A mobile user’s entire app journey can happen in a matter of moments sometimes in less than a minute. This mobile moment happened on a whim, and in a matter of seconds, went from introduction to potential sale. To engage the most users during mobile micro-moments, seize these four principles.
This mobile moment happened on a whim, and in a matter of seconds, went from introduction to potential sale. In fact, according to a recent Google study on micro-moments, 90% of smartphone users use their phone to make progress toward a long-term goal, or a multi-step process, in short bursts while “out and about.”
Mobile has hastened the customer journey and simultaneously broken it into many fleeting interactions. Marketers must be prepared to capture, respond and innovate in real time to ensure that touch-points are optimized from beginning to end.
On mobile, customers have higher expectations for timeliness and relevance than they do on desktop. At Leanplum, we’ve developed “digital reflexes” in which we automatically reach for our phone for need such as information, entertainment and personal connection.
The next challenge for marketers is to have marketing automation in place to reach users in an instant, especially because important interactions happen at a moment’s notice. During these mobile moments, immediate satisfaction trumps loyalty to a particular brand; whoever offers convenience and value will win the customer. Read more…