Transcription
Succeeding in aMicro-Moments World
Proprietary Confidential
Mobile-First World
MOBILE-FIRST WORLD“There are now trillions of searchesmade globally on Google every year.”Google internal data, Global, March 2016.
More than halfof all web trafficis now comingfrom smartphonesand tabletsGoogle analytics data, US, Q1 2016.
Proprietary Confidential87%of smartphone ownersturn to search firstin a moment of needSource: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, US smartphone users 18 1000, Responses 14,840, Needs 10,540
Proprietary ConfidentialSource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Micro-Moments
MICRO-MOMENTSCompare moments.7:05 amCheck social media7:09 amCheck weather (scarf weather)7:22 amTake photo of breakfast pastry7:23 amPost photo of breakfast pastry7:32 amText colleague to confirm lunch7:34 amRead reply from colleague8:43 amTake photo of terrible traffic jam8:45 amComplain about traffic onlineProprietary Confidential
MICRO-MOMENTS.to Micro-Moments7:10 amWatch how-to tie a scarf video7:27 amOrder pastries for mom’s birthday7:35 amMake lunch reservation1:09 amRestaurant was great! They havetrivia night tomorrow, makeanother reservation.4:55 pmCommute starts in 5minutes.time to search forvacation dealsProprietary Confidential
Intent Context
Age: 45-54Music FanGender: MaleNews JunkieMovie LoverClose to Store
I’LL-GIVE-THEM-A-CALLMOMENTS
I’LL-PLAY-A-GAME-WITH-THEMMOMENTS
INTENTCONTEXT
Be thereBe usefulBe quick
INTENT CONTEXTBe thereGoogle helps businesses leadpeople from the moment of lookingto the moment of clicking, calling, orbuying.
I-WANTTO-KNOWI-WANTTO-GOI-WANTTO-DOI-WANTTO-BUY
INTENT CONTEXTBe useful1.Build content for real needs2.Connect online to real world3.Optimize for mobile
INTENT CONTEXTBe quick1.Be fast and frictionless2.Test your site3.Make improvements
Proprietary 6:09:08:07:16:18:05:02The average load time formobile sites is 19 secondsover 3G connections.Source: 1.Google/SOASTA Research, Global, 2017. 2. SOASTA, The State of Online Retail Performance, Global, April 2017
INTENT CONTENTStart by testingyour websitetestmysite.thinkwithgoogle.com
Succeeding in a micro-moments worldWhich moments matter most to your customers?Micro-moments mappingIdentify moments for your audienceThink about the different moments that matter most to your customers.MINDSETWhat do you already knowabout your customers?Which story are you telling across these moments?How are these driving business outcomes?CONTEXTLocation Time of Day.How does context changebased off the moment?CONSUMER NEEDWhat questions are yourcustomers asking?CONSUMER ACTIONSearch, open app,watch video, etc
Thank you
SOASTA, The State of Online Retail Performance, Global, April 2017:17:18:19. Start by testing your website INTENT CONTENT testmysite.thinkwithgoogle.com. Which moments matter most to your customers? Which story are you telling across these moments? How are these driving business outcomes?
