white paper - micro moments by luke quilter copy · micro moments technology and consumer habits...
TRANSCRIPT
Micro MomentsTechnology and consumer habits are changing rapidly - How can businesses stay ahead of the curve and connect with their customers.
The term "Micro-Moments" is Google’s new narrative around how we as users behave online. We experience the world both online and offline in moments. Just like life, moments are varied. You break a window at home, for instance, and then you are online within seconds trying to find a replacement and fitter. This would be an "oops, I really need to fix this moment”, and essentially until that moment is resolved it will consume all of your attention.
This is Google’s way of trying to simplify what is a really, really complex buying process into an easy way to think about it.
Essentially, people experience external events which drives them to have to resolve a situation. In the Micro-Moments video a good example is a hairdryer breaking; that drives the girl in the video online to look for the “best hairdryer” and purchase a replacement.
That in a nutshell is a micro moment, and this drives all online behaviour.
That sets the scene for the main point of this white paper. “We don’t go online, we live on line”.
I still find companies and brands talking about offline and online and creating a divide between the two. I always try and point out that there isn’t really that divide any more. Even when people are offline walking around town, they are connected. They are walking around researching and finding information about potential purchases.
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I often hear people say “we have physical locations”, so we don’t need to advertise online. This is a dangerous thought process. As you can see, searching online while you are walking around town is a pretty common thing.
So much so, people have coined a phrase - “showrooming”. This is when you are in a shop looking at a product, and at the same time you are googling away trying to find it cheaper somewhere else.
Let’s look at some stats
Search terms used on mobile and desktop to show how users search for businesses and products near them.
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Before buying a product, people use 10.4 sources of information. This number has more than doubled in the last year. That is an extraordinary number, and again reinforces that we live online rather than going online.
82% of users say they use a smartphone to find local businesses.
Retailers can’t avoid this - they have to embrace it. They have to make sure their prices are competitive, not just to the store next door, but the web in general. Now, I am not saying it has to be exactly the same price, as service, warranty, convenience etc will all play a part in the purchase decision. However, the tipping point for someone to walk out and purchase it online for a later delivery is reducing. Particularly as a lot of online retailers are dramatically cutting delivery times down. I am not just talking about "same day” delivery; I’m talking about within half an hour, or an hour and a half at most!
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So what does this mean for advertisers?This means things are complex… but it also means that there are more and more opportunities to reach customers. In the moment, every moment.
Every single moment is an opportunity for advertisers and brands.
Let me introduce a model that we use to try and reach customers higher up the purchasing funnel.
If you are in marketing you are probably familiar with this sort of model, although you may remember it as the AIDA model. Attention, Interest, Desire, Action. This is Google’s version, and as we are talking about Google Micro-Moments let’s use theirs to understand how to reach more customers in this environment.
Most people use online advertising and digital marketing because they want customers to “do”. I.e. they want people to purchase something. However, they forget to target people higher up the funnel.
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Last year I found out I was going to be a dad… scary and exciting at the same time. After the initial excitement, you start thinking about the practical elements - such as baby names. Where do you go for inspiration? Google of course. Now, remember I am not in a buying phase at this point, I am well and truly in the the awareness stage, as although I know I need to buy baby products I am just not there yet.
So I Googled “baby names”.
Think about how many baby products there are out there.
The only one that has started trying to build a relationship with me at this awareness stage is Pampers:
Let me show you how this could work
They have compiled a list of baby names and are running some paid advertising in order to drive people to their site. It is likely that the visitors won’t buy anything from them for another 8 or 9 months, but they are starting the relationship now.
That is a perfect example of how to target potential customers in the awareness phase of the buying funnel. Very few brands are doing this, hence why there is significant opportunity out there for advertisers.
This example is search related, but the same opportunities are available on other channels, like YouTube, Facebook and Twitter where people are browsing rather than buying. Advertisers need to seek the opportunity to start or continue conversations that build relationships.
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to summarise… ‣ Technology has changed the way people behave and shop.
Information is accessible from anywhere; we research products more than we ever have before.
‣ This increase in research gives advertisers more and more opportunities to target and reach customers.
‣ Don’t just think about the “do” section of the funnel. Opportunities lie within the early stages of the funnel as well as after the purchase.
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