Photo taken by   (Flickr) 

Photo taken by (Flickr) 

Business is changing drastically because increasingly people are thinking and feeling with their cellphones. 

Don’t believe us? Harvard Business School recently conducted a study of 1,600 professionals, asking them about their smartphone use. Seventy per cent admitted to checking their smartphones within an hour of waking up. Nearly half would experience anxiety if they lost their phone. 

Smartphones are not expensive gadgets—they’re part of our identities. When we lose them, it feels like we’ve lost ourselves. 

The findings from those studies are admittedly kind of depressing. Why are we always plugged in? One group of researchers says it's because our phones allow us to access information in a way that's quicker and easier than ever before. The researchers (published by Forrester Research, a think tank from Cambridge, Massachusetts, by the way) argue that it is crucial for businesses to tap into the"mobile moments" clients experience several times a day. 

WTH is a mobile moment? 

A mobile moment, according to authors Ted Schadler, Josh Bernoff and Julie A. Ask, is the instant in which an individual whips out her smartphone to quickly and easily access the information she's seeking. If your business can come through in that moment, by offering the client the fast, readable information she's looking for, then your business will thrive. 

 “If you serve the needs of a customer or an employee in a mobile moment you can win their business and their loyalty,” Schadler et. al.  


Photo taken by Thomas Bonfert (Flickr) 


Here are four ways the Forrester Researchers say we should grasp mobile moments: 


1. Identify

Today, customers are searching for the information they want on a visually comprehensive platform. This step is about tapping into exactly what it is customers are looking for—figure out what matters the most to their experience.

2. Design 

Once you’ve figured out what your customer wants, it’s now time to create a mobile platform that provides just that. This is where you get together designers and businesspeople alike to create a mobile platform that gives customers simple and easy access to the information they’re seeking.

Photo taken by   Albert Mollon   (Flickr) 

Photo taken by Albert Mollon (Flickr) 


3. Engineer

This phase is all about the technology. It’s about re-thinking your designs and the way it all works. Engineering, according to the study, is the most important piece of the puzzle if you want to turn a good business into a great business. 

4. Analyze 

Once your app is launched it’s important to gather the information your users are giving you. Who is reading your app? How long are they spending on your page? What content is most popular? It's important to track your results in order to make improvements for mobile moments to come. 

Point Taken:

It's important for marketers to tap into the emerging phenomenon of "mobile moments" in order to carry out an effective mobile marketing strategy. 

Want a demo on creative mobile apps that utilize the latest technology? Contact our Chief Experience Designer at or call 416-595-9823.

GenesisXD, an Experience Design firm, helps our clients stay ahead of the curve with interactive mobile apps for marketing communications.