Mobile Influence The New Power of the Consumer

ISBN-10: 1137278501
ISBN-13: 9781137278500
Edition: 2013
Authors: Chuck Martin
List price: $28.00 Buy it from $3.00
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Description: 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  More...

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Book details

List price: $28.00
Copyright year: 2013
Publisher: St. Martin's Press
Publication date: 6/11/2013
Binding: Hardcover
Pages: 256
Size: 6.50" wide x 9.75" long x 1.00" tall
Weight: 0.946
Language: English

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.

Meagan Johnsonis a generational expert and professional speaker.Larry Johnsonis a corporate cul ture expert and professional speaker. Together, as the Johnson Training Group, their clients include American Express, Harley-Davidson, Nord strom, Dairy Queen, and many others.Chuck Martinis the Chairman and CEO of NFI Research, a top management research firm, and a highly soughtafter speaker.Richard Guareis a neuropsychologist and the Director of the Center for Learning and Attention Disorders.Peg Dawsonis a psychologist at the Center for Learning and Attention Disorders. Together they are the authors ofSmarts(9780814414071).

Acknowledgments
Introduction
The Rise of the Mobile Shopper
The Setup: The Pre-Buy
The Move: In Transit
The Push: On Location
The Play: Selection Process
The Wrap: Point of Purchase
The Takeaway: Post-Purchase
Marketing throughout the Mobile Shopping Life Cycle
Conclusion
Appendix: Mobile Penetration Exceeds Population
Notes
Index

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