Whenever the internet became an everyday phenomenon, and Google established its presence as the market leader of search, there was a seismic shift in how people made buying decisions, and then completed that purchase. You only need to look at the empty town centers so see the crippling effect of online shopping to the retail environment post-internet.
Well if you are a marketer or in the online retail sector, it might be a good time to buckle up your seat belts and get ready for another impactful change because the switch to smartphones and increase in the need to know consumer intent is changing the landscape once again.
How the consumer journey has changed
Previously when people wanted to make a large purchase, they might have devoted a couple of evenings to the research process before making an educated decision. This process was reasonably static and took a bit of organization and determination.
Now, consumer journeys are a lot different. A consumer’s journey consists of hundreds of tiny decision-making moments at every stage of the infamous buyer’s journey funnel. It’s about being present in the right place and at the right time during a buyer’s journey, and providing the user with the right content. These crucial points in time, or “micro-moments,” are the brand touches that are key to winning over buyers. They are in real-time and are intent-driven.
What are Micro-moments?
Micro-moments are those times in a person’s life where they make snap decisions, or quickly look something up while it is in their mind. If your site pops up at the exact moment and serves the visitor what they are looking for, then your brand will have successfully engaged with the customer. Perhaps they will bookmark it for later, send it to their friends via iMessage or Facebook, or even watch a quick YouTube video.
Websites have experienced an increase in mobile online sessions, and a decrease in time spent per session. The goal as a business is to already anticipate your visitors and promise to be there when consumers need your information or products. However, it is easy to just throw keywords onto your site and make it appear as though you contain value for the consumer. This is not enough. Your site must be useful and valuable in the particular moment to engage with consumers and meet their needs. Mobile users are on-the-go and need information ASAP. Your site’s mobile capabilities need to provide consumers with an easy and fast check out experience in order to meet their needs. Now more than even you need to strike while the iron is hot; that is the power of mobile.
The key factor here is that all of this information is obtained instantaneously via their mobile phone. The buying process has changed, and as a digital marketer, you must adapt and embrace these changes.
Let’s extract some of the insightful information from this Google Report
- 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information.
- 51% of smartphone users have discovered a new company or product when conducting a search on their smartphones.
- 90% of smartphone users are not certain of the specific brand they want to buy when they begin looking for information online.
- 82% of smartphone users say they consult their phones on purchases they’re about to make in a store.
Read those facts again, and you will begin to realize, and gain some understanding of just how important your mobile presence is to the buying decision.
As a marketer, you have to ensure that you are covering every base, which might mean you need for example
- A Review Site
- A YouTube Channel
- A Product Page
- A How To Page
Obviously, each business and product will require different options and insight to consumer intent and Micro-moments. The point is that you need to think ahead of your customers, to try and anticipate their train of thought. This list of ten best practices to take advantage of Google Moments may give you a foundation upon which to build.
It is important to remember that people will not stick to one platform when completing their due diligence, they might begin on the phone, switch to a tablet, and end up on their desktop. You need to consider that and try to ensure that your site assists with that process, perhaps by enabling an easy transition from mobile to desktop or being at the top of the search engines for all platforms.
One of the most exciting aspects of digital marketing is how quickly things can change. To provide the best service to your customers and clients, you need to be constantly up-to-date and aware of the various changes that are taking place.
Visit Arcalea and rest assured that our team of digital marketing experts will be at the forefront of all the digital developments, ensuring that you can continue to provide a first class service for your clients.