time pressure behavioral science considerations for mobile marketing

Time pressure: Behavioral Science

Considerations for Mobile Marketing

@EmyJamalian

General stages in customer journey

considering a

category or a

product.

evaluating and making compari

sons

Buying After purcha

se

General stages in customer journey

Considering a

category or a

product.

evaluating and making compari

sons

Buying After purcha

se

General stages in customer journey

Considering a

category or a

product.

Evaluating and making compari

sons

Buying After purcha

se

General stages in customer journey

Considering a

category or a

product.

Evaluating and making compari

sons

Buying After purcha

se

General stages in customer journey

Considering a

category or a

product.

Evaluating and making compari

sons

Buying After purcha

se

With mobile, we're often making decisions while multitasking

@Emyjamalian

Tom Robert

@Emyjamalian

Meet Robert

@Emyjamalian

Meet Tom

@Emyjamalian

Understanding Time Pressure in customer experiences

@Emyjamalian

@Emyjamalian

Wright, P. (1974).The harassed decision maker: Time pressures, distractions, and the use of evidence.Journal of Applied Psychology, 59(5), 555-561. doi:10.1037/h0037186.

@Emyjamalian

“Time pressure narrows the consumer's focus, giving the marketer only a brief moment to grab their attention and direct their choices.”

@Emyjamalian

@Emyjamalian

Svenson, O., Edland, A., & Karlsson, G. (1985). The effect of verbal and numerical information and time stress on judgments of the attractiveness of decision alternatives. In L.B. Methlie & R.

@EmyjamalianEntin, E. E., Serfaty, D., & Alphatech Inc., Burlington MA (1990).Information gathering and decision making under stress.

Time pressure and mobile decision-making

@Emyjamalian

Meet Robert

@Emyjamalian

Meet Tom

@Emyjamalian

What does this mean for mobile marketers?

@Emyjamalian

On-the-Go

@Emyjamalian

People pursue big goals in small moments.

@Emyjamalian

Asking for advice?

•Be there•Be useful•Be quick

@Emyjamalian

Be thereBe there across all stages of customer journey map, not only when they’re ready to buy

@Emyjamalian

Be usefulIf you want to win the hearts and minds (and dollars) of consumers you’ll need to do more than just show up.

@Emyjamalian

Be quickI want it now!

@Emyjamalian

Eliminate steps

Anticipate needs

Load like lighting

Eliminate steps

Anticipate needs

Load like lighting

Eliminate steps

Anticipate needs

Load like lighting

Eliminate steps

Anticipate needs

Load like lighting

The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers' needs in these micro-moments.

@Emyjamalian

Thank you!@EmyJamalian