Dont Skip Day Micro-moments - Cosmin Nastasa

Over 1,000,000 brand and sales accomplished objectivesfor +500 happy customers

since 2008

Why Don’t Skip?

Technology and Creativity change:People BehaviorCommunication

OPPORTUNITIESDon’t Skip

Which is the first thing that you do each morning, when you wake up, within the first 15 minutes?

A. Wash my teethB. Exercise

C. Check my phone

80%

78%

68%

21%

16%

13%

8%

smartphone

my wallet

house keys

ID / driving licence

car keys

public transport ticket

ATM card

When I leave home I check if I have

Source: IQS Online for Google; Study, 2015

43%

27%

20%

7%2%

practically all the time

every few hours to check for new messages,

news etc.

once a day/less often

in my free time

I use my smartphone only for calling / I

don’t know

several times a day

Q: How often during the day do you use a smartphone for other purposes than calling?Source: IQS Online for Google; base: respondents who own a smartphone, N=792

Source: IQS Online for Google; Study, 2015

I USE MY SMARTPHONEduring the day

•Q: In what mode do you usually keep your smartphone?Q: How often do you check your smartphone for new messages, notifications, news, etc.?Source: IQS Online for Google; base: respondents who own a smartphone, N=792

It is almost always on I silence it only in very special situations

It is usually onbut I silence it quite often when I don’t want to be disturbed when I’m working or meeting friends

I often keep it silenced I prefer to check calls and messages every now and then than be bothered by ringtones

I don't know / hard to say

SOUNDOFFON

68%

27%

5%

0%

4%in a bag/ backpack

42%always at

hand

54%within easy reach,

e.g. in a pocket73%

next to me – at

my bedside

81%I use it

as a watch / alarm

44%I use it before falling asleep

Q: Where do you usually keep your smartphone...? / Where do you keep your smartphone when you sleep?

Q: Why do you keep your smartphone at your bedside when you sleep?base: respondents that keep their smartphone at their bedside when sleeping, N=582

MICRO-MOMENTS

Act on Impulse

We want to DO, LEARN, INSTALL or BUY

something

FAST

Relevance

We want responses that are accurate, relevant,

up-to-date.

NO MISTAKES

Experience

We want to add puzzles that will shape the big

decision

REAL HELP

Online research during/ for off-line decisionsUnder 25 years25-34 years35-44 years45-54 years55 and over

26%

25%

17%

13%

5% Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Solving unexpected problems

62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task

Consumers in the Micro-Moment, Google/Ipsos, Mar2015

Small steps for a big goal

90% of smartphone users have used their phone to make progress toward a long term goal


Try something new, like a new look

91% of smartphone users turn to their phone for ideas.


Taking Action

Taking Action1. Moments Map

Buy a smartphone

I need a smartphone

Is this the moment to change my phone?

I saw the X model on TV/ OOH

Check for discounts. Talk to dealer

Buy. Is it available on local stores

2. Customer Needs in-the-moment

Buy a smartphone

I need a smartphone





Find how can a smartphone improve

the life.

Find info about product. Presentation

Give the right links to contacts/ forms/

phone no.

Give the relevant info regarding availability

3. Use context to deliver the right experience

Buy a smartphone

I need a smartphone





The launch of X model takes place right in

Bucuresti

Try a new experience! A new operating

systemWorking hours We can deliver in 1

day or visit local store


the life.



phone no.


4. Optimize across journey

Buy a smartphone

I need a smartphone





The launch of X model takes place right in

Bucuresti

Try a new experience! A new operating

systemWorking hours We can deliver in 1

day or visit local store


the life.



phone no.


Remarketing on Desktop. On YT, with a videoRemarketing on

Desktop. Your product is still in stock

5. Measure what matters

Objective Mobile Desktop

No. of Conversions/Sales 1 10

Low no. of sales coming from mobile devices compared with desktop

5. Measure what matters

Objective Mobile Desktop

Frequency of visit 4 1

Product Page Views 10 1

Read Review 9 2

Check price/ availability 10 1

No. of Conversions/Sales 1 10

Assisted conversion/sale

RecapThere is no unique/ ideal consumer journey.Imagine micro moments. Organize around moments.Be there. Permanent.Be relevant.Be contextual.Measure also other actions (micro-conversions)

TNX!Q&A

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Dont Skip Day Micro-moments - Cosmin Nastasa

Marketing

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