6 Steps to Mobile Commerce Success

Native to the mobile channel is that it's both Personal as well as Ubiquitous. Integrating online and offline media and commerce opportunities is key to leveraging the next wave of digital disruption.

Great stuff, love the hype.. but how do I get this -done- in my silo'ed enterprise marketing environment?

Follow these steps that align your marketing, sales and IT organizations through focussing on your customer; wherever she is; however she choses to engage with you.

Transcript

1. 2014 Adobe Systems Incorporated. All Rights Reserved.
2. 2014 Adobe Systems Incorporated. All Rights Reserved.
3. 2014 Adobe Systems Incorporated. All Rights Reserved. e-Mail Websites eCommerce User Generated Content Online Communication & Collaboration Social Networks Co-Creation Crowdsourcing Mobile Commerce (Wearable) Internet of ‘Things’ Omnichannel Augmented Reality Geosocial Networking Location Based Marketing
4. 2014 Adobe Systems Incorporated. All Rights Reserved. Research Online then Purchase Offline Research Offline then Purchase Online
5. Fact finding narrow scope Informal Advice Gathering In-store Test Drive Choice Confirmation Deal Hunting Purchase Service & Support 5 Enable Customers to find the right PC fit for their needs Optimize the PC aisle to inspire purchase choice Demo PCs come to life w/Blue Shirt engagement Highlight special offers and promos Provide compelling financial options Promote loyalty with services and confidence with training Promote PCs through key destinations - social media 77% Online Experiences In Store Experiences
6. 2014 Adobe Systems Incorporated. All Rights Reserved. Research Online then Purchase Offline Research Offline then Purchase Online Research Online while Purchasing Offline Research Offline while Purchasing Online Research Online then Research Offline then Purchase Online then Return Offline
7. Fact finding narrow scope Informal Advice Gathering In-store Test Drive Choice Confirmation Deal Hunting Purchase Service & Support Integrate Social, Local & Mobile Marketing Online Marketing Offline Marketing Integrate Offline with online Advertising Incorporate Aisle or SKU with Analytics & Optimization Augment the Staff engagements w/ social feeds Local Mobile Activation through Discount / Game Link inventory to mobile, match Online Payment Convenience Mobile Loyalty, Social Media Webcare
8. 2014 Adobe Systems Incorporated. All Rights Reserved.
9. 2014 Adobe Systems Incorporated. All Rights Reserved.
10. 2014 Adobe Systems Incorporated. All Rights Reserved. 1. An exaggerated, inexplicable, and illogical fear being without a mobile device, power source, or service area “Want to go camping in the canyon?” “No, I have nomophobia” 2. Fearing someone may be looking at private information on your phone if you are not holding it “Can I borrow your phone?” “No! I am nomophobic”
11. 2014 Adobe Systems Incorporated. All Rights Reserved. Get it?
12. 2014 Adobe Systems Incorporated. All Rights Reserved.
13. 2014 Adobe Systems Incorporated. All Rights Reserved. Asset To
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18. 2014 Adobe Systems Incorporated. All Rights Reserved.
19. 2014 Adobe Systems Incorporated. All Rights Reserved. Who? How? Push Pull
20. 2014 Adobe Systems Incorporated. All Rights Reserved. • Six million subscribers (23% of total) • 300K coupons sent for 50% off a coffee • 14% redeemed the coupons • 93% of users said they recalled the ad • 33% said increased purchase intent
21. 2014 Adobe Systems Incorporated. All Rights Reserved. How?
22. 2014 Adobe Systems Incorporated. All Rights Reserved.
23. 2014 Adobe Systems Incorporated. All Rights Reserved.
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27. 2014 Adobe Systems Incorporated. All Rights Reserved. Mobile In Store Video Out of Home Web Social
28. 2014 Adobe Systems Incorporated. All Rights Reserved. *2010 vs. 2009
29. 2014 Adobe Systems Incorporated. All Rights Reserved.
30. 2014 Adobe Systems Incorporated. All Rights Reserved. What? How? Points, Kickbucks, Badges Exclusive Privileges Offers, Daily Deals, Specials, Coupons Mobile Payment
31. 2014 Adobe Systems Incorporated. All Rights Reserved. Measure Offline ROMI Mobile Loyalty & Brand Activation eCRM 360⁰ Customer View Read “The Thank You Economy” Retain Loyalty reward Redemption Sales ----- NFC QR POS Digital Wallet Transact In Shop Local Print Ads Out of Home Online Mobile Ads Creative Campaign ---- Game Dynamics Social Interaction Staff training Attract & Engage Local-social media analysis Platform merchant dashboards Benchmarking, trends, user influence, reputation Location of Google search, Tweets Crowdsourced field research Listen User check-in Merchant indoor positioning Carrier positioning Ad network targeting Locate Locations to platforms Products to online assets Inventory to mobile platforms Staff to social media Link RETAILERS BRANDS
32. 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe® Creative Cloud™ Adobe® Marketing Cloud
33. 2014 Adobe Systems Incorporated. All Rights Reserved.