Mobile Marketing: Micro-Moments Captured
In our last post, we discussed Google’s recent report on mobile marketing and the opportunity they’ve coined The Micro-Moment. Today we’re going to continue this discussion by moving onto what you can do about these split second, often unpredictable consumer moments.
So, now that we are aware of what a micro-moment is, now what? First, make sure your targeted advertising and marketing campaigns are not only geared towards mobile, but are thoughtfully geared towards your mobile customer base. Consider the most-searched topics for your brand or category. Not just products, but industry topics. Grab your mobile device and try those searches. Are you there? How about your competitor? If you’re only at the bottom of the funnel, when people are searching for your particular business or product line, aka buying mode, you’re missing out on tons of opportunities for conversions through conversations!
The truth is you cannot control what precise moment your customer is going to find your mobile website. However there are a few things you can control:
To win in mobile, you have to commit to being there in the micro-moments that truly matter to your business. You might think that mobile only works for e-commerce businesses, think again. Take Sprint, for example: To better understand how their mobile efforts were driving consumers in stores, the company used AdWords “Store Visits” reporting. With this data insight they achieved a 31% higher visit rate from mobile search ad clicks compared to desktop search ad clicks by reworking their content to drive customers into stores and create a more seamless experience.
Warning: You may be offended by the following statement. 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. This shouldn’t discourage us. It should motivate us. 65% of smartphone users look for the most relevant information regardless of the company providing the information when conducting a search on their smartphones. You’ve got to be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for.
They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. 40% of mobile searchers will wait no more than 3 seconds before abandoning a website. Your mobile experience has to be fast and frictionless. For this reason, Google has created an initiative for faster mobile experiences. Accelerated Mobile Pages is a Google initiative to build a faster version of the mobile Web. AMP is a new way of building web content for mobile devices that results in a simpler, much lighter version of HTML.
In conclusion, the important takeaway is not just to have a presence on mobile but to finish the sentences of hundreds of your prospects as they’re thinking I want to know… I want to do… I want to go… I want to buy… For more insight into how to optimize mobile, ask us! This is an exciting transitional time in the business world and we’d love to help you navigate it.