Seizing Micro-moments Online and In-store

May 5th, 2016

Karthik VishTwitter: @karthik_vishLinked In: https://www.linkedin.com/in/karthikvish

THE PARADIGM SHIFT

The universal math for growth

A Product/Service A Consumer

Evolution of the consumer

Evolution of the touchpoints

Evolution of Search Engines

Evolution in competition

Evolution of products

No longer enough to meet expectationsValue vs Perceived Value

Signals amidst the noise

Playing CSI

The math 2.0 for growth

An appealing Product/Service

Consumer

Understanding Micro-moments

Experience

Brand Ambassador

UNDERSTANDING MICRO-MOMENTS

Search as a Philosophy

Data

Site interactions Store visits Video Abandonment Wearables, social, search history Beacons

Audiences

Teens (12-19): Connected but stressed out due to over-committed lifestyle

Young Adults (20-29): Living differently, delaying settling down

Adulthood (34 – 49): Focused on living well, aging gracefully Seniors (50+): Living longer, retire and come back, supporting younger people.

Audiences

Target the right people at that the key moments of their customer journey

Keywords vs People/Intent

The world of Omni

….Customers are living more Online connected lives; but what they do offline is just as important in defining their interest.

Mobile

Technology

Machine Learning and AI

Harnessing Big Data for Insights

Improve ads and landing pages

The world outside the SERP

Siri, Cortana, Google NowEchoWearables

PLAs/Shopping

To stand out in the crowd

Optimize PLA feeds Understand Algo changes 1/3 clicks

Experimentation

Attribution

Last Click the gold standard? Measuring “micro-moments” True performance vs Halos

Key takeaways

The customer journey is ever evolving.

View the customer journey as a series of interconnected touchpoints

Understand how to not only accumulate technology but also use it to empower and monetize

Master attribution to the best of your ability to understand interactions

Cannot afford to not test into Beta(s)

Thank you…

Twitter: @karthik_vishLinked In: https://www.linkedin.com/in/karthikvishEmail: karthikvish01@gmail.com