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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.
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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
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
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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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Proprietary + Confidential
THE BIGGEST OPPORTUNITIES ARE IN THE
smallest moments
Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect the Dots
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?
?
?
?
Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect the Dots
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?
?
?
?
Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect the Dots
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?
?
?
?
Succeeding in a micro-moment world
Be There Be Useful Be Quick Connect the Dots
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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?
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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
2016
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
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