3/31/16  by Mitra Sorrells, BizBash (excerpt)

Effective marketing, whether for conferences or cars, requires a keen understanding of consumer behavior. And arguably no one knows that better than Google. The search engine processes thousands of searches every second, more than 100 billion each month. And now, in the United States and many other countries, Google says more of those searches take place on mobile devices than on computers.

“Most companies still underestimate mobile’s impact on the customer experience and continue to invest in traditional journeys, while bolting on mobile and other new technologies,” says Brian Solis, principal analyst at Altimeter Group. “This creates a somewhat effective but clunky experience at best. At the same time, however, mobile customers don’t have patience for anything less than something intuitive, relevant, and fast.”