Capitalizing on the Mobile Influences of Car Buying

transcript

Capitalizing on The Mobile Influence

of Car Buying

Chuck Martin

Mobile Future Institute

Moderator

Becky Ross

Marketing Manager

(303) 228-8753

bross@kpaonline.com

Chuck Martin

CEO, Mobile Future Institute

603-750-3020

chuck@MobileFutureInstitute.com

www.mobilefutureinstitute.com

Presenter

The Mobile Car Shopper By Chuck Martin

June 12, 2013

Chuck@MobileFutureInstitute.com

Twitter: @ChuckMartin

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

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

The M-Powered

Consumer Drives

The Process

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

Anticipated

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 MOVE

In Transit

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

Deals: Campus Special

In-Transit Commerce: Fandango

Behavioral Changes: Utility

Cars: For Sale by Owner

Cars: Kelly Blue Book

Cars Info: Edmunds

App Functionality: Zippo

State of NFC (Near Field Communication)

Proximity Marketing: NFC in the UK

THE PUSH

On Location

The State of Location

Influence Points on Location

Location Based Marketing

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

• 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

THE PLAY

Selection Process

NearBuy Marketing

Influence Points

Triggers

Mobile Technology Triggers

Location Mobile Technology Triggers

Mobile Technology Triggers

Scanning: ShopSavvy

The One-Tap Buy: ShopSavvy

THE WRAP

Point of Purchase

Influence Points at Checkout

Checkout Opportunities: Shopkick

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 TAKEAWAY

Post-Purchase

After-the-Fact Couponing

Mobilization Goes

End to End

Communicating: Groupme

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

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?

Chuck@MobileFutureInstitute.com

Twitter: @ChuckMartin

Capitalizing on the Mobile Influences of Car Buying

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