Recently, a few members of VJ’s digital team had the opportunity to go preview some of the newest trends in analytics and audience engagement at the Google Analytics Summit in San Francisco.
The opening point was one that would continue throughout the conference. The concept of “Micromoments” and how these moments shape our online behavior. This is the idea that life is not lived in years, days or even hours – it’s lived in moments. These are brief, transactional experiences that are the most memorable, both positive and negative. Seemingly mundane experiences in our lives, such as the start of a new diet, a new pair of shoes, fixing your car, cooking a new recipe, etc., often become the most memorable.
These are the moments in which we are making decisions, small and large. Increasingly, we look online for advice on how to make these decisions. What shoes should we buy? How do we fix that battery issue in our car? What ingredients should we use to make that dish? During the search, these moments are personal and meaningful, and often times it isn’t about which brands/organizations are helping to inform these decisions but how they make this decision easier for us at the very moment we are looking.
According to Google, 82% of smartphone users turn to their phone to influence purchasing decisions, lending data to support the fact that people evaluate purchase decisions in-the-moment and 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.
One of the most important ideas this concept manifests is that people pursue big goals in small moments. A full 90% of smartphone users have used their phone to make progress toward a long-term goal or multi-step process while “out and about.” Because of this, digital media requires the agility and forethought to be able to engage these audiences at the time of these micromoments to ensure our clients and associates are represented at the point of time where this decision is made. Another important conclusion made relevant to this point was that people try new things in routine moments, as 91% of smartphone users turn to their phone for ideas while doing a given task. These stats support one overriding truth: that mobile is becoming the dominant force in consumer decision points.
To harness this data and make it useful in everything we do for our clients, Google has established five high-level recommendations. We will follow those recommendations with some tactical assumptions based on the other information we have.
Conclusions from Google – Available here
- Make moments map: Identify a set of moments you want to win or can’t afford to lose. Examine all phases of the consumer journey to map moments when people want to find inspiration, learn about your products, make a quick purchase, or anything in between.
- Understand customer needs in-the-moment: For each moment you want to win, put yourself in the consumer’s shoes. Ask, “What would make this easier or faster? What content or features would be most helpful for this moment?”
- Use context to deliver the right experience: Leverage contextual signals like location and time of day to deliver experiences and messages that feel tailor-made for the moment. For example, let customers searching nearby your stores know when the products they’re looking for are in stock or available for pickup in-store.
- Optimize across the journey: People move seamlessly across screens and channels. Does your brand deliver seamlessly in return? Don’t let competing objectives or department silos stand in the way. To account for today’s complex, fractured journeys, anchor completely on the consumer and organize around moments.
- Measure every moment that matters: You cannot afford to under-serve your customers while you’re dealing with measurement gaps. While the return on investment for certain moments may not yet be directly measurable, train your team to use credible estimates to ensure nothing’s falling through the cracks.
Some important assumptions based on these ideas to inform our media practice:
- Mobile is an integral part of the consumer decision-point, and as such, Flash should be discouraged.
- Dynamic Creative is the best way to deliver highly targeted ads at the decision-point.
- Mobile ads can be optimized to message for decision-points, while online digital media messaging revolves around retargeting to inform prior to the point of decision.
Mobile is no longer a resource some of us may use; it is a consistent part of our daily lives and a device that significantly affects the decisions we make in day-to-day moments. It’s easy to get caught up in brand visibility and engagements, and these aspects are still vital to good channel marketing. However, an emphasis on how we craft content experiences from the perspective of the information our audience will be seeking at the time they make their decisions can be a powerful way to get the most out of a marketing spend.