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Ben Goldman
Google Media Partnerships
09/14/2016
Micro−Moments
Guide to Winning
Confidential + ProprietaryGoogle Confidential & Proprietary
20052005
Confidential + ProprietaryGoogle Confidential & Proprietary
2014
Confidential + Proprietary
Confidential + Proprietary
Nomophobia
noun
a fear of being without
mobile device, power
source, or service area
Confidential + Proprietary
How long does it take for the
average person to report a lost:
vs
26 hrs 68 mins
Source: Unisys
Confidential + Proprietary
What drives consumer behavior is unchanged
Confidential + Proprietary
What drives consumer behavior is unchanged
Confidential + Proprietary
What drives consumer behavior is unchanged
Confidential + Proprietary
What drives consumer behavior is unchanged
Confidential + Proprietary
Consumers want... ...so they...
...so
advertisers...
...but now...
What drives consumer behavior is unchanged
Micro-Moments: Moments That Truly Matter
Confidential + Proprietary
Moments
7:05am Text Jim
7:45am Check time
8:12am Read text from Jim
9:03am Send work email
1:23pm Post vacation photos
3:29pm Text Karen
5:38pm Take picture of traffic
5:40pm Post picture of traffic
7:15am Find brunch place
7:53am Watch how-to fix faucet
video
8:59am Research vacation
destinations
10:07am Read about best running
shoes
1:23pm Watch mountain biking
videos
5:38pm Look up mortgage rates
Micro-moments
I-want-to-know
moments
66%
of smartphone users turn
to their phones to look up
something they saw in a
TV commercial
53%
of online video viewers
watch online video to be
inspired or entertained
YouTube is the
#1
platform 18-34 year-olds
choose to explore their
passions
I-want-to-watch
what-I’m-into
moments
65%
of online consumers
look up more information
online now versus a
few years ago
I-want-to-go
moments
82%
of smartphone users use a
search engine when
looking for a local business
I-want-to-do
moments
100M+
hours of “how-to” content
have been watched on
YouTube so far this year
I-want-to-buy
moments
29%
increase in mobile
conversion rates in
the past year
2X
increase in “near me”
search interest in the
past year
91%
of smartphone users turn
to their phones for ideas
while doing a task
82%
of smartphone users
consult their phones
while in a store deciding
what to buy
Be There
Be Useful
Be Quick
Connect the Dots
Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots
Succeeding in a micro-moment world
You get a shot at your
competitor's customers
Many consumers aren’t
brand committed
Being there drives
brand awareness
Be There
Showing up gets your brand in the game to be
chosen, not just seen
Showing up in
mobile search ad
results can
increase unaided
brand awareness
by an impressive
6.9 percentage
points, or 46%
of smartphone users
have discovered a
new company or
product when
conducting a search
on their smartphones
smartphone users have
purchased from a company
or brand other than the one
they were seeking because
of information provided in
the moment they needed it
Action: Understand your Share of Intent
Be There
I-want-to-know
moments
I-want-to-go
moments
I-want-to-do
moments
I-want-to-buy
moments
Exercise: What are your customers micro-moments?
I-want-to-watch
what-I’m-into
moments
Consider the most searched topics for your brand or category. Try those
searches on desktop and mobile. Are you there, and do you like what you see?
What is the share of consumer intent you’re capturing with your mobile
marketing strategy? How big is the gap versus desktop? How big is the gap
versus your peer set?
Are you only there at the bottom of the funnel or are you there across the full
range of consumer needs, wants, and curiosities?
Are you also considering the various contexts of those needs, and are you
adjusting your strategy accordingly?
Key Questions
Be There
Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots
of consumers say that regularly
getting useful information from an
advertiser is the most important
attribute when selecting a brand
of smartphone users have
bought from a brand other than
their intended one because the
information provided was useful
of smartphone users say they're
more likely to buy from companies
who customize mobile information to
their location
Without utility in the moment, not only will
consumers move on, they actually might not ever
come back
Be Useful
I-Want-to-Know Moments
Be Useful
Action: Create snackable, educational
content — not the hard sell
69%
of smartphone users are more
likely to buy from companies
whose mobile sites or apps help
them easily find answers to their
questions
I-Want-to-Go Moments
Be Useful
Action: Use location signals to highlight relevant
locations, store inventory, and driving directions
71%
of smartphone users
say they’ve used a store
locator to find a shop
location
I-Want-to-Do Moments
Be Useful
Action: Provide “how-to” video content with
step-by-step instructions
48%
of smartphone users are
more likely to buy from
companies whose mobile
sites or apps provide
instructional video content
What do consumers want to learn about your category, products, or
services?
Are you helping consumers find nearby locations and highlighting in-
stock inventory on mobile?
What are consumers doing with your product or service? Do you have
“how-to” video content to support their efforts?
Where are consumers buying your product? How can you support
consumers who are buying from you in-store or while on-the-go?
Key Questions
Be Useful
Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots
of smartphone users will immediately
switch to another site or app if it’s too
clumsy or slow
of customers will abandon a site
that takes over 3 seconds to load
Dissatisfied visitors will never
return to a website where
problems have occurred
If speed thrills, friction kills
Be Quick
Provide alternatives to
finish the transaction
Implement one-click
functionality
Design efficient
forms
Action: Eliminate Steps
Be Quick
67%
of smartphone users who
switch to another site or app
will do so because it takes
too many steps to purchase
or get desired information
Put calls-to-action for
primary activities in a
prominent spot
Be Quick
61%
of smartphone users are
more likely to buy from
mobile sites and apps that
customize information to
their location
Use customers’
past behavior
Take advantage of
built-in GPS capabilities
Action: Anticipate Needs
Be Quick
47%
of consumers expect a page
to load in 2 seconds or less
Evaluate mobile site load time
Action: Load like Lightning
What is the key action you want users to take on your mobile site
or app? How long does it take to perform it?
Which functions on your mobile site are absolutely, positively,
undeniably essential for your customer?
What do you already know about your customer that can help you
anticipate their needs?
How long does it take for your site to load?
Key Questions
Be Quick
Succeeding in a micro-moment world
Be There
Be Useful
Be Quick
Connect the Dots
of consumers do
research before
entering a store
of people say they use
multiple screens for
everyday activities, such
as booking a hotel or
shopping for electronics
of smartphone
users turn to their
devices to help
them make a
product decision
when in stores
Digital drives people
in store
Mobile is the new
shopping assistant
People purchase across
screens
Micro-moments have fragmented the
consumer journey
Connect the Dots
Measure more
than just app
installs
Account for multi-
device behavior
Make sure
mobile gets
credit for call
conversions
Connect the Dots
40%
of smartphone users
who research on their
mobile device go on to
purchase on a desktop
Action: Measure Across Screens
Connect the Dots
57%
of people are more likely to
visit a store when they use
mobile search to help make
a decision
Measure how digital influences
offline behaviors
Action: Measure Across Channels
Are you measuring for clicks and sessions, or are you measuring
the real bottom line?
Are you accounting for all types of mobile-driven conversions,
including those that happen in your store, app, and call center?
What can your organization do to break down silos and keep them
talking?
Key Questions
Connect the Dots
Be There
Be Useful
Connect the Dots
Be Quick
❑ Tap into Your Audience’s Passions
❑ Create Snackable, Educational Content
❑ Use Location Signals
❑ Provide How-To Video Content
❑ Empower Purchases on All Channels and Devices
❑ Identify your Moments
❑ Understand your Share of Intent
❑ Eliminate Steps
❑ Anticipate Needs
❑ Load like Lightening
❑ Measure Across Screens
❑ Measure Across Channels
❑ Nix Team Silos
Micro-Moments Checklist
APPENDIX

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Win Micro-Moments with Mobile Marketing

  • 1. Ben Goldman Google Media Partnerships 09/14/2016 Micro−Moments Guide to Winning
  • 2. Confidential + ProprietaryGoogle Confidential & Proprietary 20052005
  • 3. Confidential + ProprietaryGoogle Confidential & Proprietary 2014
  • 5. Confidential + Proprietary Nomophobia noun a fear of being without mobile device, power source, or service area
  • 6. Confidential + Proprietary How long does it take for the average person to report a lost: vs 26 hrs 68 mins Source: Unisys
  • 7. Confidential + Proprietary What drives consumer behavior is unchanged
  • 8. Confidential + Proprietary What drives consumer behavior is unchanged
  • 9. Confidential + Proprietary What drives consumer behavior is unchanged
  • 10. Confidential + Proprietary What drives consumer behavior is unchanged
  • 11. Confidential + Proprietary Consumers want... ...so they... ...so advertisers... ...but now... What drives consumer behavior is unchanged
  • 14. Moments 7:05am Text Jim 7:45am Check time 8:12am Read text from Jim 9:03am Send work email 1:23pm Post vacation photos 3:29pm Text Karen 5:38pm Take picture of traffic 5:40pm Post picture of traffic
  • 15. 7:15am Find brunch place 7:53am Watch how-to fix faucet video 8:59am Research vacation destinations 10:07am Read about best running shoes 1:23pm Watch mountain biking videos 5:38pm Look up mortgage rates Micro-moments
  • 16. I-want-to-know moments 66% of smartphone users turn to their phones to look up something they saw in a TV commercial 53% of online video viewers watch online video to be inspired or entertained YouTube is the #1 platform 18-34 year-olds choose to explore their passions I-want-to-watch what-I’m-into moments 65% of online consumers look up more information online now versus a few years ago I-want-to-go moments 82% of smartphone users use a search engine when looking for a local business I-want-to-do moments 100M+ hours of “how-to” content have been watched on YouTube so far this year I-want-to-buy moments 29% increase in mobile conversion rates in the past year 2X increase in “near me” search interest in the past year 91% of smartphone users turn to their phones for ideas while doing a task 82% of smartphone users consult their phones while in a store deciding what to buy
  • 17. Be There Be Useful Be Quick Connect the Dots Succeeding in a micro-moment world
  • 18. Be There Be Useful Be Quick Connect the Dots Succeeding in a micro-moment world
  • 19. You get a shot at your competitor's customers Many consumers aren’t brand committed Being there drives brand awareness Be There Showing up gets your brand in the game to be chosen, not just seen Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46% of smartphone users have discovered a new company or product when conducting a search on their smartphones smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it
  • 20. Action: Understand your Share of Intent Be There
  • 21. I-want-to-know moments I-want-to-go moments I-want-to-do moments I-want-to-buy moments Exercise: What are your customers micro-moments? I-want-to-watch what-I’m-into moments
  • 22. Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there, and do you like what you see? What is the share of consumer intent you’re capturing with your mobile marketing strategy? How big is the gap versus desktop? How big is the gap versus your peer set? Are you only there at the bottom of the funnel or are you there across the full range of consumer needs, wants, and curiosities? Are you also considering the various contexts of those needs, and are you adjusting your strategy accordingly? Key Questions Be There
  • 23. Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  • 24. of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand of smartphone users have bought from a brand other than their intended one because the information provided was useful of smartphone users say they're more likely to buy from companies who customize mobile information to their location Without utility in the moment, not only will consumers move on, they actually might not ever come back Be Useful
  • 25. I-Want-to-Know Moments Be Useful Action: Create snackable, educational content — not the hard sell 69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions
  • 26. I-Want-to-Go Moments Be Useful Action: Use location signals to highlight relevant locations, store inventory, and driving directions 71% of smartphone users say they’ve used a store locator to find a shop location
  • 27. I-Want-to-Do Moments Be Useful Action: Provide “how-to” video content with step-by-step instructions 48% of smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content
  • 28. What do consumers want to learn about your category, products, or services? Are you helping consumers find nearby locations and highlighting in- stock inventory on mobile? What are consumers doing with your product or service? Do you have “how-to” video content to support their efforts? Where are consumers buying your product? How can you support consumers who are buying from you in-store or while on-the-go? Key Questions Be Useful
  • 29. Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  • 30. of smartphone users will immediately switch to another site or app if it’s too clumsy or slow of customers will abandon a site that takes over 3 seconds to load Dissatisfied visitors will never return to a website where problems have occurred If speed thrills, friction kills Be Quick
  • 31. Provide alternatives to finish the transaction Implement one-click functionality Design efficient forms Action: Eliminate Steps Be Quick 67% of smartphone users who switch to another site or app will do so because it takes too many steps to purchase or get desired information
  • 32. Put calls-to-action for primary activities in a prominent spot Be Quick 61% of smartphone users are more likely to buy from mobile sites and apps that customize information to their location Use customers’ past behavior Take advantage of built-in GPS capabilities Action: Anticipate Needs
  • 33. Be Quick 47% of consumers expect a page to load in 2 seconds or less Evaluate mobile site load time Action: Load like Lightning
  • 34. What is the key action you want users to take on your mobile site or app? How long does it take to perform it? Which functions on your mobile site are absolutely, positively, undeniably essential for your customer? What do you already know about your customer that can help you anticipate their needs? How long does it take for your site to load? Key Questions Be Quick
  • 35. Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  • 36. of consumers do research before entering a store of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics of smartphone users turn to their devices to help them make a product decision when in stores Digital drives people in store Mobile is the new shopping assistant People purchase across screens Micro-moments have fragmented the consumer journey Connect the Dots
  • 37. Measure more than just app installs Account for multi- device behavior Make sure mobile gets credit for call conversions Connect the Dots 40% of smartphone users who research on their mobile device go on to purchase on a desktop Action: Measure Across Screens
  • 38. Connect the Dots 57% of people are more likely to visit a store when they use mobile search to help make a decision Measure how digital influences offline behaviors Action: Measure Across Channels
  • 39. Are you measuring for clicks and sessions, or are you measuring the real bottom line? Are you accounting for all types of mobile-driven conversions, including those that happen in your store, app, and call center? What can your organization do to break down silos and keep them talking? Key Questions Connect the Dots
  • 40. Be There Be Useful Connect the Dots Be Quick ❑ Tap into Your Audience’s Passions ❑ Create Snackable, Educational Content ❑ Use Location Signals ❑ Provide How-To Video Content ❑ Empower Purchases on All Channels and Devices ❑ Identify your Moments ❑ Understand your Share of Intent ❑ Eliminate Steps ❑ Anticipate Needs ❑ Load like Lightening ❑ Measure Across Screens ❑ Measure Across Channels ❑ Nix Team Silos Micro-Moments Checklist