Google's guide to Micro Moments: Winning the moments that matter
WEBINAR #1 WINNING MICRO-MOMENTS · 2017. 6. 23. · Google Webinar Series Series 1: Winning...
Transcript of WEBINAR #1 WINNING MICRO-MOMENTS · 2017. 6. 23. · Google Webinar Series Series 1: Winning...
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WEBINAR SERIES FOR TRAVEL AGENTSWEBINAR #1 – WINNING MICRO-MOMENTS
Wednesday 7 September, 11:30pm
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Google Webinar Series
Series 1: Winning Micro-moments
❏ 4 micro-moments every marketer should care about❏ Online behaviours and path to purchase
Series 2: Understanding Travel Industry & Trends
Online Trends & Seasonality in Travel Industry
❏ Top Travel Search terms❏ Challenges in the industry❏ Tools to understand the trends
Series 3: Optimising Presence and Business
❏ Productivity tools from Google❏ Optimizing online presence through Google My Business❏ SEO best practices for Webmasters
Series 4: Being a Profit Driven Marketer
❏ Introduction to Google AdWords❏ Performance solutions: Search, Shopping, Remarketing❏ Branding solutions: YouTube, Display
Series 5: Understanding Metrics that matter
❏ Understand Metrics that Matter❏ Case Studies of Travel clients
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House Keeping;
• Session will be recorded
• Presentation will be available at www.afta.com.au
• Audience will be on mute
• Q & A will be taken at the end of the presentation
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MICRO−MOMENTSTHE NEW BATTLEGROUND FOR BRANDS
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Proprietary & ConfidentialProprietary & Confidential
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6
We don’t go online. We live online.
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Buy festival tote for Splendour in the Grass next weekend11:15pm
On the bus, read about Splendour in the Grass lineup8:42am
Use flashlight app to find dropped earring11:09pm
At bus stop, listen to new music playlist 8:30am At work, book
Splendour in the Grass tickets11:36am
On bus, check email for sales this weekend5:29pm
Browse festival styles on YouTube7:15pm
Wake up and check today’s weather6:50am
At lunch, play Scrabble while waiting in line1:33pm
Use maps to get directions to Mexican food truck 1:13pm150X
per day
Kleiner Perkins Caufield Byers, May 2013
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Buy festival tote for Splendour in the Grass next weekend11:15pm
On the bus, read about Splendour in the Grass lineup8:42am
At bus stop, listen to new music playlist 8:30am At work, book
Splendour in the Grass tickets11:36am
Browse festival styles on YouTube7:15pm
Use maps to get directions to Mexican food truck 1:13pm
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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
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7%decrease in time
spent per visit
58%increase in mobile conversion rates
34%increase in mobile's
share of online sessions
Source: Google Analytics aggregated data, May 2015 vs 2014, AU
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Micro-Moments Research Methodology
Usage data
Understand smartphone usage habits Deep dive into micro-moments behaviour
M-M survey
Selfie videos
Capture everyday micro-moments
Existing Research
Draw on our existing insights
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4 YEARS AGO... MOBILE USAGE HEAVILY LEANED UPON THE EVENING
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Mobile Search Weekday Mobile Search Weekend
NOW PEOPLE ARE SEARCHING ON THEIR PHONES IN SHORTER BURSTS, MORE FREQUENTLY AND CONSISTENTLY THROUGHOUT THE DAY
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OUR BIGGEST OPPORTUNITYis the
SMALLEST MOMENTS
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SOME MOMENTS MATTER
MORE THAN OTHERS
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moments
38,983
Nov 8
Nov 18
Nov 28
Dec 8
Dec 18
Dec 28
All Digital moments
Longitudinal Digital Panel Data, Luth Research
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All Digital moments
House Hunting
Kids Holiday Activities
Pizza
Credit Cards
Disneyland Holiday
Nov 8
Nov 18
Nov 28
Dec 8
Dec 18
Dec 28
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moments
419
DisneylandHoliday
Nov 8
Nov 18
Nov 28
Dec 8
Dec 18
Dec 28
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Search
Web
Video
DisneylandHoliday
Nov 8
Nov 18
Nov 28
Dec 8
Dec 18
Dec 28
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Search
Web
Video
DisneylandHoliday
Nov 8
Nov 18
Nov 28
Dec 8
Dec 18
Dec 28
Desktop
Mobile
Desktop
Mobile
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Search
Web
Video
Disneyland
Nov 8
Nov 18
Nov 28
Dec 8
Dec 18
Dec 28
Desktop
Mobile
Desktop
Mobile
searches
34videos
5web pages
380mobile movements
87%
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Source: Luth Research, Consumers in Micro-Moments, Feb 2015
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Source: Luth Research, Consumers in Micro-Moments, Feb 2015
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MICRO-MOMENTS
I-WANT-TO-KNOWMOMENTS(Awareness/
Consideration)
I-WANT-TO-BUY
MOMENTS(Purchase online)
I-WANT-TO-GO
MOMENTS(Purchase in-store)
I-WANT-TO-DO
MOMENTS(Consideration/
Loyalty)
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I-WANT-TO-KNOWMOMENTS
Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users)
95%of users will turn to their
smartphone for immediate information, ideas or advice
57%of smartphone users turn to their phones because of a conversation
they are having
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I-WANT-TO-GOMOMENTS
Source: The Consumer Barometer Survey 2014/2015, AU, n=1,180, based on internet users / Google Trends March 2015 vs Mar 2014 US
82%of smartphone users turn to
a search engine when looking for a local business
2xincrease in“near-me”
search interest
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I-WANT-TO-DOMOMENTS
Source: Google Data, United States, Q1 2015, Q1 2014 / Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users)
70% 58%have searched online
for information on “how-to-fix-something” in
the past 3 months
increase in searches related to “how-to” on
YouTube
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I-WANT-TO-BUYMOMENTS
Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users) / Google Consumer Survey, AU, June 2015, (n=520 Australians that have used their phones to make a purchase or booking).
68% 37%of smartphone shoppers
report having made a purchase in their kitchen
of users have consulted their phone while in a store to
search for information about an item they were looking to
buy
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Confidential & Proprietary
Loyal to needs
ImmediacyHigher
expectations
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Confidential & Proprietary
Travel Moments that Matter
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Confidential & Proprietary
Meet DeeDee is planning a family safari holiday to Africa and wants to know the price of flights at various times of the year.
Google Confidential and Proprietary
flights sydney to lusaka
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2
DELIVERON NEEDS IN THE MOMENT
3
MEASUREEVERY MOMENT THAT MATTERS
CONNECT THE DOTS
1
IDENTIFYYOUR MICRO-MOMENTS
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MICRO-MOMENTS FORM PATHS TO PURCHASE
WE WILL COVER GOOGLE’S ‘PATH TO PURCHASE’ TRAVEL RESEARCH IN THE NEXT WEBINAR.
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Questions & Discussion
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3
8
Thanks