Mobile: Be There or Be Square
Or worse — be irrelevant. When 68 percent of people are checking their phones within 15 minutes of waking up, there’s a huge world of opportunity for mobile marketers. So much so that Google has taken to calling it an entirely new “marketing landscape.” And while mobile has definitely become a bigger part of the marketing mix, in a new report — "Your Guide to Winning the Shift to Mobile" — Google claims that “micro-moments” are about to become virtually everything.
Whether or not you’re about to divert your entire marketing budget into mobile, however, it might be useful to know a little bit about the four types of micro-moments where you can meet your prospects during their mobile lifestyles. Think in terms of I-Want-to-Know moments, I-Want-to-Go moments, I-Want-to-Do moments and I-Want-to-Buy moments. Each of these would seemingly fall at a different point in the funnel, from the very early stages of curiosity, through the times when your customer or prospect is researching or going to purchase.
Says Google, “Thinking about these intent/context combinations will not only help you identify more specific micromoments to go after, but it will also encourage ideas for how to be most useful with your content, ad messages and app functionality when you are there.”
So be there, in that micro-moment, or be square, marketers.