Mobile phones have forever changed the way people live and it’s forever changed what they expect of your company & your brand. They have fractured the consumer journey into hundreds of real-time, intent-driven micro-moments throughout the day. Each moment provides an opportunity for you to connect with and shape a customer’s decisions and preferences.

Micro-moments are critical touch points within a consumer’s journey and when added together, they ultimately determine how that journey ends. Examples of micro-moments include researching a product in-store (very often comparing online prices to instore prices), finding the nearest restaurant or perhaps buying movie tickets while sitting in a taxi. We’re sure you do this too. It’s just so easy to whip out your smart phone now, search for the same product online, see if it’s cheaper somewhere else or see what ratings the product or business has before making a decision. Mobiles phones are so dramatically changing the way we operate as a consumer that it really isn’t necessary to add a mobile strategy to your Digital Marketing Strategy – It’s imperative.

Immediate Action: Consumers can now act on any impulse at any time, taking immediate action whenever they want to learn, find, do, or even buy something.

Demand for Relevance: When consumers act on their immediate needs, their expectations are high and their patience is low. No mobile friendly site? No visibility on mobile search results? Then kiss your relevance goodbye. Think about what you do when you land on a site that is so difficult to navigate on your phone or tablet. You go to the next place, you click the dreaded “back” button! So why do you expect a Google searcher to do anything else?

Loyal to Needs: Consumer preferences and purchases are shaped in the micro-moments. Ultimately, the brands that do the best job of addressing consumer needs in each moment will influence the consumer the most. It is important for you to be there when your customers need you.

“Over 83% of shoppers turn to their smartphone to influence a purchase decision while in a store.”

– Google

Smartphones and Mobile Marketing are one of the biggest opportunities for companies to connect with consumers, and grow their brand and revenue. Best of all, it is currently a very cost-effective marketing opportunity for businesses – but this window of opportunity is closing.

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