Micro moments digital bites deck zen10

Digital Bites

Welcome Introductions

9:00am

9:15am

9:20am

9:50am

Registration & Breakfast

Welcome Introductions - Google & Zen10

Micro-Moments - The new battleground for businesses

5 Cutting Edge Search Marketing Strategies

Psychology of Web Design 10:10am

AGENDA

Q&A with Existing Client – JV Marine World 10:45am

Final remarks / Q&A / 1:1 Consultation 11:00am

15 Minute break for refreshments / networking 10.30am

Micro-Moments The New Battleground for Businesses

Cameron Clark

Agency Development Manager Google Australia and New Zealand

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Proprietary + Confidential

Web Videos Images Shopping News More Search tools

mi·cro-mo·ment /ˈmīkrō/ /ˈmōmənt/ noun; plural noun: Micro-Moments 1. A moment we reflexively turn to a device to act on a need we have that moment – to learn, discover, find or buy something. � 2. Intent-rich moment when decisions are being made or preferences being shaped. �

About 44,800,000 results (0.37 seconds)

define: Micro-Moment

We don’t go online. We live online.


per day

At bus stop, listen to new music 8:30am

Buy product for upcoming event 11:15am

Browse how-to content on YouTube 7:15pm

On bus, check email for sales this weekend 5:29pm

At lunch, play Scrabble while waiting in line 1:33pm

Check email before bed 11:09pm

Use maps to find lunch spot 1:13pm

Research topic on search 11:36am

Wake up and read news online 6:50am On the bus, checks out

articles 8:42am

150x Proprietary + Confidential


At bus stop, listen to new music 8:30am

Buy product for upcoming event 11:15am

Browse how-to content on YouTube 7:15pm

On bus, check email for sales this weekend 5:29pm

At lunch, play Scrabble while waiting in line 1:33pm

Check email before bed 11:09pm

Use maps to find lunch spot 1:13pm

Research topic on search 11:36am

Wake up and read news online 6:50am On the bus, checks out

articles 8:42am

Google can help you reach consumers across these moments

Google Display

Google Display

YouTube

YouTube

Search

Search


Gmail

Gmail

Google Maps

Admob

18% decrease in time

spent per visit

29% increase in mobile

conversion rates

20% increase in mobile's share

of online sessions

Source: Google Analytics aggregated data, May 2015 vs 2014, AU

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THE BIGGEST OPPORTUNITIES ARE IN THE

smallest moments

Succeeding in a micro-moment world

Be There Be Useful Be Quick Connect the Dots

Be There

Showing up gets your brand in the game to be chosen, not just seen

Being there drives brand awareness

Many consumers aren’t brand committed

You get a shot at your competitors customers

Of smartphone users say that they would ignore a brand that didn’t show up in their search

of smartphone users have discovered a new company or product when conducting a search on their smartphones

smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it

51% 1 in 3

47% 47%

Be There

Key Questions

Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there, and do you like what you see? What is the share of consumer intent you’re capturing with your mobile marketing strategy? How big is the gap versus desktop? How big is the gap versus your peer set? Are you also considering the various contexts of those needs, and are you adjusting your strategy accordingly?

?

?

?

of consumers say that regularly getting useful information from an

advertiser is the most important attribute when selecting a brand

of smartphone users have bought from a brand other than their

intended one because the information provided was useful

of smartphone users say they're more likely to buy from companies who

customize mobile information to their location

Be Useful

Without utility in the moment, not only will consumers move on, they actually might not ever come back

61% 51% 73%

74% rely on their phones more than, or at least as much as, they rely on their desktops when searching for information, ideas, or advice.

Be Useful

I-Want-To-Know Moments

Action: Create snackable, educational content — not the hard sell

Source: Google/Galaxy, "Micro-Moments Study," Australia, June 2015, n=1,002.

86% found directions or contact details for a business with their phones in the past three months.

Be Useful

I-Want-To-Go Moments

Action: Use location signals to highlight relevant locations, store inventory, and driving directions

Source: Google/Galaxy, "Micro-Moments Study," Australia, June 2015, n=1,002.

Be Useful

Key Questions

What do consumers want to learn about your category, products, or services? Are you helping consumers find nearby locations and highlighting in-stock inventory on mobile? Where are consumers buying your product? How can you support consumers who are buying from you in-store or while on-the-go?

?

?

?

Action: Load like lightning

47% of consumers expect a page to load in 2 seconds or less

Be Quick

Evaluate mobile site load time

Action: Eliminate Steps

67% of smartphone users who switch to another site or app will do so because it takes too many steps to purchase or get desired information

Be Quick

Provide alternatives to finish the transaction

Implement one-click functionality

Design efficient forms

Be Quick

Key Questions

What is the key action you want users to take on your mobile site or app? How long does it take to perform it? Which functions on your mobile site are absolutely, positively, undeniably essential for your customer? What do you already know about your customer that can help you anticipate their needs?

?

?

?

Connect the dots

Micro-moments have fragmented the consumer journey

of consumers do research before entering a store

of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics

of smartphone users turn to their devices to help them make a product decision when in stores

Digital drives people in store

Mobile is the new shopping assistant

People purchase across screens

82% 87% 90%

40%

Connect the dots

Action: Measure across screens

Measure more than just app installs

Account for multi-device behavior

Make sure mobile gets credit for call conversions

of enterprises still use first-touch / last-touch attribution

Source: Forrester, ‘Cross Channel Attribution is Needed to Drive Marketing Effectiveness’, May 2014, United States.

57% of people are more likely to visit a store when they use mobile search to help make a decision

Connect the dots

Action: Measure across channels

Measure how digital influences

offline behaviors

Connect the dots

Key Questions

Are you measuring for clicks and sessions, or are you measuring the real bottom line? Are you accounting for all types of mobile-driven conversions, including those that happen in your store, app, and call center? What can your organization do to break down silos and keep them talking?

?

?

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Micro-Moments Checklist

Be There

Be Useful

Connect the Dots

Be Quick

❑  Tap into Your Audience’s Passions ❑  Create Snackable, Educational Content ❑  Use Location Signals ❑  Empower Purchases on All Channels and Devices

❑  Identify your Moments ❑  Understand your Share of Intent

❑  Eliminate Steps ❑  Anticipate Needs ❑  Load like Lightening

❑  Measure Across Screens ❑  Measure Across Channels ❑  Breakdown Team Silos

Thank you

g.co/micromoments-au

5 Cutting Edge Search Marketing Strategies

Mark Thomas Co-owner zen10

Get Your Business Found

Leads Exact Targeting In Market Prospects Phone Tracking

Reach Remarketing Banner Ads

Mobile

Helping businesses find customers

Local Visits Demographics Campaigns

Mobile Bookings

Scheduling

Helping businesses find customers

New layout helps advertisers

treemanmelbourne.com.au position #4 can be profitable average position 1.1 > 3.0 average CPC drop by 50% clicks increased by 50% price comparison behaviour

> up to 4 paid ads > ads gone from right hand side > ad icon now green > ads taking up more real estate above the fold > blurring paid and non paid results

Paid Local - Attract Nearby Customers

Online Sales - Google Shopping

> Cleaner simplified display > Carousel on mobile > Qualified Visit

Set up Google Merchant Centre > shopping campaign

Mobile is a big deal

Google Search - Mobile

For “highly commercial search queries” there are no organic results above the fold on mobile search results

90% of mobile clicks come for top 3 results

Your Competition Is Already There

>!<!

Google Search - Location Specific

Track Phone Calls From Your Website

> prioritise the keywords that drive calls > get the complete picture of marketing results > calculate exact ROI

Check your Google+ My Business page

Display Banner Ads— Remarketing

remove customers

there is always next year 540

use analytics segments - VIP customers

change ad creatives

create a funnel

think about your sales cycle

cross sell / up sell

What Do Ads Follow Me Around The Internet? Re-engage your audience Remind them how great you are

but

Youtube Video Ads

Match demographics, location, interests, diy, channels, only pay when someone watches your ad (30 seconds)

Gmail Sponsored Ads

Customer Match - Upload Your List to catch customers in the moment

•  Keywords •  Demographics •  Competitors •  High Click Through Rate -3%!

Audience Insights Expand reach to target customers in market customers

Google Keyword Planner - Quality & Quantity Traffic & budget estimates for industry for financial planners

Research Your Market Trends in the fitness industry

Competitor Analysis Re-engineer competitors strategy

Insights & Accountability

Google Analytics - Insights & Performance Understand visitor engagement, behaviour & outcomes

•  Website design, hosting and internet marketing •  Experience and expertise •  Google Partner

•  Free keyword research & competitor report ($150) •  Free website conversion rate optimisation review ($150) •  Free set up AdWords campaign ($299)

!•  Reach, Relevance & ROI

Thanks

Micro moments digital bites deck zen10

Marketing

Transcript of Micro moments digital bites deck zen10