How Mobile Devices are Changing Marketing
Featuring mobile marketing expert Chuck Martin, CEO of Mobile Future Institute and author of Mobile Influence: The New Power of the Consumer
The explosion of mobile technology has changed how and when consumers purchase, and has shaken the foundations of the traditional sales funnel. Businesses are scrambling to adapt.
Many marketers have failed to realize that the issue is not how to reach consumers where they are, but how to understand their mindset and where they are going. Businesses have yet to fully understand the critical role that mobile devices play in the basic structure of the traditional shopping model and the new importance of linking behavior with location.
With the death of the traditional sales funnel comes author and mobile expert Chuck Martin's new model—the Mobile Shopping Life Cycle. Based on in-depth research, Martin has identified the six specific moments which marketers must effectively target to reach today's mobile buyer. From location-based marketing to mobile payment systems, Martin's model gives marketers the tools necessary to build a successful new sales framework.
Join Chuck Martin and HBR on June 11 for a webinar that will change how your company approaches mobile marketing.
Chuck Martin is a New York Times Business bestselling author, Editor of the MediaPost mCommerce Daily, where he writes the daily MobileShopTalk column, and CEO of Mobile Future Institute. Martin has been a leading pioneer in the digital interactive marketplace for more than a decade.
He is the author of Mobile Influence: The New Power of the Consumer (Palgrave Macmillan), which details the revolution in retail and shopping behavior because of mobile and tablets. He also is author of The Third Screen (Marketing to Your Customers in a World Gone Mobile), in which he defines the implications, strategies and tactics for businesses to thrive in the mobile revolution, as well as The Smartphone Handbook.
The Mobile Future Institute is a U.S-based think tank that focuses on business strategies and marketing tactics for a world gone mobile. Martin is a bestselling book author of numerous books, including The Digital Estate, Net Future, and Max-e-Marketing in the Net Future (co-author). He is also former Vice President of Publishing and Advertising at IBM and was the founding publisher of Interactive Age, the first publication to launch simultaneously in print and on the Web.