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RESEARCH, ANALYSIS & TRENDS

Strategy For example, 70% of users change the website when
loading takes too long, Google states. The mobile user
Micro moments depict user behavior in the mobile age of today wants to have fast information, decide quickly
perfectly, therefore, it is crucial to keep up with this and then buy instantaneously. The fewer steps you
trend. Google suggests the strategy: Be there, be need, the better.
useful, be quick!
But not only the fast loading of web pages is decisive,
To be there means in the first place to identify relevant the same applies to the ability to react quickly to the
moments for your own company and the industry. This micro contexts. With most of the millennials having their
offers the opportunity to be prepared: if the customer smartphones at their fingertips around-the-clock,
comes to this point in the customer journey, the explains why the customer journey has changed a lot.
company can contact him and help with the decision- All mobile touchpoints can bring opportunities for local
making process. This can happen, for example, in the providers as well, since one in three smartphone users
form of dialog marketing – via app or emails – and has previously never bought from a brand / company
devoting full attention to the customer. It is particularly other than the originally intended one. The simple
useful when the company is not only there to attract the reason for a switch is that information was provided by
attention of customers, but to adapt to individual needs. another provider the moment it was needed. So, it's a
Because if the user is not led to the answers he needs, good time to be useful and take the user by the hand
he will quickly follow another path. and the customer experience to a new level. Hence,
achieve a higher ROI by making your business model
Being the fastest cannot hurt either, especially when mobile and your marketing customer-centric by
looking at mobile performance. If it isn’t working including micro moments in your strategy. ◊
properly, the user will quickly turn to another provider.
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia