Every movement begins with a moment.
How often do you check your smartphone on a normal day? Do you remember times when you’ve gotten in an elevator and then taken out your phone for no particular reason? How about when you’re watching TV and a commercial comes on (if you aren’t fast-forwarding through the recorded show or streaming Netflix, mind you)?
According to the stats I’ve read, the average user checks his or her phone between 110 and 150 times per day. Suffice it to say that our phones are never out of arm’s reach. For brands, that translates into a huge opportunity: Your audience is available pretty much every second of every waking hour to experience a “mobile moment.”
Forrester defines a mobile moment as a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. As a brand, you must be instantly available or top of mind during these mobile moments because these smartphone users — these already-engaged consumers — could be ready to shop, research, explore, interact or buy, right then and there.
Many of us in the marketing industry know the customer journey well by now. At least, what it used to be. Every customer goes through the steps of awareness, consideration, purchase, loyalty and advocacy. But those steps are no longer linear or circular (or any other definable shape, for that matter). Customers now have the choice of creating their own personal journeys, moving when and where they want along the way. And that’s especially true with the mobile moment.
Mobile moments can happen anywhere, any time. Yet every moment can help advance the customer through his or her shopping process. Take Denise, for example. She’s waiting for her teenage son, Bobby, to get out of his doctor appointment. She knows she’s going to have stop by the store to pick up his medicine, so she decides she’ll do her grocery shopping at the same time. She pulls out her phone and starts building a shopping list. While browsing, she sees an ad for a product that she can use to make several different recipes throughout the week. Perfect, she thinks to herself, and she adds that brand name to her list.
Meanwhile, Denise’s husband, Eddie, is waiting for their daughter, Sally, to get out of her ballet class. He starts reading about the new smartphone coming out. He opens his carrier’s mobile app to see if he’s eligible for an upgrade. He’s greeted with an experience that is relevant to the new smartphone he was just reading about. At that moment, he remembers that his carrier has a store near Sally’s ballet studio. He and Sally stop in on the way home and, within seconds of arriving, Eddie receives notification through beacon-triggered messaging about the upgrade opportunity. A few minutes later, he’s completing his transaction with a store representative.
During neither of these mobile moments did the customer make a purchase on his or her smartphone. However, the use of that device drove the awareness and consideration that ultimately led to purchase. Going back to my last post, I mentioned many ways that mobile could be used to help facilitate the entire omni-shopping process. To play the key role it can, we have to change our mindset in how greatly mobile can influence the overall purchase path — even if the purchase isn’t taking place on the mobile device itself.
Mobile users do check there phones all the time. But it is for personal reasons not for brands. I don't sit on my couch and wonder what Verizon is up to, I look at it to see what friends and family are up to.
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