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

12. Mobile Listening and Response

It is entertaining to hear debates between marketers on which channel or media is better to use to reach and convert an ideal audience. Some want to argue social against mobile and vice versa. Tim has often been called upon to defend a stance that someone other than he has made in such debates. One of Tim’s former colleagues would tell him, “You don’t need to worry about Facebook and Instagram. Those are social media concerns, not mobile.” Such conflicts and dismissals may be justified in some minds, yet it is wrong to separate the two. Like peanut butter and chocolate (or jelly for some people), social and mobile live in harmony. In fact, mobile is redefining the future of social media on a daily basis.