- December 10, 2015
- 0
- Email This Post
- Print This Post
Win at Mobile Marketing by Winning the Micro-Moments
Google recently reported that, as of this summer, more of its 100 billion monthly searches come from mobile devices than desktops. Such mega-volume generates a lot of micro-moments for integrated marketers to win and leverage.
What are Micro-Moments?
In its Micro-Moments Guide, the search giant describes these times as critical touchpoints within the consumer’s journey that, when added together, ultimately determine how that journey ends, We love this description and believe the guide is an absolute must-have for marketers of every ilk. The shift to mobile is on and the time to take action is now.
Four Pillars of Winning
The key to winning at mobile, Google asserts, is ‘being there whenever consumer needs arise and deliver messages and experiences that meet their needs in the moment.’ We couldn’t agree more, which is why our mobile marketing archive is filled with actionable tips, tricks and success stories you can apply to your business tomorrow.
Meanwhile, here’s a quick summary of Google’s four-point formula for mobile-marketing success:
Be There
This means providing information that other companies don’t. More than a third of smartphone users have purchased from a company or brand other than the one they intended to. Why? Because the company ‘was there’ in the searcher’s moment of need.
Be Useful
You get one chance, cautions Google. If your site or content aren’t useful in the moment, consumers might just click away and never come back. Improve the quality and impact of your content by avoiding these five critical mistakes.
Be Quick
Their lives move at lightning speed, so they expect your website and mobile app to do the same.
As we report here, Google rewards mobile-friendly sites and penalizes those that aren’t. Speed thrills and friction kills, they say (friction is anything that impedes or slows down the user experience), so make sure to: add one-click functionality for easy sales and sign-in; use drop-down menus to reduce typing; and display click-to-call buttons for quick, easy contact.
Connect the Dots
Google’s big message here is to use analytics to gain an omnichannel view of customer search and purchase activity across media and device types, the using the big data gleaned to inform online and in-store refinements.
