Mobile is the first touch-point, not the last. It’s predominantly the first step on a customer’s journey. Marketing can’t focus exclusively on the customer’s destination; it has to focus on how the customer gets there.
A business has to understand how their customers are finding information, using devices, and what effect these two behaviors have on buying cycles. With so many changes in technology and information distribution, every marketing strategy needs to be “mobile-first”, realizing that “mobile” isn’t just about device.
More than ever, “mobile” means where your customer is at any given moment. Effective mobile-first strategy makes sure your most relevant customers know who you are and can easily find you when they’re searching for exactly what they want. The moments that reflect a customer’s immediate and specific want are what Google has coined as “micro-moments”. Being able to identify and optimize for these moments is the secret to successful marketing.
What You’ll Learn:
- Google’s recommended approach to mobile marketing, and what Micro-Moment Strategy is all about.
- How to identify the right Micro-Moments relevant to your business, and how to use Google AdWords to optimize for those moments.