Impulse conversion. That’s what I spent a lot of 2013 thinking about, as a consumer, as a marketer, and as a technologist. I think impulse conversion is the single most powerful and transformative aspect of mobile. For example, I was at AT&T buying my new iPhone last week and didn’t like their cases, so I went to Amazon on my new iPhone while the guy was checking me out on his tablet and within 90 seconds I’d selected a new case for my phone and it showed up at my house in 2 days. Impulse conversion. Another example, I was shopping at Abercrombie and Fitch on Black Friday (ok, yes it was 1am, don’t judge) and found a sweater that I had to have for 50% off, but the line was an hour long, so I jumped on my mobile, found the sweater online, purchased it and it showed up at my house a few days later. Impulse conversion. On the other hand, I was watching the news before work yesterday and there was an announcement that it was Colorado Gives Day, I thought to myself, I really should give $50 to this worthy charity for disabled athletes which they were featuring. I had full intent to do so, but then I finished getting ready, got my baby ready, got in the car, drove to work and the intent was totally forgotten until now and it’s Colorado Gives Day is over. Failed impulse conversion. In this case, the media and PR worked, stirring the emotion to give and creating intent, yay! But, without a bridge to help me convert that intent, I never fulfilled my impulse.
As marketers, we have a new opportunity with mobile as nearly all consumers in the US are walking around right now with a transacting device in their hands. Actually, the opportunity is even bigger than transactions, nearly all US consumers right now are walking around with an engagement-driving, relationship-building, experience-creating, data-enabling, promotion-activating, coupon-storing, social-connecting, transaction devices. So the opportunity goes way beyond driving interest and intent. We need to build bridges and stimulate engagement so that the intent is easily converted. Build bridges to the consumer through mobile activators and induce engagement through meaningful mobile experiences and offers.
If the intent is there, then the media worked, the advertising worked, the creative worked, and the campaign worked. Great job! But, the next and most valuable step is to cause conversion and measure it. Whether the conversion is tied directly to a transaction or to a meaningful engagement, our jobs are to build the bridge to the consumer. Make it easy for them to convert their impulse. If not, they’ll finish getting ready, get the baby ready and walk out the door.