©Tech Crunch

©Tech Crunch

According to a study by Zogby Analytics, 87 per cent of millennial constantly have their smartphone by their side during day and night. Whilst technology has already made an immense impact upon us, smartphones in particular are transforming ourlives. We are turning to our smartphones when we need something, whether it is a forgotten word, a better price, or directions. Customers want instant answers.

Google speaks of a series of micro-moments, when we turn to our mobile to act on a need. The use of various integrated smart devices means that the consumer journey is becoming less linear and audiences are dividing their time across channels and devices. These micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends. They underline the importance that brands shall not be confined to operating silos, instead openly communicated amongst each other.

Marketing is moving away from being an interruption, instead it is becoming more native and has the potential to be fully incorporated into a holistic customer experience. Wellness companies, pharmaceutical businesses, food stores and other health-orientated enterprises have the opportunity to leverage ICT and data to target specific content, products and services at selected customers. "It is about service rather than a persuasive technique,“ says Ajaz Ahmed founder of AKQA, a digital-focused advertising agency.

In content marketing, brands talk about activity based engagement as the key for success. It means analysing the data and optimizing the push and pull of information, in order to create an end-to-end omnichannel experience with perfectly timed, relevant and empathic messages. According to IDC,  65 per cent of consumer transactions with healthcare organisations will be mobile by 2018. So, it is more than ever, it is important that those messages offer value to the customer and lead to valuable interactions, such as store visits and orders, for businesses.