Ask any marketer and they'll likely be able to tell you about their "mobile first" strategy. For years now, this buzzword has guided marketing departments at organizations of all sizes as they compete for their target market's eyes.
As ubiquitous as the mobile movement has been, so far it has remained more of an art than a science. Without a clear understanding of exactly how and why people actually use their smartphones, marketers have been left scrambling to act on any and all initiatives that would put their brand names on the tiny screens in consumers' pockets.
Last year, this started to change, with marketers and researchers over at Google identifying and elaborating on the newest battleground in mobile marketing: the "micro-moment."
Google defines micro-moments as "intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey." Or, in simpler terms, "the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments."
In practice, micro-moments materialize when the 82 percent of smartphone-owning shoppers consult their phones while standing in a store deciding which product to buy, or when the 91 percent look up information on their smartphones while in the middle of a task, according to Google. Effectively, they are the thousands of reflexive references consumers make on their phones that have come to replace long browsing sessions– the blurring of the lines between offline and online time.
These moments are crucial for marketers because they represent the junctures when intent is at its highest and decisions and preferences are most easily shaped. Thus, hiring a marketer who understands and is ready to compete for these micro-moments is essential for companies hoping to gain an edge in 2016.
To identify a-level talent that is equipped to bring this kind of expertise and background to the table as a member of your c-level staff, consider working with executive search consultants. Their vast network and understanding of the market can help your company connect with these executives, no matter where in the world they are located.
Finding people is easy, but finding the RIGHT people is not. YES Partners helps companies FIND the right people for all company functions, across many industries and globally.
