More often than not, mobile is the first screen in the customer experience;—in fact it’s also often the second screen and the third. However, when it comes to digital marketing and e-commerce transactions, too many businesses still prioritize desktop based web strategies over innovating for mobile-first opportunities to engage customers in new ways.
Mobile’s role in the digital marketing ecosystem shouldn’t be treated as a portable version of the desktop website. Smartphones serve as the go-to device for millions of consumers and they are cultivating new behaviors and expectations among connected consumers. Mobile is reshaping how consumers search for solutions and make decisions about products and brands with every tap, pinch and swipe; Google categorizes these new experiences as “micro-moments.”
Micro-moments are the critical touch-points within today’s consumer journey, think about how often you reach for your smartphone during the day to complete a common task such as: I want to know, I want to go, I want to buy, and I want to do moments.
When you think about it from this perspective, it becomes clear that mobile behavior represents an entirely new marketing opportunity that doesn’t fit into the traditional rules and requires a fresh (and different) approach to advertising, content marketing, engagement, and media buying. It’s all about creating and delivering experiences that are relevant, engaging, and move mobile customers from point-to-point along the purchase/decision journey.
Each micro-moment is an intent-driven moment used to gather information, visit businesses, and to make purchase decisions. The consumer journey has been fractured into hundreds of tiny decision-making moments along each stage of the “funnel.” We no longer rely on long sit-down sessions at our desk to make decisions. We reach for our mobile devices to take action on whatever we need or want to know right now.
Micro-Moments: The New Battleground
Today’s customer is far more loyal to their need in the moment than to any particular brand—”65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information.”
This information makes micro-moments the new battleground for brands and makes it essential to think mobile first.
- Be there. Identify, anticipate and commit to “being there” when the micro-moments for your industry occur.
- Be useful. Make sure you’re relevant to the consumers’ needs in that moment and connect people to the content that answers their questions.
- Be quick. Mobile users want to know, go, and buy quickly—make sure your mobile experience is fast and frictionless.
The stakes have never been higher and now is the time to build and implement a mobile first omni-channel strategy.