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: