Mobile Marketing

Google Tells Brands to Think in Micro Moments

Today’s consumers spend hundreds of one to two minute micro moments engaging with their mobile device.  Brands trying to reach consumers within the context of these micro-moments risk being a distraction, irrelevant or just downright annoying.  We overview Google’s latest report, “Micro Moments: Your Guide to Winning The Shift To Mobile”. 

If marketers want to successfully reach their mobile customers, they need strategies to meet them within these micro-moments in a way that is contextual, relevant and frictionless.  The trick is to identify the moments when consumers are ready to engage.  Google has grouped these moments by intent, focussing on the customer’s desire to Know, Go, Buy or Do.

Google’s report presents a compelling case for immediacy.  Google’s data for the U.S. shows a 20% increase in mobile’s share of online, coupled with an 18% DECREASE in time spent per visit.  Does the mobile experience fail to deliver?  On the contrary, mobile conversion rates are up by nearly one third.  Consumers are shifting their time to mobile and getting what they need faster.  All this adds up to the promise of mobile sales for brands who meet consumers’ expectations of fast results on mobile.

Micro Moments: Your Guide To Winning The Shift To Mobile is broken up into four section; Be There, Be Useful, Be Quick and Connect The Dots.  There are tips, case studies and supporting data for each section.  Although the report is written with a focus on search marketing, the foundation of the approach makes sense across the full spectrum of marketing activity.  Ultimately it all comes down to reaching mobile customers at the right time, with the right information, and fast.

Be There

How can brands be present when customers are ready to engage?  As noted above, Google’s focus is naturally on search; specifically on using search marketing to appear when consumers are looking for information on Google.  But Search is not the only way to be there when consumers are ready to engage.  Brands should consider all of the moments in which customers have a product related intention.

Google Micro Moments Be There

Consider the Know, Go, Do and Buy moments that relate to your brand.   Where can you meet your customers in those micro-moments?  Do they want to KNOW more about your product because someone shared it on social media?  Has your TV commercial inspired them to GO to one of your stores?  Do they turn to apps or websites to help them DO something with your product? Have they decided to BUY your product while standing in your competitor’s store on the other side of town?  How can you meet your customers with relevancy and immediacy in these micro-moments?

Be Useful

Google Micro Moments Be Useful

It isn’t enough to simply be there.  If customers are ready to engage, brands need to be on the front foot with useful content.  Time of day, location and other details of the customer’s current context will identify relevancy and utility.  Again, the recommendations in Google’s report are centred around delivering mobile search results.  But utility can be delivered in other interaction contexts.   The focus should be on delivering the right experience to the right customer.  When a Customer wants to KNOW all about your product, it may not be enough to simply show a photograph or list the specs.  What would customers find truly useful, and help them decide to buy your product?  According to Google’s research, 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand.  In an ‘I want to KNOW’ moment,  utility might come in the form of reviews, 360 degree videos or case studies.   But when a customer is ready to BUY your product, a link to the item in a mobile storefront may be the most useful outcome.  Existing customers are more likely to seek out your brand for ‘I want to DO’ moments. They may want to review past purchases, read usage tips or watch videos
of how others engaged with your products.  Many brands have a single mobile destination; perhaps an app or a branded mobile site featuring a store finder.  Sending every mobile customer to the same destination is not useful.  Matching content to context is essential for winning in mobile.


Be Quick

Once a customer has entered your mobile experience, you can be fairly sure they will be task focussed and expect to get things done quickly.  Google found that 40% of shoppers will wait no more than three seconds before abandoning a retail or travel site and 29% will immediately switch to another site or app if it doesn’t satisfy their needs.  Even if the experience is a longer form game or rich media engagement, customers expect to get there quickly with a minimum of steps.   Consumers now expect to move through a brand’s mobile experience at lightning speed.  Google Micro Moments 40% of Shoppers only wait 3 seconds

Google has highlighted the three most important changes a brand can make to speed up customer engagement. By following Google’s advice of eliminating steps, anticipating customer needs and cutting down load time, brands can expect to see significant improvement in conversions.  If you know your customers mostly carry out 3 or 4 tasks from your mobile site, prioritise those tasks on the home page and get rid of everything else.  Simplify the steps involved in completing these tasks.  Eliminate multiple clicks when a single click from the home page could work and use drop down menus to save typing.  Using GPS to automate location relevance and tailoring the experience based on a customer’s previous behaviour can also help to streamline and speed up the experience and increase conversions.

Connect the Dots

Google is working to challenge the paradigm most brands still exist within, which has them treating online, offline and mobile as separate silos.  Their report highlights some of the compelling data that sets up mobile as the connective tissue between the on and offline worlds.

Google Micro Moments 40% research on smartphone and purchase on desktop

According to Google’s data, one in four customers has read something on their smartphone that caused them to change their mind about buying something – while in the checkout line!   Whereas customers used to engage online, leave home and then engage in store, now the two worlds overlap.  It no longer makes sense to plan your media strategy by channel. Google’s tips are three fold and involve connecting the dots between screens, channels and teams to create a more integrated approach to marketing.  By putting digital and offline (in-store) marketers in the same team, strategies will emerge that optimise results for all channels and measure integrated outcomes.

Google Micro Moments You don't have mobile customers

For a quick overview of the main findings and recommendations from Google’s report, check out the executive summary Micro Moments: Your Guide To Winning The Shift To Mobile Summary PDF or download the full report here.



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