The importance of micro-moments: The mobile customer journey
Columnist Jim Yu explains how smart marketers are utilizing search data to better serve mobile users and beat out the competition.
According to eMarketer, global mobile ad spend is expected to double from $100 billion in 2016 to nearly $200 billion in 2019 — accounting for over 70 percent of digital ad spend worldwide. This explosion in mobile ad spend mirrors the rapid growth of mobile, which has changed the game for advertisers and consumers alike. Mobile is now not just about the device; it’s a lifestyle. People are mobile, not just their devices.
Customers are making decisions based on mobile content that serves the right purpose at the right moment. Content, therefore, needs to address user intent and be accessible everywhere — across multiple device types, multiple platforms and multiple channels.
More Google searches now take place on mobile devices than on desktop computers worldwide. Because of this massive shift in consumer behavior, marketers have had to recalibrate their mobile strategies.
The key to mobile success lies in understanding this behavioral shift. Mobile has surpassed desktop in terms of searches performed, but it has not replaced desktop. As comScore’s “2015 U.S. Digital Future in Focus” report notes:
While most of the growth in digital media consumption over the past four years has occurred on smartphones (up 394 percent) and tablets (up 1,721 percent), these mobile platforms are not eating into aggregate time spent on desktop, which has still grown 37 percent over this time period. The digital media pie continues to get bigger and Americans engage with screens during more occasions throughout the day than ever before.
In other words, consumers aren’t using their mobile devices as a replacement for their desktop computers — they are using these devices in whole new ways that weren’t previously possible.