Mobile Moment

Seize The ‘Mobile’ Moment

The term ‘mobile moment’ might be new but the concept isn’t. Google’s success story is a living lesson of seizing the mobile moment. And now, as the retail arena becomes more congested with marketers from across the globe struggling hard for much coveted customer attention, capturing the mobile moment becomes the name of the game.

What exactly is mobile moment?

Mobile moment is the moment when a user needs something, say information or a product, and at that very moment she takes out the mobile and immediately gets what she wants, in context.

Consider this scenario: you are in the train going home from work. You catch up with a friend who mentions he’s transferred to San Marino. Curious, you look up San Marino on your smart phone and in a bit you start looking up hotels and start checking fares to Italy. So a simple piece of information went on to a potential sale in a few seconds. This is mobile moment. What is the weather like in the other part of the country? Is this product cheaper elsewhere? How is the culture of a particular place different? Anything. Absolutely anything.

Seizing the mobile moment is giving the user what she wants, whenever she wants it and where ever she wants it from, and in immediate context.

So the new market is the mobile moment, reaching out to the customer with the exact answer she is seeking in the instant in which she is seeking it. This might sound like the conventional marketing mantra ‘being at the right place at the right time’, but it is a little more complicated. Getting to your customers in their mobile moments would broadly involve:

• Knowing your set of customers – who are they? What do they do? What is their social circle like? All these questions can be answered by tracing digital footprints of your customers from across channels
• Tracking their mobile moments – Again, this is about tracing digital footprints but more focused. What are their likings, interests? Where do they spend? Which information is more likely to convert to sale?
• Serving the user’s mobile moments with real-time, rapid response to mobile behavior
• Designing apt yet concise experiences for shorter moments – do not overwhelm users with too much information, keep it long enough to appease them and short enough to tease them
• Wherever the customer reaches you, be there – this calls for a well-networked omni-channel approach
• Proactively creating mobile moments rather than waiting for the customer to come