Let there be no doubt: mobile should be prominent in every digital strategy today. Actually you should even start all reasoning from "mobile first". But the concept "mobile" is not a technology, nor is it a specific device with it's specific screen size. Mobile stands for the fundamental change in the decision making process of consumers. Using this insight as the base of all your strategies will deliver results. We dig deeper into this strategic approach during this presentation.

1. How mobile influences
the customer journey

4. Mobile is not a device

5. It’s a behaviour

6. Mobile is freedom.

7. Freedom to act upon an impulse.

9. If marketing has one goal,
it’s to reach consumers at the moments
that most influence their decisions.
McKinsey & Company

10. the consumer
has changed

12. supplier
problem
solution
product

13. Awareness 1
(Passive consideration)

14. problem
solution
product
supplier

15. Help me!
I need a

18. Help me!
I need a

20. problem
solution
product
supplier
supplier
problem
solution
product
Yelling Helping

21. OLD: Sales Funnel
1 Awareness 2 Filtering
(Passive consideration)
(Active evaluation)
company-driven touch points
consumer-driven touch points
3 Closure
(Final decision)

22. NEW: Customer Decision
Journey
1 Awareness 2 3 Closure
(Passive consideration) (Active evaluation)
(Final decision)
company-driven touch points
consumer-driven touch points
Research

24. 1 Awareness 2 Research 3 Closure
(Passive consideration) (Active evaluation)
(Final decision)
company-driven touch points
consumer-driven touch points
NEW: Customer Decision
Journey

25. Context transforms spam into information
spam advertising info
less context more context
Context = the way to break through the banner
blindness of our customers.

26. Contextual filtering
Predictive models draw
information from three
main environments.

27. Quantified
Analytics Source
User
Technology
World
Site behavior
of visit
Self
Device
Internet of
Things
Time
Place
Movement
Weather
Wearables,
responsive design
Connection
contextual (aware)
design

28. 1 Awareness 2 Research 3 Closure
More context = less clutter

31. B Influence

32. B
Help B
Inform
Inspire
…

33. Real life example
• Young guy
• Small family
• Not a lot of time
• Extremely good looking

39. Adidas’ context based
‣ store finder
‣ promotions

40. promotion screen

41. Context based
promotion screen
+
=

42. Context based
promotion screen
+
=

43. One col list

45. I am always online.
I expect instant relevant feedback.
And I am no longer listening to your broadcasts.

46. 5 Take-aways
1. Talk to your customer. Don’t yell.
2. Map all your touch points and question them.
3. Explore the possibilities of hyper targeting.
4. Become a device agnostic thinker.
5. Add context to your CRM data.

47. Thank you!
Questions?
david@wijs.be