Observed Signal · Oct 28, 2024 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Mode Maps: New Framework for Consumer Shopping Behavior
This CMSWire article introduces 'mode maps' as a framework for understanding consumer shopping behavior. It argues that consumers adopt different mental and behavioral modes in various situations, many unrelated to shopping, and that companies can leverage contextual data (location, time, weather) to identify these modes and tailor marketing. The piece outlines a three-stage process: Assess, Discover, and Define. It highlights a Red Roof Inn case study where weather and flight data were used to target travelers facing flight cancellations, yielding significant lifts in mobile bookings, conversion rates, and click-through rates. The article contrasts mode mapping with traditional linear purchase journey maps, emphasizing that it captures non-shopping contexts that drive purchases.
Presents a strategic framework for leveraging contextual data in advertising and CX, relevant to AdTech but not a major industry event.
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Key Takeaways & Evidence Grounding
- Red Roof Inn achieved a 266% increase in non-brand mobile bookings using contextual targeting.
- Red Roof Inn saw a 650% increase in share-of-voice for key travel search queries.
- The article introduces a three-stage framework: Assess, Discover, Define.
- Mode mapping focuses on consumer situations and mindsets rather than traditional linear purchase journeys.
- Red Roof Inn reported a 375% increase in conversion rate from the contextual campaign.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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43% of Consumers Would Pay More for Guaranteed Human Support
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