Mobile marketing: Be in the micro-moment

This article introduces a series of papers analysing how the rise and rise of smartphones has radically changed advertising, offering new opportunities for brands to engage in mobile moments.

Engaging mobile moments: Be in the micro-moment

Colin Grimshaw

Mobile moments

This article introduces a series of articles on mobile moments. Read more

In less than a decade the smartphone has become so integral to our lives that it is akin to having an extra limb, attached to our hand, with a built-in brain. The stats say the average person checks their phone 150 times a day, and 91% turn to their phones for help when confronted with a task.

Most of these interactions last for seconds, occasionally a couple of minutes. These fleeting engagements have become termed micro-moments....

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