With the rise of mobile it is hardly surprising that half of total Internet traffic now comes from smartphones and tablets.
This means that people are increasingly turning to their phone to research or to buy products in moments of high intent that are a critical part of the user journey.
82% of smartphone users do their research before going into the store, and although foot traffic in retail is on the decline, today’s customer actually spends more when they do visit.
Desktop is seeing a similar phenomenon, meaning that mobile is leading well-informed consumers to your store or website.
So, when people are in their high-intent phases of research on their mobiles you need to be there! A strong mobile strategy is required to beat the competition and to deliver relevant useful ads that quickly connect the customer with what they’re looking for.
User-centric messaging, for example, can be a great way to serve relevant real time ads to the consumer based on known data points – such as where they are, what device they are using and what exactly they are searching for.
51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful, so dynamic ads and a better mobile strategy overall will bring in a higher ROI not just in mobile but across all of your marketing channels.
For help on improving your mobile strategy, please get in touch.