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Why our biggest opportunities
lie in the smallest moments
Stephen Murphy, Agency Lead
We’re tuning in more than ever.
per day
At bus stop, listen
to music playlist
8:30am
Buy new bag to
take on holiday
11:15am
Browse festival
styles on YouT...
Moments
7:05am Text Jim
7:45am Check time
8:12am Read text from Jim
9:03am Send work email
1:23pm Post holiday photos
3:29...
7:15am Find breakfast cafe
7:53am Check hotel rates for
weekend break
8:59am Check things to do
in Northern Ireland
10:07a...
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 ...
Action: Identify your customers’ moments
Be There
Hotels in Belfast tonight
How do I get to the Giant’s Causeway
Belfast C...
Consider the most searched topics for your brand or category. Try those
searches on desktop and mobile. Are you there, and...
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 selecti...
I-Want-to-Know Moments
Be Useful
Action: Create snackable, educational
content — not the hard sell
69%
of smartphone users...
I-Want-to-Go Moments
Be Useful
Action: Use location signals to highlight relevant
locations, store inventory, and driving ...
I-Want-to-Do Moments
Be Useful
Action: Provide “how-to” video content with
step-by-step instructions
48%
of smartphone use...
I-Want-to-Buy Moments
Be Useful
Action: Empower purchases in-store, on mobile, via
a call center, or across devices
58%
of...
What do consumers want to learn about your category, products, or
services?
Are you helping consumers find nearby location...
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 ...
Provide alternatives to
finish the transaction
Implement one-click
functionality
Design efficient
forms
Action: Eliminate ...
Put calls-to-action for
primary activities in a
prominent spot
Be Quick
61%
of smartphone users are
more likely to buy fro...
Be Quick
47%
of consumers expect a page
to load in 2 seconds or less
Evaluate mobile site load time
Action: Load like Ligh...
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 funct...
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 ...
Account for multi-
device behavior
Connect the Dots
40%
of smartphone users
who research on their
mobile device go on to
p...
Connect the Dots
57%
of people are more likely to
visit a store when they use
mobile search to help make
a decision
Measur...
Connect the Dots
62%
of marketers measure
marketing efficiency and
effectiveness based on
each specific channel or
campaig...
Are you measuring for clicks and sessions, or are you measuring
the real bottom line?
Are you accounting for all types of ...
Be There
Be Useful
Connect the Dots
Be Quick
❑ Answer all the Moments
❑ Use Location Signals
❑ Provide How-To Content
❑ Em...
OUR BIGGEST OPPORTUNITIES
lie in the
SMALLEST MOMENTS
www.thinkwithgoogle.com/micromoments
murphys@google.com
Google's guide to Micro Moments: Winning the moments that matter
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Google's guide to Micro Moments: Winning the moments that matter

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Why our biggest opportunities lie in the smallest moments. Making the most of online advertising in a mobile-first world.

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Google's guide to Micro Moments: Winning the moments that matter

  1. 1. Why our biggest opportunities lie in the smallest moments Stephen Murphy, Agency Lead
  2. 2. We’re tuning in more than ever.
  3. 3. per day At bus stop, listen to music playlist 8:30am Buy new bag to take on holiday 11:15am Browse festival styles on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while queueing 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps to get directions to cafe for lunch 1:13pm At work, book concert tickets 11:36am Wake up and read news online 6:50am On the bus, read articles about latest smartphone 8:42am 150x
  4. 4. Moments 7:05am Text Jim 7:45am Check time 8:12am Read text from Jim 9:03am Send work email 1:23pm Post holiday photos 3:29pm Text Karen 5:38pm Take picture of traffic 5:40pm Post picture of traffic
  5. 5. 7:15am Find breakfast cafe 7:53am Check hotel rates for weekend break 8:59am Check things to do in Northern Ireland 10:07am Look up hiking trails around Antrim 1:23pm Search hillwalking shoes 5:38pm Look up train prices Micro-moments
  6. 6. Be There Be Useful Be Quick Connect the Dots Succeeding in a micro-moment world
  7. 7. Be There Be Useful Be Quick Connect the Dots Succeeding in a micro-moment world
  8. 8. 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 frame 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
  9. 9. Action: Identify your customers’ moments Be There Hotels in Belfast tonight How do I get to the Giant’s Causeway Belfast City Tour times Fermanagh Lakeland Cottages Things to do in Northern Ireland
  10. 10. 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? 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
  11. 11. Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Be Quick 47% of consumers expect a page to load in 2 seconds or less Evaluate mobile site load time Action: Load like Lightning
  23. 23. 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
  24. 24. Succeeding in a micro-moment world Be There Be Useful Be Quick Connect the Dots
  25. 25. 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
  26. 26. Account for multi- device behavior Connect the Dots 40% of smartphone users who research on their mobile device go on to purchase on a desktop Action: Measure Across Screens
  27. 27. 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
  28. 28. Connect the Dots 62% of marketers measure marketing efficiency and effectiveness based on each specific channel or campaign Nix the silos and create closer collaboration Action: Remove Team Silos
  29. 29. 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
  30. 30. Be There Be Useful Connect the Dots Be Quick ❑ Answer all the Moments ❑ Use Location Signals ❑ Provide How-To Content ❑ Empower Purchases on All Channels and Devices ❑ Identify your Moments ❑ Be Present for each ❑ Eliminate Steps ❑ Anticipate Needs ❑ Load like Lightning ❑ Measure Across Screens ❑ Measure Across Channels ❑ Nix Team Silos Micro-Moments Checklist
  31. 31. OUR BIGGEST OPPORTUNITIES lie in the SMALLEST MOMENTS
  32. 32. www.thinkwithgoogle.com/micromoments murphys@google.com

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