Micro-moments and the shopper journey (Economedia)
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Aleks Bozhinov (Account Manager)Nikolay Bonev (Account Strategist)14.04.2016
Micro-moments and the Shopper Journey
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Agenda
Online Consumer Trends
Micro-Moments
1
2
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Online Consumer Trends
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✓
✓
✓
To unlock new opportunities, true insights
must be
novel
credible
actionable
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Online research
The online customer journey
74%
29%
Online purchase
45%
Offline purchase
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Bulgaria has more screens than ever
{There are 2,2 devices connected to the internet per person in Bulgaria in 2015.
This is a 30% growth from 2013.
2,2devices per person
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Search is mobile4 out of 10 are using search engines via smartphones at least weekly
…making it crucial for businesses to think mobile.
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The online customer journey
7 out of 10 are watching online video on their smartphones every week
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The smart viewer is a focused viewer
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The Micro Moments
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We don’t go online. We live online.
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per day
At bus stop, listen to new music playlist 8:30am
Buy new tote to take to Coachella 11:15am
Browse festival styles on YouTube7:15pm
On bus, check email for sales this weekend5:29pm
At lunch, play Scrabble while waiting in line1:33pm
Use flashlight app to find dropped earring11:09pm
Use maps to get directions to Creole food truck 1:13pm
At work, book Coachella tickets11:36am
Wake up and read news online6:50am On the bus, read articles
about Coachella 8:42am
150x
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Moments7:05am Text Jim
7:45am Check time
8:12am Read text from Jim
9:03am Send work email
1:23pm Post vacation photos
3:29pm Text Karen
5:38pm Take picture of traffic
5:40pm Post picture of traffic
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7:15am Find brunch place
7:53am Watch how-to fix bikechain
video
8:59am Research vacation destinations
10:07am Read about best running shoes
1:23pm Watch mountain biking videos
5:38pm Look up mortgage rates
Micro-moments
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Micro-Moments: Moments That Truly Matter
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I-want-to-know moments
66% of smartphone users turn to their phones to look up something they saw in a TV commercial
65% of online consumers look up more information online now versus a few years ago
I-want-to-go moments
82%of smartphone users use a search engine when looking for a local business
I-want-to-domoments
100M+ hours of “how-to” content have been watched on YouTube so far this year
I-want-to-buymoments
29% increase in mobileconversion rates in the past year
2X increase in “near me” search interest in the past year
91% of smartphone users turn to their phones for ideas while doing a task
82% of smartphone usersconsult their phones while in a store decidingwhat to buy
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How to reach yours customers in the moments that matter?
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Be ThereBe UsefulBe QuickConnect the Dots
Succeeding in a micro-moment world
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Be ThereBe UsefulBe QuickConnect the Dots
Succeeding in a micro-moment world
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You get a shot at your competitor's customers
Many consumers aren’t brand committed
Being there drives brand awareness
Be There
Showing up gets your brand in the game to be chosen, not just seen
Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46%
of smartphone users have discovered a new company or product when conducting a search on their smartphones
smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it
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I-NEED-A-SMALLER-CARMOMENTS
After a 28 year hiatus in the U.S. market, Fiat deployed search ads to drive brand awareness to a new generation of
automotive consumers.
21
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Succeeding in a micro-moment world
Be There Be UsefulBe QuickConnect the Dots
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of consumers say that regularly getting useful information from
an advertiser is the most important attribute when
selecting a brand
of smartphone users have bought from a brand other
than their intended one because the information
provided was useful
of smartphone users say they're more likely to buy from
companies who customize mobile information to their
location
Without utility in the moment, not only will consumers move on, they actually might not ever come back
Be Useful
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Winning an upper funnel moment within the research phase of the purchase
journey.
I-WANT-TO-KNOWMOMENTS
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I-Want-to-Go MomentsBe Useful
Action: Use location signals to highlight relevant locations, store inventory, and
driving directions
71%
of smartphone users say they’ve used a store locator to find
a shop location
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Insert Home Depot “how to” collection YouTube Screen Shot
I-WANT-TO-DOMOMENTS
Home Depot created a how-to video series on YouTube that helped consumers get things done around the house.
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I-Want-to-Buy MomentsBe Useful
Action: Empower purchases in-store, on mobile, via a call center, or across devices
58%of smartphone users are
more likely to buy from companies whose mobile sites or apps allow them
to make purchases quickly
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Succeeding in a micro-moment world
Be ThereBe Useful Be QuickConnect the Dots
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of smartphone users will immediately switch to another site or app if it’s too slow or not user-
friendly enough
of customers will abandon a retail or travel site that takes
over 3 seconds to load
Dissatisfied visitors will never return to a website where problems have occurred
If speed thrills, friction kills
Be Quick
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Provide alternatives to finish the transaction
Implement one-click functionality
Design efficient forms
Action: Eliminate Steps
Be Quick
67%of smartphone users who switch to another site or app will do so because it takes too many steps to purchase or get desired
information
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PICK-UP-WHERE-I-LEFT-OFFMOMENTS
Beyond the Rack doubles mobile sales after launching dedicated mobile site.
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Put calls-to-action for primary activities in a
prominent spot
Be Quick
61%of smartphone users are
more likely to buy from mobile sites and apps
that customize information to their
locationUse customers’ past behavior
Take advantage of built-in GPS capabilities
Action: Anticipate Needs
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I-JUST-WANT-TO-BOOK MOMENTS
Virgin America redesign their mobile website to focuson what matters most to customers: booking a flight.
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Be Quick
47%of consumers expect a page to load in 2 seconds or less
Evaluate mobile site load time
Action: Load like Lightning
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I-NEED-IT-FAST MOMENTS
Walmart improved mobile performance with faster load times.
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Succeeding in a micro-moment world
Be ThereBe UsefulBe Quick Connect the Dots
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of consumers do research before entering a store
of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics
of smartphone users turn to their devices to help them make a product decision when in stores
Digital drives people in store
Mobile is the new shopping assistant
People purchase across screens
Micro-moments have fragmented the consumer journey
Connect the Dots
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Gain insight in the research behaviour of today’s online shopper
42%
64%
online shoppers use video as part of their pre-purchase research
use YouTube to find products
32%of people that watch video on their phones report visiting YouTube to help with a purchase while in store or on a brand’s website
Sources: Think With Google 2014, Google/IPSOS Brand Building on Mobile Survey, February 2015
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UNDERSTAND THE CUSTOMER JOURNEYBUILD INCREMENTAL INSIGHTS FROM DIFFERENT VIEWPOINTS
ONLINE-TO-OFFLINE
ACROSS DEVICES
ConversionGenericSearch
BrandSearch
WITHIN CHANNELS
Display Conversion
ACROSS CHANNELS
Mobile Search ConversionDesktop
Search
Desktop Search
Store Visit Conversion
Search
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An adaptation of Avinash Kaushik’s See/Think/Do audience-centric business framework to drive your thinking about gaining a better understanding of today’s shopper
journey
SEE/THINK/DO/CARE FRAMEWORK
Broadest addressable users
Goal: see and know
my brand
Users thinking about purchasing
Goal: consider my
brand’s offerings
Users ready to purchase now
Goal: purchase my brand’s
products/services
SEE THINK DO
CARE Users who have purchased twice
Goal:purchase again,
become loyal to my brand
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CERTAIN MEDIA REACHES CERTAIN AUDIENCES ONLY AT CERTAIN STAGES
D I S P L A Y
S E O S E O
S E M
STANDARD ASSUMPTIONS OF MEDIA
A F F I L I A T E S
SEE THINK DO
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BREAKING DOWN ASSUMPTIONSMAKE THE OMNICHANNEL SHIFT
SEE THINK DO
S O C IA LS O C I A LS E O
S E O
S E O
D I S P L A Y D I S P L A Y D I S P L A YY O U T U B E Y O U T U B E Y T
S E M S E MS E M
A F F I L I A T E S
E M A I LE M A I L
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PAID MEDIA PLAYS MANY ROLESWIDE SCOPE OF TARGETING & OBJECTIVES
DEMO / PSYCHO / SOCIAL IN MARKET / SIMILAR AUDIENCES / TOPICS / AFFINITY / REMARKETING
REMARKETING / CONTEXTUALPRODUCT-DRIVEN / OFFERS
YOUTUBE / FIRST WATCHDEMO/PSYCHO/SOCIAL/INTEREST CATEGORY
IN MARKET / SIMILAR AUDIENCES / TOPICS / AFFINITY / REMARKETING
PRODUCTVIDEO
BRAND / PRODUCTLOWER FUNNEL
GENERICINDUSTRY
YOUTUBE SEARCH / CATEGORY GENERIC / MID FUNNEL
SEE THINK DO
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Customer journey to online purchase - Shopping, Germany
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/shopping/large/email
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Begin to Understand How Individual Channels Perform Using the Assist / Last Reports
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Ratios tell us the role of the channel
Assist Ratio
s 5.015.0 0.30.5
Organic Search
Direct
0.8 0.63.1
More likely to be assist touchpoint
9.0
Brand Paid Search
Display & Video: Upper
Funnel
Display & Video: Mid-
FunnelPaid
Search: Generic
0.7
Referral
Display & Video:
Lower Funnel
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5.015.0 0.30.5
Organic Search
Direct
0.8 0.63.19.0
Brand Paid
Search
Display & Video: Upper
Funnel
Display & Video: Mid-
FunnelPaid Search:
Generic
0.7
Referral
Display & Video:
Lower Funnel
More likely to be last touchpoint
Assist Ratio
s
Ratios tell us the role of the channel
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Measure more than just app
installs
Account for multi-device
behavior
Make sure mobile gets
credit for call
conversions
Connect the Dots
40%
of smartphone users who research on their mobile device go on
to purchase on a desktop
Action: Measure Across Screens
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Connect the Dots
57%of people are more likely to visit a store
when they use mobile search to help make a
decision
Measure how digital influences offline behaviors
Action: Measure Across Channels
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Be There
Be Useful
Connect the Dots
Be Quick
❑ Tap into Your Audience’s Passions❑ Create Snackable, Educational Content❑ Use Location Signals❑ Provide How-To Video Content❑ Empower Purchases on All Channels and
Devices
❑ Identify your Moments❑ Understand your Share of
Intent
❑ Eliminate Steps❑ Anticipate Needs❑ Load like Lightening
❑ Measure Across Screens❑ Measure Across Channels
Micro-Moments Checklist
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