Your Guide to Winning the Shift to Mobile – Think with Google
Thanks to mobile, micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance. Here’s a complete guide with strategies, insights and customer examples for mastering micro-moments.
Een aantal mooie quotes vanuit deze study zijn:
Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.
You’ve got to anticipate the micro-moments for users in your industry and then commit to being there to help when those moments occur.
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. Your mobile experience has to be fast and frictionless.
“1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.”
“More than half of smartphone users have discovered a new company or product when conducting a search on their smartphones.”
Speed counts: “58% of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly.”
Someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell. Curiosity can be triggered by anything and satisfied at any time.
66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial.
People are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment. Our digital lives connect us to our physical world.
“Near me” searches have grown 2X in the past year.
Someone is ready to make a purchase and may need help deciding what or how to buy. You cannot assume they will seek you out; you have to be there with the right information to seal the deal. Mobile assists in purchases across channels.
82% of smartphone users consult their phone while in a store.
These may come before or after the purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key. We seek instruction for just about everything.
Searches related to “how to” on YouTube are growing 70% year-over-year.
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