October 2014
Intermediate to advanced
208 pages
5h 42m
English
Overview
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