Tapping Into ‘Actionable Moments’ on the Mobile Web

"The [mobile] Web provides the broadest reach and the least path of resistance for consumers to engage directly with brands."

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Mobile Marketing

According to Forrester’s 2013 Mobile Trend report, identifying and serving customers during their “mobile moments” will be the key to success in 2014. And marketers have been increasing their mobile budgets significantly in order to move beyond static experiences and gain insights.

Mike Svatek, CEO of Together Mobile, recently spoke to SocialTimes about how brands can inspire actionable moments using the mobile Web.

“Mobile is becoming not only the new digital hub but also the bridge to the physical world, which is why mobile will affect more than just your digital operations — it will transform your entire business,” said Svatek. “Social media sharing and multiple screen use make it difficult to grab the attention of consumers, so brands need to make an impact in a matter of seconds.”

Micro-moments occur each time mobile users reach for their smartphones:

You’re standing the checkout line. On the subway. Waiting for your no-whip latte to be served. These micro-moments are more frequent and consume more of our time each day than we may think.

In fact, my own experience shows that I spend 81 minutes each day in blocks of time that are 3 minutes or less, doing these types of tasks.  Yup, nearly an hour-and-a-half every single day on my smart, connected, hi-res, personal device in my pocket.

Svatek believes smart brands focus on the mobile Web, not apps, to engage with and motivate consumers to action. “While apps are a critical part of any brand strategy to retain and service loyal customers, the Web provides the broadest reach and the least path of resistance for consumers to engage directly with brands,” he said.

While the rest of the mobile Web continues to “unbundle,” Yahoo has been killing off its app acquisitions, most recently the self-destruct messaging app Blink. ReadWrite reports that Yahoo has closed 30 of the nearly 40 startups it’s acquired. The company is investing in mobile talent, but with a focus on its overall product and one major app.

“By using traditional, digital marketing techniques like email, social posts, search marketing and online display, brands are linking consumers to app-like experiences that are highly-engaging and don’t require a download,” added Svatek. Web engagements drive marketing objectives by:

  • Increasing new subscribers.
  • Capturing consumer preferences tied to specific customer relationship content.
  • Generating rich photo and video content by the user to fuel content marketing.
  • Expanding social reach while driving awareness and site traffic.

When Edel Golf asked customers to share a photo of their custom clubs, 28 percent of those who clicked on the email’s call-to-action went on to share a photo. The result was a rich resource of user-generated images that advanced the company’s content marketing objectives. This year Edel plans to use micro-moment experiences to engage users throughout the customer life cycle.

Boston-based Frost Ice Bar captured valuable preference data that helped expand the reach of its Boston Duck Tours excursion by simply encouraging patrons to snap and share photos while on the premises.

“These mobile-first moments yield engagement rates that are two to three times higher than typical marketing campaigns,” said Svatek. “Social-sharing rates often exceed 100 percent, meaning that customers are both eager to share their experiences with the brands they love as well as share them on a variety of social media channels.”