Smartphones have changed the way we make purchases. Whereas once the power lay almost entirely with brands, who could influence consumers’ decision-making through advertising, now the power has shifted to consumers, who have the ability to search for anything they like in an instant thanks to their smartphone. This has given rise to Google’s Micro Moments philosophy and the Moment Marketing methodology it suggests to enable businesses to take advantage of these Micro Moments.
“[In some moments], we’re very open to the influence of brands. These are the moments when we want help informing our choices or making decisions… 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 that 82% of smartphone users say they consult their phones on purchases they’re about to make in a store, and 91% of them turn to their phones for ideas in the middle of a task. These micro-moments are critical touch-points within today’s consumer journey, and when added together, they ultimately determine how that journey ends”.
But how do businesses take advantage and ensure the journey ends with the consumer buying from them? Google suggests a three-stage approach: BE THERE, BE USEFUL, and BE QUICK. It’s not quite as simple as that makes it seem though, as in each stage there are a multitude of questions that must be asked and requirements that must be met to stand a chance of success.
Moment Marketing is a complex new process of looking at marketing activity, and takes some research to understand. As it’s quite a novel concept too, there are few successful case studies to take inspiration from. Over the coming months, we’ll be taking you through all the steps you need to know in order to get to grips with Micro Moment Marketing, with the first one being to understand exactly which Micro Moments are important to your business, and how you can identify them.
Understand Your Visitors
You can’t try to attract new customers if you don’t know what your current ones are interested in. Look at how your site is performing using a web analytics platform like mporium insights. Understand which pages are drawing the most visits and which are generating the highest engagement rates. Are there pages that users are spending a long time on, but that only a handful of your overall visitors are actually landing on? Is the reverse true: are many people visiting a certain page but exiting after spending nothing more than a few seconds on it? Look into referring keywords. Are you seeing a particularly high number of visits from a certain keyword? Or are you gaining a lot of impressions from keywords but relatively few of them are converting into clicks? Answer these questions and then analyse what those answers say about your customers and any potential customers.
Go beyond your site
To increase a customer base, you’ve obviously got to look beyond your pre-existing customers. Google Trends is a free service that allows you to do just that. Simply head to the site, type in the term you want to know more about, and you’ll be presented with data on how much that term has been searched for across a given period of time. This allows you to understand the long-term value of the term, any seasonal peaks and troughs it may experience throughout the year, and any regional variations (for example, what is being searched for most: jackets or coats?). Most importantly, you can compare and contrast to understand which terms, and therefore which of your products, are garnering most organic traction.
Analyse Social Media
Understanding trends is about more than just Search. Careful analysis of Social Media can also turn up some vital insight into what customers are talking about and, perhaps more critically, what they’re actually saying. If you sell TVs, are consumers taking to Facebook and Twitter to complain about the clarity (or lack thereof) of information? If you sell an FMCG product, is there a desire among consumers for nutritional information or data about calories? Gather the data, understand it, and work out what it says about your customers, potential customers, and the sector as a whole. By doing so, you’ll understand more than just the basic questions that are being asked, but the actual sentiment behind those questions.
After Google, YouTube is the internet’s second most popular search engine, and the content available there is quickly improving. Unboxing has become a significant opportunity for consumers to learn more about the products they’re buying without the bells and whistles of traditional advertising: they get a vision of the product as it is, rather than how the brand wants it to be seen. That is, of course, risky for brands, but it’s critical to understand this trend, how consumers are using it, and what they are saying about your products or competitors’ products. This trend will only grow during 2016, so it’s important to get in on the ground floor.
These are by no means the only steps you need to take to identify the Micro Moments that are important to you, but they’re a useful start that you can build on. Next month, we’ll take a look at being there and how you can get noticed in these Micro Moments, so make sure you subscribe to our blog to receive updates straight to your inbox.