The document discusses how consumers are spending more time on digital platforms, especially on mobile devices. It notes that most future growth in digital media consumption will come from mobile. It also discusses the concept of "micro-moments", which are intent-rich moments when consumers turn to their devices to research, learn, or purchase something. The document advocates that companies identify these micro-moments and engage consumers during them by providing helpful, frictionless experiences on mobile. It provides examples of micro-moments and suggests metrics like measuring engagement across different platforms and devices.

1. Winning the Moments that Matter
Why the biggest opportunities are in the smallest moments
Rise Interactive
February 24, 2016
Speaker: Laura Sardegna, Head of Industry, Catalyst

2. How long does it take for the
average person to report a lost:
vs
26 hrs 68 mins
Source: Unisys

3. Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Average time spent per day by US adults
shifts toward digital
Source: eMarketer 2015 - via US Census
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
TV Radio Print Digital Other
2011
2015
Source: eMarketer 2015 - via US Census

4. Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Most of the growth in digital from here on
out will be from mobile
TV Radio Print Digital Other
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
2011
2015
D+L M
D+L
M
Source: eMarketer 2015 - via US CensusSource: eMarketer 2015 - via US Census

5. Nomophobia
noun
a fear of being without
mobile device, power
source, or service area

6. SUCCEEDING IN A MICRO-
MOMENT WORLD
ENGAGE DURING
MICRO-MOMENTS
IDENTIFY
MICRO-MOMENTS
MEASURE BY
CONNECTING THE
DOTS
CREATE
FRICTIONLESS
EXPERIENCES

7. SUCCEEDING IN A MICRO-
MOMENT WORLD
ENGAGE DURING
MICRO-MOMENTS
IDENTIFY
MICRO-MOMENTS
MEASURE BY
CONNECTING THE
DOTS
CREATE
FRICTIONLESS
EXPERIENCES

9. We don’t go online. We live online.

10. 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

11. A moment we reflexively turn to a device to act
on a need we have in that moment – to learn, discover,
find or buy something.
Intent-rich moment when decisions are being made
and preferences are being shaped.
1.
2.
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: Micro-Moments

12. Meet Giana
In the drugstore aisle Giana
researches medicine options and
opts to buy the small tube that’s
4x the price of others.
best cold sore medicine

14. HELP-ME-CHOOSE
MOMENT
Giana, 26, Waitress
MARKETING IMPLICATION:
Consumers turn to mobile for last-minute
confidence. Marketers need to provide it
for them by being there in-the-moment
with helpful content.
Giana is surprised by the price difference
between fever sore remedies and turns to
her phone to see if Abreva is worth it.
AUDIENCE
7:54pm, in-store
CONTEXT
INTENT

15. Laura, mother of 3
MARKETING IMPLICATION:
Provide the most frictionless way to ‘do
in-between time research - at home,
online...or in the snow!
At the park sledding, my 2 year old son said
“I’m cold, I want to go home” after 5 mins of
sledding. I took him back to the car, grabbed
my phone and started to research “trips to
warm weather locations”
AUDIENCE
12:30pm, in the snow
CONTEXT
INTENT
TIME-FOR-SOME-WARM-
WEATHER-TRIP
MOMENT
flights sydney to lusaka
trips to warm weather locations

16. CONNECT
THE
DOTS

21. SUCCEEDING IN A MICRO-
MOMENT WORLD
BE USEFUL
DURING MICRO-
MOMENTS
IDENTIFY
MICRO-MOMENTS
MEASURE BY
CONNECTING THE
DOTS
CREATE
FRICTIONLESS
EXPERIENCES

22. Source: Think with Google Source: Think with Google Source: Think with Google Source: Think with Google

23. Source: Think with Google Source: Think with Google Source: Think with Google Source: Think with Google

24. 60%+
Supermarkets
45%+
Car Dealerships
Aggregated anonymized internal data from a sample of US users that have turned on Location History. Queries were considered as being
"from" a location if they occurred within one hour of a user visit to the location.
50%+
Restaurants

25. 60%+
of sporting
goods shoppers
who engaged with
relevant YouTube
content on mobile
are female
45%+
of video game
searchers on mobile
are 35+
40%+
of mobile home-goods
searchers
are male
60%+
of mobile
auto searchers
are female
Millward Brown Digital 2015 Mobile Clickstream Shopper Profiling Study, January-June 2015.

26. SUCCEEDING IN A MICRO-
MOMENT WORLD
ENGAGE DURING
MICRO-MOMENTS
IDENTIFY
MICRO-MOMENTS
MEASURE BY
CONNECTING THE
DOTS
CREATE
FRICTIONLESS
EXPERIENCES

28. “Consumers expect and deserve
amazing mobile experiences.”
Larry Page, CEO Google

29. Page Load Speed
Speed

30. Confidential & Proprietary
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
Speed thrills, friction kills
Sources:
40%: Forrester Consulting on behalf of Akamai Technologies; n=1,048 US online
consumers, September 2009.
29%: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015,
n=1291 online smartphone users 18+
1 in 5: Akamai Technologies - 2014 Consumer Web Performance Expectations
Survey

31. Confidential & Proprietary
47%
of consumers expect a page
to load in 2 seconds or less
Check your company’s page speed load time and how to improve
it:
https://developers.google.com/speed/pagespeed/insights/
And
Take Action: Make sure your site loads like lightning
Source:
47%: Akamai Technologies - 2014 Consumer Web
Performance Expectations Survey
“A 1 second delay can result in ~8% increase in bounce rate”
– Web Performance Today

32. Confidential & Proprietary
I-NEED-IT-FAST
MOMENTS
Insert
Walmart.com
mSite Screen
Shot

33. We conducted a study!
100 Websites
iOS & Android
Participants used
their own device
I’m going to
shop for
chairs...
Ok! First I’m
going to click on
this button...
Traditional Usability with
Think-Aloud Protocol
Design

34. Our Results: 25 Design Principles
Homepage & Site Navigation
Site Search
Ability to Convert
Form Entry
Usability & Form Factor
Design
https://www.google.com/think/.../wh
itepaper-sitedesign.html

35. Confidential & Proprietary
Provide alternatives to
finish the transaction
Implement one-click
functionality
Design efficient
forms
Action: Eliminate Steps
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

36. Confidential & Proprietary
Put calls-to-action for
primary activities in a
prominent spot
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

37. Confidential & Proprietary

38. SUCCEEDING IN A MICRO-
MOMENT WORLD
ENGAGE DURING
MICRO-MOMENTS
IDENTIFY
MICRO-MOMENTS
MEASURE BY
CONNECTING THE
DOTS
CREATE
FRICTIONLESS
EXPERIENCES

39. An attribution model that doesn't fully value mobile is a
puzzle missing a piece
● Mobile devices are ever-present
(and armed with gps)
● Mobile devices are commanding a
bigger piece of our day
(2.2 hrs on avg in 2014 on non-voice functions)
● Actions taken on mobile devices
give us insights into every other
part of a conversion path

40. 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

41. Top goal assister Top goal scorer

42. Conversions peak during computer hours

43. Confidential & Proprietary
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 Screens and Channels

44. Confidential & Proprietary
Identify Micro-
Moments
Engage during
Micro-Moments
Measure by
Connecting the Dots
Create Frictionless
Experiences
❑ Tap into Your Audience’s Passions
❑ Create snackable, educational content
❑ Use location/intent signals
❑ Provide How-To video content
❑ Empower purchases on all channels and devices
❑ Identify your customers’ Micro-Moments
❑ Be sure your messaging is there in those critical moments
❑ Load at lightening speed
❑ Eliminate steps
❑ Anticipate needs
❑ Measure across screens and channels
Your Mobile Marketing Strategy Checklist

45. YOUR BIGGEST OPPORTUNITIES
are in the
SMALLEST MOMENTS

46. Thank you

47. Appendix

48. Traffic sources have shifted
Visits
Conversions
Page views
Conversions
Session Duration

49. Desktop: CvR up/Transaction share down
CvR Transaction Share
Year / Month
IndexedCvRandTransactionShare
(2012-01=100)

50. Confidential & Proprietary

51. I-Want-to-Know
Two thirds of question-related searches
("what, when, where, how, why, who")
are now coming from mobile
Google Internal Data, US, August 2015.

52. I-Want-to-Go
90% of searches for "what time does
[store] open/close" are happening on
mobile.
Google Internal Data, U.S., August 2015.
Based on mobile devices with full browsers.

53. I-Want-to-Do
Two-thirds of "how-to" searches on
YouTube are on mobile devices.
Google Data, Q1 2015, United States.
Queries related to "how to" on mobile
and tablet.