The explosion of mobile access across the globe has shaken the foundations of the traditional sales funnel, and businesses are scrambling to adapt and find new ways to tap into the market. For all their effort, many have failed to realize that the issue is not how to reach the customer where they are, but where they are going and their mindset at the moment. With the staggering growth in the use of mobile technology as both product research and purchase point, businesses have yet to fully understand the important role mobile devices play in the basic structure of the traditional shopping model and the new importance on linking behavior with location. With the death of the traditional sales funnel comes author Chuck Martin's new model, the Mobile Shopping Life Cycle. Based on the author's in-depth research, Martin has identified the six specific moments in the timeline of the sale which marketers must target effectively in order to reach the mobile buyer. From location-based marketing to mobile payment systems, Martin's model gives marketers access to the tools necessary to build a new sales framework that properly addresses the future of the market.
"Chuck's perspective on the influence of mobile is spot-on. Mobile begins with the consumer, and it is changing the future of retail and commerce. He provides a great outline for companies looking to build a mobile strategy that capitalizes on the most important aspect of the path to purchase: the shopper."
John Caron, Vice President, Marketing, Catalina
"With research and real-world cases, Chuck paints a vivid picture of the current and future state of mobile marketing, and in so doing, conveys the tremendous urgency marketers should feel about getting up to speed fast to unleash the tremendous power of mobility."
Tim Reis, Head of Mobile & Social Solutions, Google
"As a retailer, it is critical to have a reliable authority on mobile technologies. For me, that person is Chuck Martin."
