failed to realize that the issue is not how to reach the customer where they are, but where they are going and their mindset at the moment.  With the staggering growth in the use of mobile technology as both product research and purchase point, businesses have yet to fully understand the important role mobile devices play in the basic structure of the traditional shopping model and the new importance on linking behavior with location. With the death of the traditional sales funnel comes author Chuck Martin’s new model, the Mobile Shopping Life Cycle.  Based on the author’s in-depth research, Martin has identified the six specific moments in the timeline of the sale which marketers must target effectively in order to reach the mobile buyer. From location-based marketing to mobile payment systems, Martin’s model gives marketers access to the tools necessary to build a new sales framework that properly addresses the future of the market.
The explosion of mobile access across the globe has shaken the foundations of the traditional sales funnel, and businesses are scrambling to adapt and find new ways to tap into the market. For all their effort, many have failed to realize that the issue is not how to reach the customer where they are, but where they are going and their mindset at the moment.  With the staggering growth in the use of mobile technology as both product research and purchase point, businesses have yet to fully understand the important role mobile devices play in the basic structure of the traditional shopping model and the new importance on linking behavior with location. With the death of the traditional sales funnel comes author Chuck Martin’s new model, the Mobile Shopping Life Cycle.  Based on the author’s in-depth research, Martin has identified the six specific moments in the timeline of the sale which marketers must target effectively in order to reach the mobile buyer. From location-based marketing to mobile payment systems, Martin’s model gives marketers access to the tools necessary to build a new sales framework that properly addresses the future of the market.

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Publish date: Jun 11, 2013
Added to Scribd: May 02, 2013
Copyright:Attribution Non-commercialISBN:9781137278500

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10/01/2014

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mobile influence
Copyright © Chuck Martin, 2013.All rights reserved.First published in 2013 by PALGRAVE MACMILLAN® in the U.S.—a divisiono St. Martin’s Press LLC, 175 Fith Avenue, New York, NY 10010.Where this book is distributed in the UK, Europe and the rest o the world, thisis by Palgrave Macmillan, a division o Macmillan Publishers Limited, registeredin England, company number 785998, o Houndmills, Basingstoke, HampshireRG21 6XS.Palgrave Macmillan is the global academic imprint o the above companies andhas companies and representatives throughout the world.Palgrave® and Macmillan® are registered trademarks in the United States, theUnited Kingdom, Europe and other countries.ISBN: 978-1-137-27850-0Library o Congress Cataloging-In-Publication DataMartin, Chuck, 1949–Mobile inuence : the new power o the consumer / Chuck Martin.pages cmISBN 978-1-137-27850-0 (alk. paper)1. Electronic commerce. 2. Internet marketing. 3. Consumer behavior.4. Wireless communication systems. I. Title.HF5548.32.M3736 2013658.8’72—dc232012046812A catalogue record o the book is available rom the British Library.Design by Letra LibreFirst edition: June 201310 9 8 7 6 5 4 3 2 1Printed in the United States o America.
 
Contents
Acknowledgments 
ix Introduction 11 The Rise o the Mobile Shopper 72 The Setup: The Pre-Buy 393 The Move: In Transit 634 The Push: On Location 935 The Play: Selection Process 1236 The Wrap: Point o Purchase 1517 The Takeaway: Post-Purchase 1758 Marketing throughout the Mobile Shopping Lie Cycle 201Conclusion 227
Appendix: Mobile Penetration Exceeds Population 
231
Notes 
235
Index 
241

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