Mobile Influence: The New Power of the Consumer

by Chuck Martin

The explosion of mobile access across the globe has shaken the foundations of the traditional sales funnel, and businesses are scrambling to adapt and find new ways to tap into the market. For all their effort, many have failed to realize that the issue is not how to reach the customer where they are, but where they are going and their mindset at the moment. With the staggering growth in the use of mobile technology as both product research and purchase point, businesses have yet to fully understand the important role mobile devices play in the basic structure of the traditional shopping model and the new importance on linking behavior with location. With the death of the traditional sales funnel comes author Chuck Martin's new model, the Mobile Shopping Life Cycle. Based on the author's in-depth research, Martin has identified the six specific moments in the timeline of the sale which marketers must target effectively in order to reach the mobile buyer. From location-based marketing to mobile payment systems, Martin's model gives marketers access to the tools necessary to build a new sales framework that properly addresses the future of the market.

Genres: Business

256 pages, Kindle Edition

First published June 11, 2013

About the author

CHUCK MARTIN (Madbury, NH) is the Chairman and CEO of NFI Research, a top management research firm, and a highly sought-after speaker.

Reviews

[Hashem Ahmed · Rating 5 out of 5]

Insightful. This book covers the mobile shopping experience from start to end. It is a strategy book rather than technical. What I liked the most is the different approaches and methodologies that companies have been able to utilise the channel. Being still relevantly new, there are many changes that will affect the behaviour of consumers and the way that companies act on it. Highly recommended.

[Sakhhi · Rating 3 out of 5]

very general book. good part is examples bad part is too many examples. .at the end u feel lost and confused if u have learnt the concept or not and u got to go back to revise the same. just abt okay

[Chad · Rating 4 out of 5]

"Mobile Influence: The New Power of the Consumer" delivers insight into how mobile phones continue to change how consumers shop and buy. Martin provides case studies that businesses of all sizes can find useful.

[Tim Keneipp · Rating 3 out of 5]

Good if very general information. If you are looking for how technical details this is not the book for you.