Defining Mobile Moments
Josh started as a researcher at Forrester 19 years ago. Recently, his research has focused increasingly on mobile use. Forrester has introduced the hashtag #MyMobileMoment for people to share the little victories they have using mobile technology every day.
For the past year and a half, Josh has been writing a new book, The Mobile Mindshift: Engineer Your Business to Win in the Mobile Moment, along with Ted Schadler and Julie Ask. The book is centered around mobile strategy, specifically mobile moments. A “mobile moment” is the time when a person pulls out his or her mobile phone to look for an answer or service. “If you’re there in that mobile moment,” Josh says, “you can gain their loyalty.” If not, you’ve missed a great opportunity because someone else will swoop in and create that mobile moment.
A mobile website is essential, Josh says, because it’s at the top of the funnel. More than half of the traffic his clients are seeing these days is mobile. The site spreads awareness about your product or service.
A mobile app, on the other hand, is for customers who are already further down in the funnel. Maybe they have already made a purchase and you want to keep them engaged long-term. “This is the ability to get people to interact more frequently and to develop a deeper relationship.” A great example of this, Josh says, is Columbia Sportswear’s What Knot to Do (in the Greater Outdoors) app.
This app can help you when you’re not connected to the internet and gives you real, concrete information related to Columbia’s products and in line with its customers interest without selling anything.
A lot of retailers are looking at mobile technology all wrong. Most purchases are not going to be impulse purchases, but mobile works really well for impulse purchases. Mobile commerce is not the right focus for many retailers. Instead, “they should think about the mobile device as a way they influence people.” The opportunity to influence has a much farther reach than mobile commerce does.
On the other hand, McDonald’s in France has had a lot of success with mobile ordering. (Which makes sense because fast food is usually an impulse purchase.) Each brand has to determine, based on its products and goals, what mobile strategy will make sense, and The Mobile Mindshift is great place to start!
Social Media Number of the Week: 154,200,272
At the time of recording, Shakira’s “La La La” video had more than 154 million views on YouTube. Now, the count is closer to 200 million. Sponsored by Activia in support of the World Food Programme, this video is the most-viewed single video associated with the World Cup.
Of all the brands using celebrity endorsements that Jeff surveyed, Activia was the only one who premiered the sponsored video on the account of the actual celebrity. (Nike-branded videos like “Winner Stays,” for example, were posted on the Nike YouTube channel.)
By putting their branded content directly onto Shakira’s channel, Activia was tapping into the millions of fans and subscribers that her content reaches. And by delivering great, Shakira-centered content, they were able to captivate those fans. This is celebrity endorsement at an entirely new level.
HelloFlo is the monthly subscription plan for period care packages. Their most recent video, “First Moon Party,” has been getting a lot of attention recently.
When a pre-teen girl pretends to get her first period, her mom punishes her for lying by throwing her a “First Moon Party,” complete with grandparents and coworkers.
The folks over at HelloFlo show us once again that you don’t have to dominate every channel to be heard. Simply putting together one really compelling piece of content to get your story out there can get a lot of notice for your brand.
See you next week!