August 22, 2012
Yesterday, I had the pleasure of attending Day 2 of the Media Post Mobile Insider Summit, themed: “Evolution – Becoming Customer First in a Mobile-Centric World”. The Mobile Insider Summit is a great annual event that pulls together a true cross market mix of mobile professionals. The variety of professionals in attendance made for very interesting conversations and left me enthusiastic for the future of our industry as we turn our focus toward producing for today’s consumer’s actual behavior.
It was extremely evident, from privacy to purchasing, that the consumer is in control. On the automotive panel we not only discovered that mobile is a powerful tool for top of the funnel activities, but we also have a lot of work to do to improve mobile’s role in the new vehicle purchase and ownership experience. Mobile is not the silver bullet but an important marketing, communications and support tool for today’s consumer.
To address this challenge we discussed everything from virtual buying support at the car dealership, a type of mobile concierge service, to how to improve ownership communications via mobile applications and other services. Throughout the conversation we realized that no matter what tactics and strategies we implement today we have yet to truly discover how the next generation will make buying decisions with the technology at their fingertips. Nothing hit that point home more than Shopkick‘s findings: 2/3 of their app’s usage is from the couch, not in store, where the game changing application made buying a sport with check-ins and rewards. Overall, we have a lot to learn but one thing is certain — we have to focus on the consumer!
For more insight from the Mobile Insider Media Summit, view it online here.