As we all have seen, mobile consumption continues to grow faster than ever before. Both marketers and brands alike have begun transforming their businesses, offline consumer experiences, and infrastructures. From being focused on brand awareness to capturing consumers in moments of need – the time to make changes is now.
We exist in a world where a majority of mobile time is spent on social media. As a result, apps like Facebook, Twitter, and Instagram have been used to generate an unprecedented amount of brand awareness.
However, awareness alone doesn’t efficiently convert casual fans into brand-owned customers. Brands should now be focusing on capturing users in their mobile moments of intent. These are the moments that consumers turn to their devices to read about, explore, identify, or purchase a product.
Recently, Google charged Forrester Consulting with assessing the preparedness of mobile marketers in providing for consumers. Their results revealed the following:
1) Mobile leads to new purchase paths and marketers are using data-driven methods to reveal mobile moment insights
2) Marketers understand the need to provide, but overestimate their capabilities
3) Moments-ready firms able to uncover, provide, and assess moments are few and far between
4) Those who make measurable strides to become moments-ready will benefit greatly.
Why You Should Capture Consumers in Their Mobile Moments of Intent
The exponential growth in mobile usage has prompted brands and marketing firms alike to alter their mindset and become more moment-centered.
70% of the agencies surveyed by Forrester have said mobile has caused them to transform their business to better capture consumers in moments of intent.
Needless to say, now is as good a time as any to become more focused on providing to consumers in their moments of need.
Unfortunately, becoming moments-ready does not happen overnight. It does, however, have a drastic effect on conversion rates and return-on-investment.
Organizations considered to be moments-ready are able to collectively uncover, provide, and assess consumer moments of intent.
The Current Status of Marketers Prepared to Capture Consumers in Mobile Moments
Surprisingly, 98% of organizations don’t have all the necessary components to be moments ready according to Forrester’s research.
Only 26% of marketers perform studies or customer mapping to uncover needs. Only twenty-seven percent have the proper framework in place to deliver what the consumer needs. And less than 9% are even able to analyze and assess these moments.
Companies who have excelled in one aspect of being moment ready, have come to realize the importance of improving their abilities in other facets of moment readiness.
In order to do so, companies have begun leaning on partners to assist them in refining their abilities in other areas of moment readiness.
When Forrester asked marketers to rank partner capabilities by level of interest, the top three were a direct correlation to the key aspects of being moments-ready.
Thirty-three percent of marketers were interested in partners with technology expertise. Partners with expertise in collecting and applying unique data insights on customers followed at 28%. Expertise in understanding customer behavior, 27%, was the third most sought after partner capability.
What Being “Moments-Ready” Looks Like
Remember, very few firms have the ability to uncover, provide, and assess mobile moments for consumers all under one roof. Although, once a firm does completely transform, they can begin capturing consumers in their moment of need and turn those leads into conversions.
Just look at how L’Oréal Paris nailed being moments-ready with their “Makeup Genius” mobile app.
First, L’Oréal uncovered what their consumers needed in that crucial moment before making a purchase. The longing desire to know how makeup or a hair color change will look before buying it.
Next, L’Oréal had to find a way to provide a solution for this need and they did so exquisitely with the development and production of their “Genius” app.
Lastly, L’Oréal continuously assesses their moment-readiness by evaluating and taking note of products consumers interact with via the mobile app. In doing so, L’Oreal gains better insights on their customer’s behaviors and potential future needs.
Finding a marketing agency with the ability to be fully moment ready can be understandably frustrating.
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