It’s no secret mobile has changed how consumers behave. With the consumer journey fragmented into hundreds of micro-moments, it’s increasingly important for brands to be there when consumers reach for their devices. Matt Lawson, Google’s Director of Ads Marketing, explains how marketers can adapt.


How would you describe the role of your smartphone in your everyday life? When we asked people this question recently, they used phrases like “attached to my hip,” “butler,” and “lifeline.” Over two-thirds of smartphone users (68%) say they check their phone within 15 minutes of waking up in the morning1, and 30% admit they actually get “anxious” when they don’t have their phone on them.2 Millennials? They’re really attached. Eighty-seven percent always have their smartphone at their side, day and night.3 In many countries, including the U.S., more searches take place on mobile devices than on computers.4 And because we have more marketing messages coming at us than ever before, there’s a high risk of defaulting to “tune-out” mode. Mobile empowers us to navigate through it all on our own terms. We have more access and choice than ever before in screens, in sites, in apps, in products—in life.

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