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Mobile Commerce Revolution, The: Business Success in a Wireless World
- By Tim Hayden, Tom Webster
- Published Oct 1, 2014 by Que. Part of the Que Biz-Tech series.
Book
- Sorry, this book is no longer in print.
About
Features
- Practical techniques and strategies for profiting from mobile commerce: covers everything from infrastructure to culture!
- Exclusive mobile marketing case studies from small businesses and large brands: never-before-told stories of pioneering successes in influencing purchase behavior
- Expert advice on integrating mobile, social, and other marketing initiatives
- A preview of the future of mobile commerce and mobile payments, including current industry player analysis, trends, and emerging applications
Description
- Copyright 2015
- Edition: 1st
- Book
- ISBN-10: 0-7897-5154-2
- ISBN-13: 978-0-7897-5154-6
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
Sample Content
Online Sample Chapter
The Mobile Commerce Revolution and the Current State of Mobile
Sample Pages
Download the sample pages (includes Chapter 1 and Index)
Table of Contents
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