Finding you on the go in the now – mobile.
That’s digital marketing in 2016. We’re all on our smartphones. We’re all using our smartphones to answer questions, find information immediately, find out where to go, who has what I need. The smartphone is our pocket assistant, our go-to, go-now tool for navigating our world.
If your online assets – including your website or social media presence – isn’t ready for the mobile world you are probably getting overlooked. Are you apps working well? Quickly?
And within that mobile sphere, what is the most commonly used tool? Yep: search. Can I find you on a search query?
“When a question or need arises, our phones are far and away our most trusted resource, with 96% of people using a smartphone to get things done,” points out Google in a research piece published earlier this week.
“To meet these needs, people are at least twice as likely to use search than other online or offline sources such as store visits or social media. Not only is search the most used resource, it’s the resource 87% of people turn to first.”
Yea, we know. It’s Google. Of course Google wants people using Google search resources. But facts are facts. For its most recent research Google partnered with research firm, Purchased, and compiled 14,000 responses from 1,000 smartphone users who agreed to answer poll questions several times throughout each day for a week as they maneuvered across the mobile online environment.
“People rely on their phones to help make the best decisions at the moment of purchase, ” says Google. “In fact, 70% of smartphone owners who bought something in a store first turned to their devices for information relevant to that purchase. And when people search on mobile, it tends to lead to action: 92% of those who searched on their phone made a related purchase.”
To be clear, we’re not all simply robots following only the guidance we find on our smartphones. We are influenced by other sources, as well.
To be certain, word-of-mouth remains important. Peer influence remains very important.The discussion with and recommendations, testimonials even, of friends and trusted other remains very important.
But when it come to action those little nuggets or mental notes picked up along the way need to find a cerebral coalescence when it comes time to take action and that action will likely see fruition when I reach for my smartphone, say, “Okay, Google,” or “Siri, what is…,” or ask of some other form of artificial intelligence (Cortana, Amazon Echo, others), “where can I go?” “What can I do?” “Where do I find…” “Navigate to…” “What’s the best…” “I need a coffee.”
Get the picture? I’m not typing in a few keywords. I asking my magic pocket assistant to find the information i want,.
At the end of 2015 a company called MindMeld (not Vulcan so far as we know) said its research suggested its survey of 1,800 smartphone users found 60 percent of them started using voice search in 2015, 41 percent in the last six months of 2015.
Granted, MindMeld is in the business of building artificial intelligence, digital assistance, so it has a vested interested in publishing that kind of survey results. But the obvious facts can’t be disputed, really.
“People have more choices than ever to meet their needs—online and offline,” points out Google. “And as they turn to their smartphones to make decisions, learn something new, get something accomplished, or tackle a future goal—search is their lifeline. This is why so many brands use search to make an impression early and get into the consideration set when people are starting to form opinions.”
What we do, as marketeers, is to make sure those consumers can find what they need or want – when they need or want it – across as many screens or channels as they use.
But, to be sure, if we’re not ready for mobile search queries we’re not ready.