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微时刻可以使冲动性消费更为便捷,营销人员可以如何利用?制定移动战略所面临的最困难的事就是它要求营销人员具备新的思维方式。在移动领域的成功,取决于如何占据用户的移动时刻,无论是在用户正跨上自行车希望知道是否会下雨的时候,还是看到新闻促使用户卖掉苹果公司股票的时候。制定移动战略的关键,就是设计出能在这一个时间点提供准确、与环境相关的交互行为的APP或移动网站。首先,暂时假定你接受了上述观点,并且没有犯下试图让移动版网站或APP代替企业官网的致命错误。这些准备就
Micro moments can make impulsive consumption more convenient and how marketers can use it • The hardest thing facing mobile strategy is that it requires marketers to have a new way of thinking. Success in the mobile space depends on how you capture the user’s mobile moment, whether it’s when users are crossing a bike to see if it’s going to rain or seeing news that prompts users to sell Apple stock. The key to developing a mobile strategy is to design an APP or mobile website that provides accurate, environmentally relevant interactions at this point in time. First, let’s assume for a moment that you accept the above notion and have not committed any fatal mistakes in trying to get the mobile website or app to replace the corporate website. These preparations