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One Squared Presentation: Josh Weum - Google Micro Moments Workshop


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Josh Weum from Google gave a great workshop on Micro Moments.

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One Squared Presentation: Josh Weum - Google Micro Moments Workshop

  1. 1. Micro Moments Workshop How Our Biggest Opportunities Are Found In The Smallest Moments 10/13/2016
  2. 2. Josh Weum Google AdWords Digital Ambassador Why Online? Why Now? Why Google? Why Work With Leighton Interactive?
  3. 3. Why Online?
  4. 4. Proprietary + Confidential Google internal data, Global, March 2016.
  5. 5. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Google Internal Data, for 10 countries including the US and Japan, April 2015. Over half of those searches happen on mobile.
  6. 6. Proprietary + Confidential
  7. 7. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Micro-moments have changed the customer journey Immediacy of action Acting on any stimulus, whenever we’re motivated to High expectations for relevance and for frictionless experiences Unscripted decisions More loyalty to the need in the moment vs. a brand
  8. 8. Why Now?
  9. 9. 61% now prefer news on PC, tablet, laptop or mobile to newspaper
  10. 10. Google Confidential and Proprietary Online Video 70% of US population watches YouTube Social Media 4x more likely to buy a product recommended by a friend Online Review 77% look at online reviews before making a purchase Mobile 41% research and purchase on a smartphone Display Ad 51% of consumers learn about new products from online advertising View in Store 72% research online while viewing the products in store new wheelchair Search 93% of buyers research online before purchasing Now, people use the internet as a hub...
  11. 11. Google Confidential and Proprietary 1% Newspapers 10.5% Radio 35.8% TV 1% Mags 38.7% TV North America Media Consumption North America Ad Spend Does your marketing spend align with your audience? 42.8% Digital 8.8% Mags 10.4% Newspapers 9.1% Radio 24.9% Digital
  12. 12. Google Confidential and Proprietary
  13. 13. Tom has been injured recently and wants to explore what kinds of treatment options he may have available to him. This is how someone like Tom might start this process in 2016. Meet Tom! chiropractor near me
  14. 14. Why Google?
  15. 15. Proprietary + Confidential Over 1 Billion users each Google Q4 2015 Earnings Call.
  16. 16. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Be There Be Useful Be Quick Connect the Dots
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. What do consumers want to learn about your category, products, or services? Are you helping consumers find nearby locations on their mobile devices? Where are consumers researching your products? How can you support consumers who are researching on-the-go? Key Questions Be Useful
  21. 21. 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 Concerned about your website speed issues? Kasasa offers their web service FIRSTbranch for mobile and responsive websites!
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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 Lightning ❑ Measure Across Screens ❑ Measure Across Channels ❑ Nix Team Silos Micro-Moments SMB Checklist Customize with your client’s site
  26. 26. Why Work With Leighton Interactive?
  27. 27. Proprietary + Confidential Performance Time Market knowledge Google Confidential and Proprietary The Value of a Google Partner Agency:
  28. 28. Google Confidential and Proprietary What does our partnership with Leighton mean for you? Cutting Edge Products Exclusive access to beta products and pilot programs Optimal Performance Dedicated team to provide custom recommendations at the account level Growth Together, we know what it takes to win, and we can help exceed your goals
  29. 29. Thank You For Joining Us!