In a mobile-first world where consumers are rarely seen without their smartphone in hand, the consumer journey has become much more complex. As a result of this fragmented environment Google has created the concept of Micro-Moments as apart of their 'Think With Google program. This blog looks into what micro-ments are and how they will impact marketing in the future.
A micro-moment is the many different moments that make up a consumer's day where a user searches for something that is top of mind. One example of a micro-moment could be in the line at Starbucks when you use your phone to research the calories in your breakfast bagel. Another example could be scanning the news on Twitter while you wait in the dentist waiting room. This small moments are building up a fragmented user journey for consumer's interacting with brands and offer huge opportunities for marketers.
'Billions of times per day, consumers turn to Google for I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers.' Jerry Dischler, VP Product Management, Google Adwords.
Micro-moments aren't the same as regular desktop searches: they are typically shorter because users are searching on their phones; they are intent-driven and happen in the midst of busy schedules. Micro-moments are hard to track and difficult to associate with an actual conversion because they can act as a simple touchpoint along a disjointed user journey.
'82% of smartphone users turn to their phones while in a store deciding which product to buy.' Think with Google.
The secret to using micro-moments effectively is by unravelling the intent behind each moment. What are consumers looking for in this moments? What triggers the moment? Is it caused by a previous advertisement or are micro-moments searches top of funnel. Once you understand how micro-moments play into your consumer journey you can begin to manipulate those moments.
One trend that is coming to light through the concept of micro-ments is 'near me' keywords. When someone is searching for a product or service near them, this is a popular keyword to use. For example, if you are looking for a cinema near you, you might search for 'cinema near me' or 'movies near me'. This type of keyword has grown in use drastically over the last year and will only continue to do so as micro-moments become more and more popular.
Unsurprisingly, Google Adwords is making moves to help marketers take advantage of these micro-moments. They have introduced mobile-centric ad formats and more advanced measurement products to help companies understand the impact of their ads. Measuring the impact helps marketers understand the attribution of each ad and how it plays a role in a conversion. Is it first click, last click or linear? Google now tracks in-store visits, and can associate an ad to an in-store conversion. Attribution modelling is only going to get more and more advanced and it will be exciting to see how this plays alongside micro-moments.
June 14, 2020
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