22: Customer tactics and planning

When Google produced a study into the travel industry it found that the average user spends 419 digital moments while researching a trip over a 2 month period.
They watched 5 videos, visited 380 web pages and searched 34 times.
It’s no surprise that 87% of these happened on mobile.
If you want to capture customers you need to know what they are looking for at the planning stage and optimise your content appropriately.