time pressure behavioral science considerations for mobile marketing
TRANSCRIPT
Time pressure: Behavioral Science
Considerations for Mobile Marketing
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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
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Tom Robert
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Meet Robert
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Meet Tom
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Understanding Time Pressure in customer experiences
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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.
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“Time pressure narrows the consumer's focus, giving the marketer only a brief moment to grab their attention and direct their choices.”
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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
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Meet Robert
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Meet Tom
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What does this mean for mobile marketers?
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On-the-Go
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People pursue big goals in small moments.
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Asking for advice?
•Be there•Be useful•Be quick
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Be thereBe there across all stages of customer journey map, not only when they’re ready to buy
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Be usefulIf you want to win the hearts and minds (and dollars) of consumers you’ll need to do more than just show up.
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Be quickI want it now!
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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.
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Thank you!@EmyJamalian