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Digital Marketing > Week_6_IoT and Mobile Consumer Behavior > Flashcards

Week_6_IoT and Mobile Consumer Behavior Flashcards

1
Q

What is 3rd Internet ware

A

Desktop > Mobile > IoT

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2
Q

What is trend of connected devices?

A

Approx. 28-30 billion connected devices worldwide in IoT. Projected in 2025 to be 75 billion.
Current scenario includes smart cities, smart environment, smart energy, smart agriculture, E-health, Retail, logistics, industry control.

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3
Q

What are examples for business of analog to business of digital

A

printed vs. ebook, “typical” car vs. Smart Ca

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4
Q

The definition of IoT

A

Sensors and actuators embedded in physical objects linked through wired and wireless networks so internet enabled : “embedded internet”

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5
Q

What is first techo used for IoT?

A

RFID technology in 1999

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6
Q

How IoT works?

A

Five criteria: IoT devices; Routers/Gateway; Internet network; Data storage; Remote control

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7
Q

How business model evolute in the IoT?

A
  1. PRODUCT - Selling core products e.g. appliances, motors. Add the options to connect to the LoT-enabling this via RFID, WIFI. 3D printer also is product.
  2. PRODUCT + ANCILLARY SERVICES - With IoT enabled product, provide ancillary(辅助）services such as online monitoring, repair warranties, data analytics, auto-replenish-3D printer as an upselling.
  3. OUTCOME BASED - Get paid on output. Risker but more value.
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8
Q

IoT challenges and breakouts

A
  1. Hyper vs. Reality. Solution: Use cases e.g. industry maintenance.
  2. Lack of standards for billions of devices (not universal standard). Solution: IEEE working group and standard.
  3. Data overload. Solution: Artificial intelligence.
  4. Privacy issues. Solution: USA-mainly up to the good will of companies.
  5. Security. Solution: Blockchain.
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9
Q

Application on IoT of Tesla

A

3G cell connection.
Self driving has API and sensors for monitoring the environment.
Provide geolocation info.

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10
Q

What is AWS?

A

Amazon Web Services

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11
Q

What is advantage of Amazon Alexa-Echo?

A

Amazon has a big home court advantage.

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12
Q

What is criteria for Alexa-Echo?

A
  • Power shifting away from Brands e.g., have to pay Amazon to promote
  • Opens need for large Consumer Packaged Product companies (CPGs) to perhaps sell direct-perhaps band together
  • Major companies all investing in AI text &voice activated commerce, ebay, 7-11, etc. -may be able to leverage their mobile apps
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13
Q

1 in 5 smart speaker owners use voice commence

A

Added items to cart so you can review it later for purchase.

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14
Q

How amazon dominate the online shopping?

A

Majority product searches on the internet-(approx. 60%) start at amazon.com vs. search engines (around 30-35%)

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15
Q

How google conduct the online shopping?

A

Working with big retailers e.g., Walmart, Target, Costco, Home Depot, on commission model (vs. ads).

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16
Q

What is key drive for online purchase?

A

Home delivery and voice searches. Retailers see 30% increase in average order size with Google Express.

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17
Q

Google express features

A

Products delivered 1-3 days to your home by Google service.

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18
Q

What is trend of IoT and online purchase?

A

By 2022, it is forecasted that over half of all US households will have either an Amazon Alexa, Google Home, or other smart voice device. Consumers will continue to place orders via voice and are likely to buy from retailers that make the experience as easy as possible.

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19
Q

What are the six categories for wearable appliance？

A
  1. Lifestyle (smart watch, smart glasses)
  2. Entertainment (argument reality)
  3. Medical
  4. Fitness (device used for measuring heart rate)
  5. Gaming
  6. Industrial (Devices that help in Hands-Free and Remote operation)
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20
Q

Some use cases of Wearable Technology

A
  1. firefighters are being outfitted with a data- transmitting pill that can detect early signs of stress.
  2. Healthcare Insurance companies may offer policy discounts for members who quantify their healthy lifestyles by wearing fitness-tracking devices.
  3. On manufacturing floors, worker can view metrics for an equipment on a smart watch. AR overlays in a warehouse can guide a worker to find products.
  4. Field Installation, service and maintenance professionals are being outfitted with smart glasses to access documentation.
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21
Q

What are challengers for wearables?

A
  1. Overlap between smart watches and phones.
  2. Too many devices for one person.
  3. Limited battery life.
  4. Tend to be expensive.
  5. Usability for some tasks in small screen-voice.
22
Q

Privacy issues for IoT

A
  1. Personally Identifiable Information (PII) is protected by law
  2. Individuals must be informed that their data is being collected.
23
Q

What are four aspects that affect data collection?

A
  1. Choice- allow opt out (if they don’t agree, you can deny service if it makes business sense) hold separate options, yours vs. transfer to 3rd parties
  2. Security-reasonable efforts to protect
  3. Access-people must be allowed to see what is data is held and give them the ability to correct
  4. Enforcement-policies must be enforced
24
Q

What are mobile consumer behavior?

A
  1. Highly personal.
  2. Always checking with device
  3. Most usage for business, personal, vacation.etc.
  4. They have become more powerful, a Swiss Army Knife of things, e.g., replaced cameras, video, can live stream events, movies, etc.
25
Q

America growing smart phone addiction

A

18-29 mostly, then 30-49

26
Q

What are characteristics of adoption and buying behavior for apple user and android user?

A

Apple device owners however tend to be early adopters, have larger order sizes, and tend to buy more expensive products than Android users.

27
Q

LTV and device using relationship

A

Use web analytics package to look at your highest LTV segments and see what device majority use…may change but Apple up there.

28
Q

What do people normally use desktop?

A

Searches and website visits on desktop tend to be more exploratory (e.g., crash tests for new cars) and more likely used for mid to high dollar amount purchases

29
Q

What do people intent to use mobile?

A

On mobile, use and intent is more local, task and command oriented “find this:, “get directions to”.

30
Q

What is the No.1 out-of home place for smart phone user?

A

Retail location

31
Q

What are the four maturity stage of marketing

A
  1. Mass marketing (mass offers with no target; Limited customization of communication; Limited use of customer insight.)
  2. Segmented marketing (reveal segments in customer base. Diversify offers and cost optimization by segments.
  3. Event based marketing (Real time usage pattern recognition, triggered action).
  4. Contextual marketing, sometimes only for behavior advertising. (Using streaming information for real-time analytics.)
32
Q

The scenario of data analysis for marketing before AI

A

Pre-mobile: target market might have been segmented into 2-5 segments- based on their needs and wants, behavior, demographics, etc.

Data in the past was somewhat static, but with the advent of:

a) Mobile- e.g., consumers have with them most of the time
b) The ability to track users (e.g., GPS) and store large data sets
c) New infrastructure tools that allow almost real time processing of large data sets (e.g. Spark)
d) Statistical analytics software (e.g., SAS or R or Python)
e) Advent of machine learning.

33
Q

The scenario of data analysis for marketing after AI

A

Real time hyper- segmentation some call “contextual” (but that sometimes is used more for ad targeting):
• Hundreds of segments are now possible: marketers can set up rules or let AI create real time segments and offers
• We can now assign one individual into many segments within a single day based on changing parameters

34
Q

Mcdonald’s real time offer

A
  1. Hot summer day 90 degrees, Saturday at 2:30 pm
  2. Target is a 1-mile away from a McDonalds location and heading in that direction
  3. This event triggers target’s profile and analytics of their ordering history (used McD’s app which logged transactions)
  4. Prepares push notification message with an incentive based on past product and best incentive for that time of day
  5. When the car stops at a stoplight they are sent that push notification for their favorite Milkshake
35
Q

What are primary mobile interface points for awareness stage?

A

Using Mobile Web. Web sites are the foremost concern in the awareness phase.

36
Q

What are primary mobile interface points for engagement stage?

A

Still using mobile web. Mobile web sites remain the primary concern in the engagement phase.

37
Q

What are primary mobile interface points for conversion stage?

A

Start use Web and apps. Mobile web site maintain importance but apps become an appealing option.

38
Q

What are primary mobile interface points for Loyalty stage?

A

Use native apps.

39
Q

Base on four metrics. Comparing pure mobile website and pure mobile

A

Speed
Development cost
App store (not necessary for web, available for app)
Approval process(sometimes mandatory for app)

40
Q

Mobile friendly websites still very powerful

A

True

41
Q

Preference of task in mobile browser and app

A

Shop, search and entertain on mobile browser bigger than app.
Manage, information, navigate, connect on app bigger than mobile browser.

42
Q

What are basic types for mobile usage

A

Native application
hybrid application
Web application

43
Q

Features of native application

A

• Fast and best UX-works offline
• Leverage phone features (e.g., camera, geolocation)
• App store OS, Android and
Windows-need to create an app for each OS-level of security
• More expensive to develop
• Hassle with new versions or
changes and potentially supporting multiple versions

44
Q

Features of hybrid application

A 
• Performance and UX not as good as native app-works offline
• Leverage phone features (e.g., camera, geolocation)
• Can be added to an app store
• Cost is lower than native --tweak to
work on different app OS platforms vs
building from scratch
• No icon on mobile “desktop”
• Wide spectrum of types -e.g., hybrid
from Google PWA-faster hybrids
45
Q

Features of web application

A
  • Fast online but does not work offline
  • No access to a mobile device’s features such as camera
  • Easier and cheaper to build (html 5, JS,CSS) & maintain
  • No store to submit-downside people may not know it exists
46
Q

What is the average number of apps used per day in US?

A

8-10 range. 2.5hrs per day average

47
Q

What are top 4 mobile app categories that customers spend most time on them?

A

social media, music, video, pictures, messenger and gaming-keep

48
Q

The unique metrics for mobile apps

A 
Numbers of downloads.
Daily active users (DAU)
Monthly active users daily (MAU)
Sessions per DAU (time spend on app)
Retention measured by day/week/month
Stickiness (DAU/MAU)*100
49
Q

Some critical factors for conducting app

A
  • Stickiness is closely tied to UX which starts with the design and a customer experience journey mapping
  • There are some wire framing tools tailored for mobile apps, see appendix
  • More consideration for “space distribution: finger interaction to avoid “fat finger clicks” e.g., different ways to fill out forms
  • Determine the screen flow order (hierarchy) based on content prioritization
  • Consider the interaction with API phone functionality (e.g., camera)
50
Q

Issues for On deck and off deck app

A

On deck more likely to used but hight cost & if too many preloaded and no brand recognition.

51
Q

Popular mobile wire-framing tools

A
  1. Cacoo
  2. Concept.ly
  3. Creately
  4. Framer
  5. Indigo Studio 6. Mockingbird 7. Solidify

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