So what is it? A point in time when a user interacts with a mobile device to get what they want immediately. So what defines the success of a mobile moment? Understanding. Brands must understand the customer journey to succeed in these moments, understand the proximity and context at each required moment to drive engagement and loyalty. This in-turn will deliver useful information for brands to deepen future relationships. Consider this mobile moment from Forrester Research that plots a Starbucks customer.

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