There’s no turning back now, people.

We’re officially addicted to our smartphones.

They’re the first thing most of us check in the morning, and they remain our loyal companions for the rest of the day. 2015 Pew Research shows 47% of people “could not live without” our little connected friends, and 61% admit to texting, tweeting, and even taking calls in the bathroom. Who knows, some of you might be reading this from an ivory throne right now.


It’s no surprise smartphone adoption happened faster than any other technology in history, and the time we’re spending with them is increasing every year. They help us stay connected, get from place to place, remember our friends’ birthdays, find new recipes, share ridiculously stylized photos of said recipes—the list goes on.

Our smartphones have become an extension of ourselves because they help make our lives easier.

So what can we do as marketers to help our customers? Create mobile experiences that help make their lives easier, too.

The consumer path to purchase is chaotic, but mobile is often a starting point in the buyer journey and continues to play a role throughout. When we understand how our customers use mobile in the purchase process, we can then provide well-timed, customized solutions that help make the process that much easier.

Like when Audi wanted to make sure their potential buyers picked the perfect day for a test drive.

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They served mobile ads that took into account the customer’s location and provided them with upcoming weather forecasts, in one simple experience, to find the perfect day for cruising with the top down.

The consumer journey is a mobile journey, and we have more tools than ever before to improve that journey with rich experiences every step of the way.