book

The Mobile Commerce Revolution: Business Success in a Wireless World

by Tim Hayden, Tom Webster

October 2014

Intermediate to advanced

208 pages

5h 42m

English

Que

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Why We Wrote This BookIt’s Not Just MarketingSo, What Is This Book About, Really?

Americans and SmartphonesMobile Around the WorldMobile CommerceBeyond the NumbersThe Bottom Line
What Does Behavior Have to Do with Marketing and Business?
Commerce and Marketing Collide
Bridging the Digital DivideThe Holistic Impact of Mobile TechnologyThe Mobile Accelerant
Intimate ExpectationsBuilding TrustTechnical Concerns
Mobile WalletsWhat Will It Take for Mobile Wallets to Be Successful?
The Denial ProblemThe Engineering ProblemThe Expense ProblemThe Patent ProblemWho Will Lead or Follow?Quiet Confidence
What’s Old Is NewMobile Integration in ActionBig Idea
What’s a CMO to Do with All This Data?Measuring Attention to Spur ConversionsDual ScreeningResponsible Use of Data
Leveraging User-Generated PhotographyVisual ListeningCapitalizing on Line-of-SightThe “Selfie”Managing a Visual Storytelling Program
Desktop BlindnessMobile Is a Busy PlaceThe “Listening” Challenge
Getting StartedAsking for Directions
Social - Local - MobilePaying for ActionThe Check-InCommerce Everywhere
“Don’t Waste My Time”Mobile Messaging
Generating Mobile Web Traffic
Hire a Mobile Strategist Before a Mobile TechnologistAim to Create Behavior, Rather Than Chase ItStay FluidBe Holistic in Strategy and PlanningNever Forget That the Device Is Personal—and PublicThink about All the Reasons Why Mobile Consumers Aren’t at Their DesksSubtract Before You AddIntuit: B2B MobilityMAVN and Torchy’s Tacos: If You Build It, They Will SpendAll Hands on Deck
Step 1: Fix Your WebsiteStep 2: Fix Your ContentStep 3: Fix Your Payment SystemStep 4: Don’t Forget That Smartphones Are PhonesStep 5: Consider Judicious Use of SMSStep 6: Optimize Your Emails for MobilityStep 7: Be Sure Your Offline Presence Is Ready for MobilityStep 8: Make Sure Your Video Is Mobile FriendlyStep 9: Make Sure Your Social Media Is MobileStep 10: Play Nice with Others
The Touchless Future

Content preview from The Mobile Commerce Revolution: Business Success in a Wireless World

10. Mobile, Media, and Data—Oh My!

The smartphone allows people to share nearly every aspect of their lives via text messages, email, social platforms, and yes, even phone calls. Whether you are an oversharer or not, it is not difficult to understand that a massive flow of data is coming from these devices, no matter who is using them or what they are sharing. For mobile marketing and mobile commerce to reach their full potential, businesses need to be able to collect, parse, and analyze these new data, and the contexts in which that data is generated. But first, a tangled mess of data and systems must be addressed before we can even begin to tap the potential of mobile data.

In Chapter 9, “Collaboration and Integration Are Critical,” we discussed ...