According to eMarketer, global mobile ad spend is expected to double from $100 billion in 2016 to nearly $200 billion in 2019 — accounting for over 70 percent of digital ad spend worldwide. This explosion in mobile ad spend mirrors the rapid growth of mobile, which has changed the game for advertisers and consumers alike. Mobile is now not just about the device; it’s a lifestyle. People are mobile, not just their devices. Customers are making decisions based on mobile content that serves the right purpose at the right moment. Content, therefore, needs to address user intent and be accessible everywhere — across multiple device types, multiple platforms and multiple channels. Mobile micro-moments More Google searches now take place on mobile devices than on desktop computers worldwide. Because of this massive shift in consumer behavior, marketers have had to recalibrate their mobile strategies. The key to mobile success lies in understanding this behavioral shift. Mobile has surpassed desktop in terms of searches performed, but it has not replaced desktop. As comScore’s “2015 U.S. Digital Future Search Engine Land Source
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