The Mobile Consumer: Remapping the Pathway to Purchase

The mobile device has created a new breed of consumer: The Mobile Consumer. We have not seen this type of change in human behavior since the advent of the automobile. While the world wide web changed consumer behavior, it did not change human behavior the way mobile has. As a society, we are more aggressive, less vocal; we don't hesitate when pulling out our phones during meetings and dinners. We are starting to change our forms of communication; mobile-originated emails and SMSs often replace phone calls. This new mobile consumer is also affected by the real-world conditions surrounding them, especially the weather, and for the first time, has the ability to be in both the physical and digital world simultaneously.

So, how do we effectively handle this new consumer? The one who will wait in line to get into a store, but refuses to wait in line after getting inside? The one who has instant access to almost any information needed in the palm of their hands? The key is to understand that these new consumers require more intelligent, highly relevant communication and stronger engagement opportunities. Mobile 'touchpoints', such as QR codes, SMS, NFC and photo recognition allow us to instantly connect the consumer in the physical world to content in the digital world. They help turn otherwise static items, such as mailers and product packaging, into interactive experiences, extending the life of the items, and delivering a more enhanced experience to the consumer. Allowing these touchpoints to drive consumers to a tailored experience in real-time is one of the most powerful ways to successfully monetize the mobile channel.