4 Key Aspects

Intent
Digital advertisers should look into the intent of internet users in order to lay out an effective mobile strategy. Analyze the data and know whether people are searching for general information or they are looking for reviews which will help them reach the actual buying process. You should learn to spot the “I-want to-buy” moments of the potential customers.

Context
People engaged in advertising should look into the context of the topic customers are searching for. Topical relevance is very essential in developing your mobile strategy. This aspect is geared towards learning the “I-want-to-know” moments of prospective customers and clients.

Immediacy
This is a factor that drives action. People may have a buying intention but there is specific timeframe to do the action. Immediacy concentrates on the “I-want-to-do” moments of the people.

Micro-moment
It is at this particular point where intent, context and immediacy converge and are readily accessible all at once. As a digital marketer, you should focus at this area in order to produce the best mobile strategy available.

Facts About Mobile Engagement

  • As of 2014, there is a 20% increase in mobile’s share of internet use according to Google Analytics. However, there is a decrease in time spent per visit.
  • 84% of mobile users consult their smartphones before purchasing. Moreover, mobile conversion rates rose by 29% as of 2014 according to Google.