Has the marked increase in the prevalence of mobile marketing begun to displace the traditional sales funnel with something more like an iterative sales cycle? To some extent (yet to be determined) it has. If you are a smart business person, you will apply this knowledge to your optimal use. If you normally read The Mad Marketing Tactics Blog, you must be an early adopter, lest you be tossed off of my guest list for the annual Caribbean get together [which does not really exist].
I received the following information on a news briefing from the American Press Institute in one of their June mailings:
OFFBEAT
Mobile has made customers' shopping pattern an iterative rather than a serial process (Harvard Business Review)
Mobile has made customers' shopping pattern an iterative rather than a serial process (Harvard Business Review)
With the rise of mobile devices, the traditional sales funnel is
no longer applicable and is being replaced by a “shopping life cycle”
because “consumers no longer go shopping, they always are
shopping.” Similarly in media, a single delivery channel and time for
news has been replaced by a personal cycle of news where readers are
piqued by a topic, then explore various channels when most convenient
for them.
---------------
Following are some additional bits of information which tend to support this shift in marketing habits (consumerism) which much be met with changes in marketing tactics, marketing strategy and the media mix expenditure and market expertise focus and allocation.
---------------
Following are some additional bits of information which tend to support this shift in marketing habits (consumerism) which much be met with changes in marketing tactics, marketing strategy and the media mix expenditure and market expertise focus and allocation.
+ Local mobile advertising expected to double in2013 (NetNewsCheck)
+ Media consumption in the future will be about simultaneous usage of multiple screens by consumers (MediaPost)
+ Choose a mobile strategy based on the quality of experiences and frequency of experiences (Harvard Business Review)
----------------In my opinion as the writer of The Mad Marketing Tactics Blog and of The InfoSphere Business Alerts And Intelligence Blog, I feel that this paradigm shift is real, and will grow in its dominance. the "fix" for sellers of services and products will have to incorporate the following aspects in terms of focus, emphasis and technological fluidity:
1) You must be increasingly mobile-friendly or actually mobile-based to accommodate the increase in tablets and smartphones. Your wares must be presented in a way that is friendly to the viewers' collective eye, must be easily device navigable, and must have a simple means to purchase and pay (with the necessary verifications) seamlessly and simply;
2) You must emphasize and promote the notion of automatic re-ordering, as well as the availability of text reminders about reorders and about sales, special events and new product or service developments. The idea is for the viewer/ consumer to have "things" that are automatically renewed and charged without thought or effort (if the item or service is not tremendously expensive) in a classical but technologically -advanced auto-renewal fashion. If the items are expensive or change from month to month, you must provide the customer with A) alerts, and B) a fast form [based upon the retention of a customer credit and shipping profile] to make ordering a select and click process; and
3) You must incorporate a subscription model and double-opt-in methodology in order to serve proven or motivated customers or clients rather than rely upon the rapidly-self-extinguishing model of the number of website visits and the percentage of conversions to sales;
The future of the marketing funnel is to be able to gain "subscribers" who become clients rather than to obtain potential one-time purchasers.
A sociological comment might be in order here; you might seriously look at having Millennials and your consumers who are tech-savvy be a part of your marketing tactics and strategy team, your focus groups, and your design contingent for product or service delivery.
As always, thank you for reading me, and for sharing these articles with your connections, colleagues and even CLIENTS (!) across you various social media channels by using your ever-growing arsenal of social media sharing tools and technologies.
Douglas E. Castle
Sponsored By:
CFI - CrowdFunding Incubator LLC
ICS - International Connection Services
Global Edge Technologies Group LLC
CFI Business Growth
Douglas E. Castle On LinkedIn - Join Me!
CFI - CrowdFunding Incubator LLC
ICS - International Connection Services
Global Edge Technologies Group LLC
CFI Business Growth
Douglas E. Castle On LinkedIn - Join Me!
#MadMarketing
***
