Business: Micro-moment marketing for mobile consumers

IT'S no secret mobile has changed how consumers behave. With the consumer journey fragmented into hundreds of micro-moments, it's increasingly important for brands to be there when consumers reach for their devices. Matt Lawson, Google's director of Ads Marketing, explains how marketers can adapt.

How would you describe the role of your smartphone in your everyday life? When Google asked people this question recently, they used phrases like "attached to my hip", "butler" and "lifeline."

More than two-thirds of smartphone users (68%) say they check their phone within 15 minutes of waking up in the morning, and 30% admit they actually get "anxious" when they don't have their phone on them. Some stats show on average a person spends 177 minutes on their phones per day, each session averaging a mere one minute and 10 seconds long. That's a lot of sessions each day.

Behind these mobile bursts are countless interactions, like texting a spouse with a carpool update, dropping a quick work email while waiting in the ATM line, or posting a holiday photo. These types of moments have personal value, not moments when we're looking to engage with brands. And if a brand tries to butt in with a distracting or irrelevant message? Swipe.

But in other moments, we're very open to the influence of brands. These are the moments when we want help informing our choices or making decisions. For marketers, these moments are an open invitation to engage. And they're the moments marketers have to be ready for.

Google calls these micro-moments. They're the moments when you turn to a device - often your smartphone - to take action on whatever you need or want right now. They're the I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments that are loaded with intent, context, and immediacy.

Consider what's going on with retail stores today. Foot traffic has declined, and yet consumers are spending more when they do visit - because they've done their research and made decisions before ever walking in.

A similar phenomenon is happening when consumers visit websites using a desktop or laptop. Typically, they spend less time per visit but convert more often. In many ways, micro-moments have become the footsteps that lead people to your store or desktop site.

Today, you have to earn the customer's consideration and action, moment after moment. Why? Because people are more loyal to their need in the moment than to any particular brand. Sixty-five percent of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information.

That makes micro-moments the new battleground for brands. Here are three essential strategies that can help you win micro-moments:

  • Be there. You've got to anticipate the micro-moments for users in your industry, and then be ready to help when those moments occur.
  • Be useful. You've got to be relevant to consumers' needs in the moment, and connect people to the content they're looking for.
  • Be quick. They're called micro-moments for a reason. Mobile users want to know, go, and buy swiftly.

Source: The full article can be found at thinkwithgoogle.com.



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