Adobe’s 2017 Mobile Maturity Survey reports that the average user checks their smartphone 85 times a day. Although mobile traffic is rising, desktop continues to dominate with conversions 2.8x higher than smartphones. Nearly 30% of consumers switch to desktop devices because it’s easier to navigate than mobile.
Focus on mobile optimization picked up in 2015; nationally, $35 million was spent on mobile websites and apps. Yet in 2017, 23% of retailers still cite mobile optimization as a top priority and 62% of retailers are increasing their mobile marketing budget.
Additionally, 57% of retail marketers are increasing their marketing budget for personalization. Personalization is not a new concept. Once regarded a “nice-to-have” strategy, personalized experiences are now a must-have.
Consumers use their smartphones for intent-driven interactions with a brand. Such interactions are micro-moments, designed to satisfy users “I want to know”, “I want to go”, and “I want to buy” questions/interactions.
According to Google, a strengthened digital marketing strategy answers those questions through three strategies:
- Be There
You’ve got to anticipate the micro-moments for users in your industry and then commit to being there to help when those moments occur.
- Be Useful
You’ve got to be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for.
- Be Quick
They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. Your mobile experience has to be fast and frictionless
Overall, the necessity of improving mobile user experience is understood. How to stay relevant during micro-moments is the current challenge.
Micro-moment personalization is the best strategy for staying relevant in the user process. Providing this kind of experience requires data. 33% of marketers list “Targeting and personalization” as a top organizational priority.
Paying close attention to global trends, shopping insights, and how a mobile site performs will deliver the data for strategies that win customers during critical touch points.
Here are a few marketing tools from Google that are great for quick access to valuable data:
Read Google’s complete guide, “Micro-Moments: Your Guide to Winning the Shift to Mobile”, detailing strategies, insights and customer examples for mastering micro-moments.
AddShoppers helps marketers master, and win, micro-moments. Our platform enables brand visibility during critical customer touch points, gathering actionable data, and lifting revenue by optimizing micro-moments.
Access these resources for deeper insight of how AddShoppers’ On-Site Marketing Platform helps brands own micro-moments:
Looking for more micro-moment insight from Google? Read more:
- Overcoming Mobile Measurement Challenges to Drive Brand Lift and Sales Growth
- Micro-Moments Are Multiplying—Are You Ready for the Future of Marketing?
Discover more data from Adobe Marketing Cloud here:
Take charge of your marketing process. Discover how AddShoppers will help you win in your vertical. Let’s talk data.