Mobile
“If your plans do not include mobile, your plans are not finished.”
– Wendy Clark, Senior VP Marketing – Coca Cola
In modern society, there is a certain expectation when seeking information about a business online via your mobile phone. So it should be no surprise that Statistics from Dublin-based research firm Statcounter show that Ireland has the highest penetration of phone internet users anywhere in the western world. Smartphones have fractured the consumer journey into hundreds of real-time, intent-driven micro-moments throughout the day. Each moment providing an opportunity for you to connect with and shape a customer’s decisions and preferences.
Micro-moments are critical touch points within a consumer’s journey and when added together, they ultimately determine how that journey ends. Examples of micro-moments include researching a product in-store, finding the nearest restaurant or perhaps buying movie tickets while sitting in the doctor’s waiting room.
Immediate Action: Consumers can now act on any impulse at any time, taking immediate action whenever they want to learn, find, do, or even buy something.
Demand for Relevance: When consumers act on their immediate needs, their expectations are high and their patience is low. This makes the quality, relevance and usefulness of your marketing more important than ever.
Loyal to Needs: Consumer preferences and purchases are shaped in the micro-moments. Ultimately, the brands that do the best job of addressing consumer needs in each moment will influence the consumer the most. It is important for you to be there when your customers need you.
“Over 83% of shoppers turn to their smartphone to influence a purchase decision while in a store.”
Smartphones and mobile marketing are one of the biggest opportunities for companies to connect with consumers, and grow their brand and revenue. Best of all, it is currently a very cost-effective marketing opportunity for businesses – this window of opportunity is closing.
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