Moments matter

Brands need to respond to consumers using mobile 'in the moment', says Google.

A staggering 82% of smartphone users turn to the devices to help them decide which purchases to make in-store.

People are solving unexpected problems in-the-moment, according to Google's latest 'Micro-Moments' campaign, and are using their phones to generate ideas while on the move - for example researching places to eat and calling ahead to make a reservation.

People are looking for information while on the move

Amoment to search... Image: unknown

The message for businesses is to make themselves easy to contact - many people still want to talk to a live person to get answers.  Location signals allow businesses to promote themselves to nearby consumers via their mobile devices.

So what's the message for brands?  Consumers looking for inspiration, information and advice are all 'moments', says the internet giant. Thus businesses should be identifying and understanding these opportunities.

The context and location of people's use of mobile devices provide the chance for creating tailor-made messages and experiences.  People also move seamlessly across devices and this should be made as easy as possible through responsive websites or mobile-specific data.