Mobile Moments: The Impact of Context and Immediacy

By Lindsey Tishgart | August 13, 2015

Imagine for a moment that you are out to dinner with your friends, talking about a movie one of them saw the other day. “What was that guy’s name?”, your friend asks. “He’s in that movie with that woman and that other guy.” Without even thinking, you pull out your phone and look up the elusive actor’s biography on IMDB.

Congratulations! You’ve just experienced a mobile moment.

As a recent Forrester Summaries and Data study titled “Re-Engineer Your Business For Mobile Moments” puts it, “a mobile moment is a point in time and space when someone pulls out a mobile device to get what they want in their immediate context.”1

The keys elements of Forrester’s definition are context and immediacy—two factors we  explored in detail in a past Mediafly post—which are vital in any viable enterprise mobility solution.

The Forrester study posits the idea that significant mental shifts are happening as mobile technology becomes more commonplace in social and corporate environments.

Today, it is largely assumed that any company attempting to thrive in the contemporary business landscape will have a mobile strategy. This assumption is leading consumers to develop higher standards by which they judge their interactions with a company.

Mobile Moments Far and Wide

The effects of the mental shift detailed in the Forrester study are pervasive. Most areas of any given business will be affected as a company adopts mobility. Some changes should be obvious as paperwork becomes less prevalent, such as those affecting individual employees apropos, their device preferences, and process changes. Alterations in marketing, sales, product, and platform workflows are harder to anticipate, demanding an understanding of how mobile technology will affect each department as a mobile transition is made.

While marketing tactics have undergone incremental shifts as consumers have increasingly adopted digital platforms, mobile necessitates a more drastic change. The Forrester study states that “you should shorten the distance between what people want and what they get. In doing this, you can build a relationship with the customer and increase the quality and frequency of your customer experiences.”1

These tactics also bleed over into sales techniques that favor empowerment over coercion. The Forrester study summarizes this more altruistic, passive approach stating that “the sales shift is about influencing purchases in mobile moments, not about mobile selling.”1 The role of the salesperson has shifted into a role similar to that of a guide or educator.

Even though customers engage with companies through a litany of different mediums, maintaining a consistent and cohesive mobile presence demands technology like SalesKit. According to Forrester, this allows a business to “project [its] services directly into [its] customers’ and employees’ mobile moments.”1

The effectiveness of a company’s mobile content distribution platform will dictate how significant those moments of engagement can be and whether or not they will reflect positively on the company. For example, if a company’s platform isn’t prepared to deliver when a device is offline, they will lose that customer to a business that offers a more comprehensive set of features.

Make Every Mobile Moment Count

Speaking to the expectations that mobile technology has instilled in us, the Forrester study says that “every successful interaction reinforces the idea that whatever our problem, a mobile device gives us a solution — or it should if a company is doing its job properly.”1 Conversely, every negative interaction can negatively color a user’s entire perception of a company. Thus, deploying a viable mobile solution should focus on being prepared to respond instantaneously to any context to make those mobile moments magical.


1Schadler, Bernoff, and Ask with Kark and Ryckewaert, “Re-Engineer Your Business For Mobile Moments”,

Comments are closed.