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Micro-moments and the shopper journey (Economedia)

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Micro-moments and the shopper journey (Economedia)

  1. 1. Confidential + Proprietary Aleks Bozhinov (Account Manager) Nikolay Bonev (Account Strategist) 14.04.2016 Micro-moments and the Shopper Journey
  2. 2. Confidential + Proprietary Agenda Online Consumer Trends Micro-Moments 1 2
  3. 3. Confidential + Proprietary Online Consumer Trends
  4. 4. Confidential + Proprietary ✓ ✓ ✓ To unlock new opportunities, true insights must be novel credible actionable
  5. 5. Confidential + Proprietary Online research The online customer journey 74% 29% Online purchase 45% Offline purchase
  6. 6. Confidential + Proprietary Bulgaria has more screens than ever { There are 2,2 devices connected to the internet per person in Bulgaria in 2015. This is a 30% growth from 2013. 2,2devices per person
  7. 7. Confidential + Proprietary Search is mobile 4 out of 10 are using search engines via smartphones at least weekly …making it crucial for businesses to think mobile.
  8. 8. Confidential + Proprietary The online customer journey 7 out of 10 are watching online video on their smartphones every week
  9. 9. Confidential + Proprietary The smart viewer is a focused viewer
  10. 10. Confidential + Proprietary The Micro Moments
  11. 11. Confidential + Proprietary We don’t go online. We live online.
  12. 12. Confidential + Proprietary per day At bus stop, listen to new music playlist 8:30am Buy new tote to take to Coachella 11:15am Browse festival styles on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps to get directions to Creole food truck 1:13pm At work, book Coachella tickets 11:36am Wake up and read news online 6:50am On the bus, read articles about Coachella 8:42am 150x
  13. 13. 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
  14. 14. Confidential + Proprietary 7:15am Find brunch place 7:53am Watch how-to fix bike chain video 8:59am Research vacation destinations 10:07am Read about best running shoes 1:23pm Watch mountain biking videos Micro-moments
  15. 15. Confidential + Proprietary Micro-Moments: Moments That Truly Matter
  16. 16. Confidential + Proprietary I-want-to-know moments 66% of smartphone users turn to their phones to look up something they saw in a TV commercial 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. 17. Confidential + Proprietary How to reach yours customers in the moments that matter?
  18. 18. Confidential + Proprietary Be There Be Useful Be Quick Connect the Dots Succeeding in a micro-moment world
  19. 19. Confidential + Proprietary Be There Be Useful Be Quick Connect the Dots Succeeding in a micro-moment world
  20. 20. Confidential + Proprietary 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
  21. 21. Confidential + Proprietary I-NEED-A-SMALLER-CAR MOMENTS After a 28 year hiatus in the U.S. market, Fiat deployed search ads to drive brand awareness to a new generation of automotive consumers. 21
  22. 22. Confidential + Proprietary Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  23. 23. Confidential + Proprietary 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
  24. 24. Confidential + Proprietary Winning an upper funnel moment within the research phase of the purchase journey. I-WANT-TO-KNOW MOMENTS
  25. 25. Confidential + Proprietary 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
  26. 26. Confidential + Proprietary Insert Home Depot “how to” collection YouTube Screen Shot I-WANT-TO-DO MOMENTS Home Depot created a how-to video series on YouTube that helped consumers get things done around the house.
  27. 27. Confidential + Proprietary I-Want-to-Buy Moments Be Useful Action: Empower purchases in-store, on mobile, via a call center, or across devices 58%of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly
  28. 28. Confidential + Proprietary Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  29. 29. Confidential + Proprietary of smartphone users will immediately switch to another site or app if it’s too slow or not user-friendly enough of customers will abandon a retail or travel 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
  30. 30. Confidential + Proprietary 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
  31. 31. Confidential + Proprietary PICK-UP-WHERE-I-LEFT-OFF MOMENTS Beyond the Rack doubles mobile sales after launching dedicated mobile site.
  32. 32. Confidential + Proprietary 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. 33. Confidential + Proprietary I-JUST-WANT-TO-BOOK MOMENTS Virgin America redesign their mobile website to focus on what matters most to customers: booking a flight.
  34. 34. Confidential + Proprietary Be Quick 47% of consumers expect a page to load in 2 seconds or less Evaluate mobile site load time Action: Load like Lightning
  35. 35. Confidential + Proprietary I-NEED-IT-FAST MOMENTS Walmart improved mobile performance with faster load times.
  36. 36. Confidential + Proprietary Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  37. 37. Confidential + Proprietary 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
  38. 38. Confidential + Proprietary Proprietary + Confidential Gain insight in the research behaviour of today’s online shopper 42% 64% online shoppers use video as part of their pre-purchase research use YouTube to find products 32% of people that watch video on their phones report visiting YouTube to help with a purchase while in store or on a brand’s website Sources: Think With Google 2014, Google/IPSOS Brand Building on Mobile Survey, February 2015
  39. 39. Confidential + Proprietary UNDERSTAND THE CUSTOMER JOURNEY BUILD INCREMENTAL INSIGHTS FROM DIFFERENT VIEWPOINTS ONLINE-TO-OFFLINE ACROSS DEVICES Conversion Generic Search Brand Search WITHIN CHANNELS Display Conversion ACROSS CHANNELS Mobile Search Conversion Desktop Search Desktop Search Store Visit Conversion Search
  40. 40. Confidential + Proprietary An adaptation of Avinash Kaushik’s See/Think/Do audience-centric business framework to drive your thinking about gaining a better understanding of today’s shopper journey SEE/THINK/DO/CARE FRAMEWORK Broadest addressable users Goal: see and know my brand Users thinking about purchasing Goal: consider my brand’s offerings Users ready to purchase now Goal: purchase my brand’s products/services SEE THINK DO CARE Users who have purchased twice Goal: purchase again, become loyal to my brand
  41. 41. Confidential + Proprietary CERTAIN MEDIA REACHES CERTAIN AUDIENCES ONLY AT CERTAIN STAGES D I S P L A Y S E O S E O S E M STANDARD ASSUMPTIONS OF MEDIA A F F I L I A T E S SEE THINK DO
  42. 42. Confidential + Proprietary BREAKING DOWN ASSUMPTIONS MAKE THE OMNICHANNEL SHIFT SEE THINK DO S O C IA LS O C I A L S E O S E O S E O D I S P L A Y D I S P L A Y D I S P L A Y Y O U T U B E Y O U T U B E Y T S E M S E MS E M A F F I L I A T E S E M A I LE M A I L
  43. 43. Confidential + Proprietary PAID MEDIA PLAYS MANY ROLES WIDE SCOPE OF TARGETING & OBJECTIVES DEMO / PSYCHO / SOCIAL IN MARKET / SIMILAR AUDIENCES / TOPICS / AFFINITY / REMARKETING REMARKETING / CONTEXTUAL PRODUCT-DRIVEN / OFFERS YOUTUBE / FIRST WATCH DEMO/PSYCHO/SOCIAL/INTEREST CATEGORY IN MARKET / SIMILAR AUDIENCES / TOPICS / AFFINITY / REMARKETING PRODUCT VIDEO BRAND / PRODUCT LOWER FUNNEL GENERIC INDUSTRY YOUTUBE SEARCH / CATEGORY GENERIC / MID FUNNEL SEE THINK DO
  44. 44. Confidential + Proprietary Customer journey to online purchase - Shopping, Germany https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/shopping/large/email
  45. 45. Confidential + Proprietary Begin to Understand How Individual Channels Perform Using the Assist / Last Reports
  46. 46. Confidential + Proprietary Ratios tell us the role of the channel Assist Ratios 5.015.0 0.30.5 Organic Search Direct 0.8 0.63.1 More likely to be assist touchpoint 9.0 Email Brand Paid Search Display & Video: Upper Funnel Display & Video: Mid-Funnel Paid Search: Generic 0.7 Referral Display & Video: Lower Funnel
  47. 47. Confidential + Proprietary 5.015.0 0.30.5 Organic Search Direct 0.8 0.63.19.0 Email Brand Paid Search Display & Video: Upper Funnel Display & Video: Mid-Funnel Paid Search: Generic 0.7 Referral Display & Video: Lower Funnel More likely to be last touchpoint Assist Ratios Ratios tell us the role of the channel
  48. 48. Confidential + Proprietary 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
  49. 49. Confidential + Proprietary 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
  50. 50. Confidential + Proprietary 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 Micro-Moments Checklist

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