The Art of Mobile Persuasion: How the World's Most Influential Brands are Transforming the Customer Relationship through Courageous Mobile Marketing

189 Pages·2015·1.34 MB·English

by  Jeff, Hasen

THE ART OF MOBILE PERSUASION
Table of Contents
The Art of Mobile Persuasion
Introduction
The Mobile Universe
Personalization
Retail
Trust
Customer Journey
Machine Vs. Human
Where Are We With Mobile?
New Technologies
How to View Innovation
New Breed of Marketer
Epilogue
Notes
Acknowledgements
The Experts
About the Author
The Art of Mobile Persuasion
How the World’s Most Influential Brands are Transforming the
Customer Relationship through Courageous Mobile Marketing
Featuring interviews with the world’s leading mobile marketing
executives, from Coca-Cola and REI to Google, Lord & Taylor and
more.
Copyright © 2015 by Jeff Hasen.
All rights reserved. No part of this publication may be reproduced,
distributed, or transmitted in any form or by any means, including
photocopying, recording, or other electronic or mechanical methods,
without the prior written permission of the publisher, except in the
case of brief quotations embodied in critical reviews and certain
other noncommercial uses permitted by copyright law. For
permission requests, write to the publisher:
This book is dedicated to my wife, Kathryn, who saw something
in me and in us that changed my life; to my mother, who forever has
had my back; and to the memory of my father, who powers me
forward and is with me always.
Introduction
The Big Relationship
This is a book about relationships.
And unlike the 314,011 other titles on Amazon that attempt to
provide insights on him or her, on love and marriage, this is a book
about the one relationship many of us prize above all others:
The one we have with our mobile phone.
Yours may look the same as someone else’s. You may share a
case, or a ringtone. But with more than three million apps available
for download – and 1,000 being added to the Apple App Store every
single day – it’s likely that you’ve tricked out your device differently
than your neighbor’s, and differently than mine.
You’ve also placed bookmarks on your favorite web pages.
You’ve added your must-see videos and photos. And you’ve likely
created a one-of-a-kind homescreen – the picture of your son at his
first birthday party, or the King Charles Cavalier Spaniel wearing a
“12th Dog” jacket to cheer on your beloved Seahawks.
“People don’t have a relationship with a television set or their
computer,” longtime adman Hank Wasiak told me. “Maybe they do
with their car. Maybe. But they all have a relationship with their
device. It is part of them.”
No surprise that brand marketers like us are desperate to get in
on the action. But will consumers let us in? If two is company, does
three create a crowd? Is it possible that marketing could enhance
this vital relationship, improving the mobile experience for the user
by providing value? And is that what the wireless device owner
wants? At what price – for us and for them?
The Big Challenges
The number of smartphones sold worldwide in 2014 exceeded
1.2 billion. Adults in the U.S. spent 23 percent more time on mobile
phones during an average day in 2014 than in 2013. Brands know
that the channel provides unmatched opportunities. Google’s Jason
Spero believes that we as marketers are now in the “urgency”
phase. The time to act is now.
But we have more than a small list of challenges. Among them:
Even if a consumer invites us into their mobile lives,
how are we brands to operate? Standing in the
doorway like strangers hawking wares from door to
door? Or like old friends who put their feet on the
furniture and stay all night?
And how do we handle user expectations? I’ve never,
ever had a meatball sandwich from your quick-service
restaurant, but you, Meatball Marketer, should know
from my purchase history that my diet is vegetarian.
So why am I still getting those damn meatball ads?
What about the customer journey? If I’m looking at an
Armani tie online tonight, should you target me
tomorrow when I’m near Nordstrom? What’s personal
and what’s creepy?
How does the ever-increasing “self-sufficient” mobile
shopper force us to re-shape our definition of
differentiated customer service?
What’s the role of today’s marketer? Are we
replaceable by mechanized data parses and auto-
targeting?
I told you the challenges weren’t small. If you’re reading this, you
know how big they are, and how large they loom – present in every
meeting, hovering over every budget decision, and haunting every
campaign.
Big Thinking
They’re big challenges. But they’re ours to conquer. But only if we
think big.
I visited some of the brightest minds in mobile, marketing and
business, seeking answers the toughest questions facing marketers
in the mobile era. Answers came from Google, The Coca-Cola
Company, REI, ESPN, Lowe’s, Expedia, Lord & Taylor, and more.
This book is built on their discoveries. The insights gleaned and
lessons learned are for all of us who have mobile-fueled aspirations
to bring a brand closer to the customer.
Some of those bright lights will talk to us about innovation – how
to define it, how to enact it, how to sell it into organizations, how to
deliver it, and where to look next in a mobile world that is constantly
changing. Others will talk about the central values that guide us
through uncharted territory. Things like Satisfaction, Dreaming,
Motivation – three that Spero holds up as the deep reasons we all
use mobile in the first place. Still others will inspire us to embrace
the winds of change to become marketers equipped to act on these
new paths to persuasion.
One of those interviewees, Tom Daly, a senior executive from
Coca-Cola, told me that he won’t rest until every consumer on the