Think With Google: Consumers Have 2X More Interactions With Brands On Mobile Than Anywhere Else
And with the rise of voice search, the ways they interact on mobile are changing.
As time spent on mobile has eclipsed desktop, mobile interactions have also surpassed all other media for brand-based interactions: Consumers have 2x more interactions with brands on mobile than anywhere else, according to new research from Think With Google.
Marketers know by now that these mobile moments matter. As Google’s Jason Spero puts it, “every time a consumer has an awesome experience with a brand, it raises the bar for what she expects from everyone else. But when that bar isn’t met, it can have serious effects on your brand.”
So, as consumer mobile behavior continues to evolve with the mainstreaming of voice search, connected devices, and more, what’s a brand to do?
The New (Mobile) Normal
According to TWG’s research — based on over 17,000 brand experiences in collaboration with research firm Purchased — the first thing marketers must understand is that delays are deadly. On mobile, it’s all about seamless discovery — and today, the consumer attitude is that information must be quickly and easily accessible, relevant, and customized for them.
So, what does this mean that marketers need to deliver? First, the obvious: Mobile is one of the “front doors” to a physical business, and both native sites and ad experiences need to load quickly and remain easily navigable. (A reported 53 percent of mobile site visits are abandoned if pages take longer than three seconds to load.)
And secondly, the more important “new frontier” that brands must consider is the fact that a growing number of mobile experiences do not result in a consumer visiting a brand’s website at all. It’s not about blue links in search results anymore: Through voice (Siri on the iPhone, Alexa on the Amazon Echo, and more), customers can get answers to their questions about a store’s hours or inventory automatically. Through maps, someone can type in “coffee shop” and choose where to get a beverage on-the-go without ever making a “traditional” Google search on the web.
This means that “brands [need to get their] underlying data layer ready for consumption by [voice, maps, connected devices, and more,]” J. Walter Thompson’s Elizabeth Cherian told GeoMarketing in a conversation at Cannes Lions. “It’s like the new SEO. The question is, how do you build into your product and services such as the voice assistance sees you as the best option? That’s something we think brands should be thinking about right now.”
It also means thinking about ‘deep knowledge’: Considering all of the attributes that drive intelligent search is paramount as consumers continue to spend more time interacting on mobile — but through these new means including voice and in-app searches. As Yext (full disclosure: Yext is GeoMarketing’s parent company. More details on that relationship here) CEO Howard Lerman put it earlier this year, it’s not enough to show up in a search for “Tesco;” a supermarket needs to show up if a consumer makes a voice search for “groceries” — and beyond.