Mobile Moments: Google on Building What’s Next
It's official: desktop search is dead. OK, well maybe not quite yet, but Google did make it known last week that smartphone searches have overtaken desktop searches in 10 countries, including the United States. This is big news, as it's long been speculated that this day was coming, and now we have confirmation from the Google gods.
So what does it mean for marketers? Well, while mobile optimized and mobile friendly are all well and good, even thinking mobile first is starting to not be enough. In an AdWords blog post last week, Google Vice President of Product Management Jerry Dischler laid out what the search engine is shaping the future of engagement to be: moments.
"Consumers, particularly on mobile devices, now have higher expectations than ever before," Dischler said. "They want everything right, and they want everything right away. This requires that marketers answer their needs in the moment, whenever and wherever they are." It seems that Dischler's words indicate a shift away from a platform-focused mentality towards one where the customer experience is key.
The rest of Dischler's blog post supported that hypothesis as well. Google plans on rolling out several new features to help mobile searchers be fulfilled at any given moment, including automotive needs, hotel bookings or even mortgage information.
The sea change towards more mobile and dynamic moments is going to be huge. Dischler says that the way things are headed "presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer's path to purchase." What do you make of all this? Let us know in the comments section below.
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