If you want to win the hearts and minds (and dollars) of consumers in their micro-moments, you have to do more than just be there. You have to be useful too. That means connecting people to what they’re looking for in real-time and providing relevant information when they need it.
Mobile adds a rich layer of context on top of intent that lets marketers create even more relevant messages in micro-moments. For example, when someone searches for digital cameras, are they at home, on the street, or actually in your store? Is it 6 p.m. Friday or 6 a.m. Monday? The answers to questions like these play a role in determining what problem consumers are trying to solve, what creative they’ll respond to, and what marketers need to think about when trying to engage them.
And being useful in those moments matters. Take the fact that 51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful.
Seventy-three percent of consumers say that regularly giving useful information in their advertising is the most important attribute when selecting a brand….
Sourced through Scoop.it from: www.thinkwithgoogle.com