People now reflexively turn to their smartphone to search for information and make purchasing decisions. This document discusses how brands can reach consumers during these "micro-moments" by being present when people search on their phones, providing useful information to help with research, and enabling quick purchases. It provides examples of companies like Sephora, Unilever, Argos and Fancy that optimized their mobile experiences for the different micro-moments in the consumer journey.
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
Technology democratization has created a plethora of opportunities for brands to connect with consumers. Brands now need to understand what their consumers really want and establish connect with them at every stage of the purchase decision journey.
This post discusses the growing complexity in the brand-consumer love story and the need for brands to revisit their consumer engagement strategy in order to succeed in the digital age. Customer loyalty in the digital age outlines the gap that exists between consumers demand and brand outreach. It also designs the customer loyalty strategy for brands to reach to the connected consumers.
What's your consumer loyalty strategy? Do share your thoughts.
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
Understanding how to leverage the customers path to purchase as part of the ThinkBlink process. It can take merely seconds for a consumer to initiate a purchase decision, no matter how large or small they may be. Whether buying a house, a car, or a stick of gum at the grocery store, engaging the customer quickly and effectively can make the difference of whether or not they will buy a product.
Consumer Decision Journey in the Digital AgeAlok Ranjan
The consumer decision journey no longer follows the linear model in the digital era. Enterprises are in the process of creating awe moments for consumers through multiple touch points. Customer retention is one of the arduous challenges facing enterprises in the digital age when small firms are disrupting the consumer buying decision journey. These slides explores the possible interventions in the consumer decision journey, explains the shift the consumer-enterprise interaction behavior, highlights the new model of consumer decision journey and provides recommendations to enterprises on how to capture the top of mind share of the connected consumers.
Awaiting your opinion and comments. Thanks.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey a...Apoorv Pandey
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey and Customer Experience : This is to explain how the landscape and behaviour are changing with the advent of digital age and also how marketers can leverage on digital landscape, use this opportunity to implement the right strategy to the target audience and find relevant data for analysis.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Technology democratization has created a plethora of opportunities for brands to connect with consumers. Brands now need to understand what their consumers really want and establish connect with them at every stage of the purchase decision journey.
This post discusses the growing complexity in the brand-consumer love story and the need for brands to revisit their consumer engagement strategy in order to succeed in the digital age. Customer loyalty in the digital age outlines the gap that exists between consumers demand and brand outreach. It also designs the customer loyalty strategy for brands to reach to the connected consumers.
What's your consumer loyalty strategy? Do share your thoughts.
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
Understanding how to leverage the customers path to purchase as part of the ThinkBlink process. It can take merely seconds for a consumer to initiate a purchase decision, no matter how large or small they may be. Whether buying a house, a car, or a stick of gum at the grocery store, engaging the customer quickly and effectively can make the difference of whether or not they will buy a product.
Consumer Decision Journey in the Digital AgeAlok Ranjan
The consumer decision journey no longer follows the linear model in the digital era. Enterprises are in the process of creating awe moments for consumers through multiple touch points. Customer retention is one of the arduous challenges facing enterprises in the digital age when small firms are disrupting the consumer buying decision journey. These slides explores the possible interventions in the consumer decision journey, explains the shift the consumer-enterprise interaction behavior, highlights the new model of consumer decision journey and provides recommendations to enterprises on how to capture the top of mind share of the connected consumers.
Awaiting your opinion and comments. Thanks.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey a...Apoorv Pandey
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey and Customer Experience : This is to explain how the landscape and behaviour are changing with the advent of digital age and also how marketers can leverage on digital landscape, use this opportunity to implement the right strategy to the target audience and find relevant data for analysis.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Mobile Research Study from Google & M/A/R/C ResearchNigel Mark Dias
Mobile In-Store Research
How in-store shoppers are using mobile devices
Research created in conjunction with: Google Shopper Marketing Agency Council, Research collaboration with Google, M/A/R/C Research, and top shopper
marketing agencies to uncover the role & opportunities for mobile in the shopping experience.
Impacto de móviles en la tiendas
Los efectos de la compra por el móvil y el comportamiento de los usuarios.
Mobile influye en el proceso de compra y aumenta el tamaño de la cesta. Los consumidores utilizan sus teléfonos para una variedad de actividades antes, durante y después de sus experiencias en las tiendas comerciales
Why mobile marketing is the most important dish on your advertising strategy plate.
Full article: https://adcumulus.com/blog-posts/mobile-marketing-still-going-strong/
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...listex_uk
DBD Media and Google, share thoughts on the future is mobile in 2016. Case studies, statistics, trends, industry comparisons. For LISTEX Summer Session, May 2016, a snowsports trade networking event.
5 Things You Need to Know About Selling to Local Consumers Street Fight
Toward the end of last year, American shoppers reached a remarkable milestone: consumers spent more in retail stores on products which they had researched on the Internet, than those they had not. According to eMarketer, Web-influenced offline sales now account for the largest category of retail spending in the American economy.
In the deck below, we take a look at the fundamentals of selling to the modern shopper. Informed, engaged and experimental, the modern consumer expects consistency and collaboration across a buying experience. More than anything else, however, shoppers retailers to listen, adapt and meet their demands across the digital and physical divide.
The Consumer Buying Behavior in the Digital AgeRob FitzGerald
It’s not enough to merely be online. Learning the new trends of consumer buying behavior is critical to conquering your market. It will provide better overall shopping experiences for your consumer and ultimately increase your company’s revenue...
https://connextdigital.com/blog/the-consumer-buying-behavior-in-the-digital-age/
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
Mobile phones and other devices have undoubtedly changed the way we communicate faster than any other societal advance in history. Today, more people own a cell phone than those that own a toothbrush, and nearly 75% of adults reported that they keep their mobile phone within 5 feet of themselves the majority of the time.
This has opened a wide range of opportunities for brands and businesses to converse with their customers, but many are still struggling to craft their messaging in a way that's attractive, engaging and non-invasive to these "untethered consumers.” Content strategists and marketers have their work cut out for them, but there are a few strategies you can use to reframe your perspective and take advantage of time, location and personalization to get and keep eyeballs.
• Apps aren't the only way to message your audience on mobile. You'll learn about 'The 4 Moments' and several ways you can use them to engage consumers at the right time, in the right place.
• Sometimes, getting personal can get creepy. Mistakes are judged particularly harshly in the digital, social and mobile realms; particularly when it comes to compliance with the law! You'll see examples of other's flops so you can avoid similar situations.
• And for some inspiration, you'll see award-winning, engaging mobile marketing campaigns, as well as simple, low-cost (and some free!) mobile marketing tactics you can start using today.
You can stop chasing after people with their noses in their screens and start getting THEM to follow YOU.
Retail remains the undisputed leader in consumer spending, despite the continued velocity in the digital retailing space. So how, then, what should startups know about retail and retailers? And how does user-centered design play a role in unlocking the tremendous opportunity? This was the subject of a two-hour talk give an Denver Startup Week in September, 2014.
Next In Practice - Practice Next Methodology PracticeNext
Here as Practice Next, Design Processes are an integral part of our system. This presentation charts the methods we use as a consultancy to arrive at business solutions that actually matter. Design for relevance, not for rhetoric.
If one looks at the media ecosphere today, the traditional media is at odds with newsfeed. No longer are people stopping to look at billboards. Nor are they cutting out print ads for future reference. And they are definitely not waiting for commercial breaks to entertain them. The average consumer on the street looks at advertisements as distractions that need to be done away with. Quick and fast.
So where and how does the marketer ‘connect’ with his consumer? Where is the value addition? And why should a consumer leave his preference for a particular brand and switch to another?
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
From Likes to Leads - Navigating 2024 Marketing Challenges with B2B & B2C Inf...
How to win with Micro Moments
1. People reflexively turn to their smartphone
to learn or buy something.
These are intent-rich moments when
decisions are made and preferences
shaped.
Micro-Moments
2. Consumer’s
Digital Journey
The smartphone has now become the go-to
advisor and assistant for every consumer.
For marketers, this means big opportunities and
being useful in relevant micro-moments.
3. 1. Understanding Digital Consumers
Behaviour Then and Now, Search on Mobile is driving local
6. Case Studies
2. How Brands Can Reach Out
Four Key Micro-Moments
3. Be There
4. Be Useful
5. Be Quick
7. Connect the Dots
4. Behaviour Then
60%
Six in 10 internet
users start
shopping on one
device but
continue or finish
on a different one
A shopper would either go online, browse a catalog, or walk the store aisles and learn more
about a product and either head to the cashier or head home to buy online.
5. Behaviour Now
Shoppers do the same albeit on their smartphone anytime, anywhere.
82%
smartphone users
say they consult
their phones on
purchases they're
about to make in a
store.
6. Search on mobile is driving local
w
a
People use their smartphones before
heading in-store—to gather ideas,
research products, and then search for
local information.
Searches for near me doubled in the past year.
Brands need to tap into the following common behaviour found in
consumer's journey, also known as "Micro-Moments"
Need/Desire Think of Ideas
Research Purpose
7. How Brands Can Use Micro-Moments to Reach Out
Understand shopper’s intent (looking to browse or buy) and their context (location, device used)
Show up on Google searches to be considered by the potential consumer.
Provide valuable information that will help them in research.
Purchase journey: in the form of searches, clicks, and website visits.
Embrace latest trends across various channels.
Be There, Be Useful, Be Quick
Does the device, time of the day or location call for a more tailored approach?
8. I-want-to-know
moment
I-want-to-go
moment
I-want-to-do
moment
I-want-to-buy
moment
Early research stage,
not yet in purchase
mode.
They want useful
information, maybe
even inspiration but not
the hard sell.
Curiosity can be
triggered by anything
and satisfied at any
time.
Relying on "how to"
searches to get to learn
or try something new.
Being there with the
right content is key.
We seek instruction for
just about everything.
Looking for business or
a product at a local
store.
Being present means
getting your brand
considered in that
moment.
Our digital lives connect
us to our physical world.
Ready to make a
purchase but may need
help deciding what or
how to buy.
It is vital to be there with
the right information,
irrespective of whether
they seek you out.
Mobile assists in
purchases across
channels.
Four Key Micro-Moments
These represent the full range of user needs.
9. Be There
66%
Apparel
smartphone
shoppers
turn to
Google for
ideas about
what to buy.
90%
Smartphone
users aren't
absolutely
sure of the
specific
brand they
want to buy
when they
begin
shopping.
73%
Users looked
for early
inspiration
and made
initial
discovery
online.
55%
Users were
prepared
online for
immediate
offline
purchase.
Source: Think With Google (2017)
10. Be There
I’m a big fan of doing what
you are really bad at. A lot.
At this early stage in the consumer decision journey, a brand's role is to
provide inspiration and ideas with content.
To be considered, you need to be present - not only when people search for
your brand, but also when they search on category terms related to the
products you carry.
Mobile Design: UI/UX
Imagery: Product images are the shopping feature they turn to the most.
Ensure your brand shows up
to be considered.
Video: Inspires and provides useful information
Studies have shown that you can increase unaided brand awareness simply by showing up in mobile search ad results.
11. Be Useful
Shoppers constantly search for the best: best product, best price, best reviews.
Consumers trust online
reviews as much as
personal
recommendations
88%
of mobile searches were
related to "best"
products.
Over
50% 32%
Internet users in India
view online videos to stay
up-to-date with trends.
12. Be Useful
Make it easy for consumers to
choose your brand by letting
others speak on your behalf.
Feature your product
reviews
Once on your site, consumers
may still grapple with making
the right decision.
It's easier to sell a home - just
like purses, furniture, or
jewellery when you show the
products in use.
Feature products in
context
6 in 10 internet users check
whether a product is available
in a local store before visiting a
store.
Example: Local inventory ads
Promote your best
sellers
Show local availability
of products
13. Be Quick
Encourage frictionless buying
Speed up your site
53% of smartphone users will immediately switch to another site or app if it doesn't load
within 3 seconds or satisfy their needs (that is, they can't find information or it's too slow)
Automate
Tools like DoubleClick, Dynamic Creative (DDC) parse through millions of data signals to find high value
users and identify right placement of adverts.
Provide multiple checkout and fulfilment options.
69% of people say that it is important that a retailer offers multiple ways to buy a product,
such as buying online or picking up in-store. Enable people to buy quickly via mobile
wallets and other platforms where their information is stored.
14. Be Quick
This is the moment the consumer chooses you.
I’m a big fan of doing what
you are really bad at. A lot.It's crucial to show up with a
fast, frictionless mobile
experience.
Slow or clunky sites drive
away customers, or worse,
closer to the competitor.
16. I-Want-To-Know Moment
I’m a big fan of doing what
you are really bad at. A lot.
Observation
Shoppers were turning to their phones while they were
shopping - for product ratings and reviews online
before they put something in their basket.
Solution
Sephora built their app experience around this insight,
allowing customers to scan products to read consumer
ratings and reviews, view purchase history to remember
the exact shade of a product they already have, and
save loyalty information so they can earn points and
redeem for gifts.
Case Study: Sephora
17. I-Want-To-Do Moment
I’m a big fan of doing what
you are really bad at. A lot.
Observation
Online demand for hair information wasn’t being met by
beauty brands.
Solution
In partnership with Google, Unilever researched search
term data to predict hair trends, and accordingly created
new content for their YouTube Channel “All Things
Hair”.
Keeping in mind the consumer intent and context, they
provided simple, credible answers to consumers in their
I-want-to-do hair care moments and drove phenomenal
brand engagement.
Case Study: Unilever's "All Things Hair"
18. I-Want-To-Go Moment
Case Study: Argos
Observation
Argos, one of the U.K.'s best-known "high
street" retailers for 40 years, discovered
that 46% customers started online, while
90% still end up in-store to buy.
Solution: Integrate immediacy
Fast Track—a speedy, in-store pickup
option that Argos launched in 2014—allows
customers to collect their products in-store
in fewer than 60 seconds.
19. I-Want-To-Buy Moment
Observation
Customers buy on impulse but these
impulses can be lost quickly when the
buyer is confronted with a long payment
flow.
Solution
Google Pay: check out on mobile by
entering their payment and shipping
information with a single click, doubled
their conversion rate.
Case Study: Fancy
20. Connect
the dots
across
screens
You don’t have mobile customers and desktop
customers. You just have customers.
Watch out for phone calls, cross-device
conversions, store visits.
Answer the Call
Mobile phone calls typically
lead to higher conversion
rates and website traffic.
Look Beyond Mobile Sales
Users tend to look up on mobile for
prizes, sizes, reviews, store
directions, to download an app or call
a business directly.
Measure More Than Just App Installs
Go beyond app installs and
ask how you can provide
useful content and
functionality to engage your
user base to drive sales.
Account for Multi-Device Behaviour
90% use multiple screens for
everyday activities while 40%
smartphone users research
on their phone and purchase
on desktop.
21. The Way forward
I’m a big fan of doing what
you are really bad at. A lot.The Way forward as we go full-speed into 2018, here are three things to keep in
mind:
1. Paint a comprehensive picture of your user’s journey via intelligent data use.
2. Strive for a fast and frictionless pathway for users to engage with your brand.
3. Providing value beyond what you’re offering is the best way to begin building your identity.
Happy Marketing
22. I’m a big fan of doing what
you are really bad at. A lot.Customer experience is the battleground for brands today.
PracticeNext helps partner brands create the best customer experiences, across the entire customer
journey. Through our connected offerings in technology, marketing, content and commerce, we
create new ways to win.
If you'd like to learn more about how we can help, visit https://www.practicenext.com/
We Are PracticeNext