Winning the moments that matter with Googles new product features February 2016 Karen Carbonez.
Winning the Moments That Matter
Transcript of Winning the Moments That Matter
Winning the Moments that Matter Why the biggest opportunities are in the smallest moments
Rise InteractiveFebruary 24, 2016
Speaker: Laura Sardegna, Head of Industry, Catalyst
How long does it take for the average person to report a lost:
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26 hrs 68 minsSource: Unisys
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Average time spent per day by US adults shifts toward digital
Source: eMarketer 2015 - via US Census
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Source: eMarketer 2015 - via US Census
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Most of the growth in digital from here on out will be from mobile
TV Radio Print Digital Other
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Source: eMarketer 2015 - via US CensusSource: eMarketer 2015 - via US Census
Nomophobianouna fear of being without mobile device, power source, or service area
SUCCEEDING IN A MICRO-MOMENT WORLD
ENGAGE DURING MICRO-
MOMENTS
IDENTIFYMICRO-
MOMENTS MEASURE BY CONNECTING
THE DOTS
CREATE FRICTIONLESSEXPERIENCES
SUCCEEDING IN A MICRO-MOMENT WORLD
ENGAGE DURING MICRO-
MOMENTS
IDENTIFYMICRO-
MOMENTS MEASURE BY CONNECTING
THE DOTS
CREATE FRICTIONLESSEXPERIENCES
We don’t go online. We live online.
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
A moment we reflexively turn to a device to act on a need we have in that moment – to learn, discover, find or buy something.
Intent-rich moment when decisions are being made and preferences are being shaped.
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2.
mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/noun; plural noun: Micro-Moments
Meet GianaIn the drugstore aisle Giana researches medicine options and opts to buy the small tube that’s 4x the price of others.
best cold sore medicine
HELP-ME-CHOOSEMOMENT
Giana, 26, Waitress
MARKETING IMPLICATION:Consumers turn to mobile for last-minute confidence. Marketers need to provide it for them by being there in-the-moment with helpful content.
Giana is surprised by the price difference between fever sore remedies and turns to her phone to see if Abreva is worth it.
AUDIENCE
7:54pm, in-storeCONTEXT
INTENT
Laura, mother of 3
MARKETING IMPLICATION:Provide the most frictionless way to ‘do in-between time research - at home, online...or in the snow!
At the park sledding, my 2 year old son said “I’m cold, I want to go home” after 5 mins of sledding. I took him back to the car, grabbed my phone and started to research “trips to warm weather locations”
AUDIENCE
12:30pm, in the snowCONTEXT
INTENT
TIME-FOR-SOME-WARM-WEATHER-TRIP
MOMENT
flights sydney to lusakatrips to warm weather locations
CONNECTTHEDOTS
SUCCEEDING IN A MICRO-MOMENT WORLD
BE USEFUL DURING MICRO-
MOMENTS
IDENTIFYMICRO-
MOMENTS MEASURE BY CONNECTING
THE DOTS
CREATE FRICTIONLESSEXPERIENCES
Source: Think with Google
Source: Think with Google
Source: Think with Google
Source: Think with Google
Source: Think with Google
Source: Think with Google
Source: Think with Google
Source: Think with Google
60%+Supermarket
s
45%+Car
DealershipsAggregated anonymized internal data from a sample of US users that have turned on Location History. Queries were considered as being "from" a location if they occurred within one hour of a user visit to the location.
50%+Restaurants
60%+of sporting
goods shoppers who engaged with relevant YouTube
content on mobile are female
45%+of video game
searchers on mobileare 35+
40%+of mobile home-goods searchers
are male
60%+of mobile
auto searchers are female
Millward Brown Digital 2015 Mobile Clickstream Shopper Profiling Study, January-June 2015.
SUCCEEDING IN A MICRO-MOMENT WORLD
ENGAGE DURING MICRO-
MOMENTS
IDENTIFYMICRO-
MOMENTS MEASURE BY CONNECTING
THE DOTS
CREATE FRICTIONLESSEXPERIENCES
“Consumers expect and deserve amazing mobile experiences.”
Larry Page, CEO Google
Page Load Speed
Speed
Confidential & Proprietary
of smartphone users will immediately switch to
another site or app if it’s too clumsy or slow
of customers will abandon a site that
takes over 3 seconds to load
Dissatisfied visitors will never return to a
website where problems have
occurred
Speed thrills, friction kills
Sources:40%: Forrester Consulting on behalf of Akamai Technologies; n=1,048 US online consumers, September 2009.29%: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+1 in 5: Akamai Technologies - 2014 Consumer Web Performance Expectations Survey
Confidential & Proprietary
47%of consumers expect a
page to load in 2 seconds or less
Check your company’s page speed load time and how to improve it:
https://developers.google.com/speed/pagespeed/insights/And
http://www.webpagetest.org/
Take Action: Make sure your site loads like lightning
Source:47%: Akamai Technologies - 2014 Consumer Web Performance Expectations Survey
“A 1 second delay can result in ~8% increase in bounce rate”
– Web Performance Today
Confidential & Proprietary
I-NEED-IT-FAST MOMENTS
Insert Walmart.com mSite Screen Shot
We conducted a study!
100 WebsitesiOS & AndroidParticipants used their own device
I’m going to shop for chairs...
Ok! First I’m going to click on this button...
Traditional Usability with Think-Aloud Protocol
Design
Our Results: 25 Design PrinciplesHomepage & Site Navigation
Site Search
Ability to Convert
Form Entry
Usability & Form Factor
Design
https://www.google.com/think/.../whitepaper-sitedesign.html
Confidential & Proprietary
Provide alternatives to finish the transaction
Implement one-click functionality
Design efficient forms
Action: Eliminate Steps
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
Confidential & Proprietary
Put calls-to-action for primary activities in a
prominent spot
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
Confidential & Proprietary
SUCCEEDING IN A MICRO-MOMENT WORLD
ENGAGE DURING MICRO-
MOMENTS
IDENTIFYMICRO-
MOMENTS MEASURE BY CONNECTING
THE DOTS
CREATE FRICTIONLESSEXPERIENCES
An attribution model that doesn't fully value mobile is a puzzle missing a piece
● Mobile devices are ever-present (and armed with gps)
● Mobile devices are commanding a bigger piece of our day(2.2 hrs on avg in 2014 on non-voice functions)
● Actions taken on mobile devices give us insights into every other part of a conversion path
Confidential & Proprietary
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
Top goal assister
Top goal scorer
Conversions peak during computer hours
Mobile Sessions Total
Conversions
Confidential & Proprietary
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 Screens and Channels
Confidential & Proprietary
Identify Micro-Moments
Engage during Micro-Moments
Measure by Connecting the Dots
Create Frictionless Experiences
❑ Tap into Your Audience’s Passions❑ Create snackable, educational content❑ Use location/intent signals❑ Provide How-To video content❑ Empower purchases on all channels and
devices
❑ Identify your customers’ Micro-Moments❑ Be sure your messaging is there in those critical
moments
❑ Load at lightening speed❑ Eliminate steps❑ Anticipate needs
❑ Measure across screens and channels
Your Mobile Marketing Strategy Checklist
YOUR BIGGEST OPPORTUNITIES
are in theSMALLEST MOMENTS
Thank you
Appendix
Traffic sources have shifted
Visits
Conversions
Page views
Conversions
Session Duration
Desktop: CvR up/Transaction share down
CvR Transaction Share
Year / Month
Inde
xed
CvR
and
Tran
sact
ion
Shar
e (2
012-
01=1
00)
Confidential & Proprietary
I-Want-to-KnowTwo thirds of question-related
searches ("what, when, where, how, why,
who") are now coming from mobile
Google Internal Data, US, August 2015.
I-Want-to-Go90% of searches for "what time
does [store] open/close" are happening on mobile.
Google Internal Data, U.S., August 2015. Based on mobile devices with full
browsers.
I-Want-to-DoTwo-thirds of "how-to" searches
on YouTube are on mobile devices.
Google Data, Q1 2015, United States. Queries related to "how to"
on mobile and tablet.