Behind these mobile bursts are countless interactions, like texting a spouse with a carpool update, dropping a quick work email while waiting in the ATM line, or posting a Bermuda vacation photo to make friends jealous. These types of moments are a common part of life, but they’re not moments when we’re necessarily looking to engage with brands. And if a brand tries to butt in with a distracting or irrelevant message? Swipe. But in other moments, we’re very open to the influence of brands. These are the moments when we want help informing our choices or making decisions. For marketers, these moments are an open invitation to engage. And they’re the moments you have to be ready for.
68% Say they check their phone within 15 minutes of waking up in the morning 68% 30% Are willing to admit that they actually get “anxious” when they don’t have their phone on them. Millennials? They’re really attached. 30% 87% Always have their smartphone, At their side, day and night. 87%
If you want to win the hearts and minds (and dollars) of consumers in their I-want-to-know, I-want-to-go, I-wantto- do, and I-want-to-buy moments, you’ll need to do more than just show up. You need to be useful and meet their needs in those moments. That means connecting people to what they’re looking for in real time and providing relevant information when they need it. And with mobile, doing so is both more critical and more achievable than ever. Why? With mobile we’re able to add a rich understanding of context to consumers’ underlying intent. That context provides critical insights into consumer behavior—and therefore powerful clues for how you can be most relevant and useful for people in their moments of need.
To improve marketing in today’s mobile world, you have to nix the silos and unite incentives.
This will make measuring the whole consumer journey much easier.