Winning the Moments That Matter

Winning the Moments That Matter
Winning the Moments that Matter Why the biggest opportunities are in the smallest moments Rise Interactive February 24, 2016 Speaker: Laura Sardegna, Head of Industry, Catalyst
How long does it take for the average person to report a lost: vs 26 hrs 68 mins Source: Unisys
Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Average time spent per day by US adults shifts toward digital Source: eMarketer 2015 - via US Census 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 TV Radio Print Digital Other 2011 2015 Source: eMarketer 2015 - via US Census
Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Most of the growth in digital from here on out will be from mobile TV Radio Print Digital Other 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 2011 2015 D+L M D+L M Source: eMarketer 2015 - via US CensusSource: eMarketer 2015 - via US Census
Nomophobia noun a fear of being without mobile device, power source, or service area
SUCCEEDING IN A MICRO- MOMENT WORLD ENGAGE DURING MICRO-MOMENTS IDENTIFY MICRO-MOMENTS MEASURE BY CONNECTING THE DOTS CREATE FRICTIONLESS EXPERIENCES
We don’t go online. We live online.
per day At bus stop, listen to new music playlist 8:30am Buy new tote to take to Coachella 11:15am Browse festival styles on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps to get directions to Creole food truck 1:13pm At work, book Coachella tickets 11:36am Wake up and read news online 6:50am On the bus, read articles about Coachella 8:42am 150x
A moment we reflexively turn to a device to act on a need we have in that moment – to learn, discover, find or buy something. Intent-rich moment when decisions are being made and preferences are being shaped. 1. 2. mi·cro-mo·ment /ˈmīkrō/ /ˈmōmənt/ noun; plural noun: Micro-Moments
Meet Giana In the drugstore aisle Giana researches medicine options and opts to buy the small tube that’s 4x the price of others. best cold sore medicine
HELP-ME-CHOOSE MOMENT Giana, 26, Waitress MARKETING IMPLICATION: Consumers turn to mobile for last-minute confidence. Marketers need to provide it for them by being there in-the-moment with helpful content. Giana is surprised by the price difference between fever sore remedies and turns to her phone to see if Abreva is worth it. AUDIENCE 7:54pm, in-store CONTEXT INTENT
Laura, mother of 3 MARKETING IMPLICATION: Provide the most frictionless way to ‘do in-between time research - at home, online...or in the snow! At the park sledding, my 2 year old son said “I’m cold, I want to go home” after 5 mins of sledding. I took him back to the car, grabbed my phone and started to research “trips to warm weather locations” AUDIENCE 12:30pm, in the snow CONTEXT INTENT TIME-FOR-SOME-WARM- WEATHER-TRIP MOMENT flights sydney to lusaka trips to warm weather locations
CONNECT THE DOTS
SUCCEEDING IN A MICRO- MOMENT WORLD BE USEFUL DURING MICRO- MOMENTS IDENTIFY MICRO-MOMENTS MEASURE BY CONNECTING THE DOTS CREATE FRICTIONLESS EXPERIENCES
Source: Think with Google Source: Think with Google Source: Think with Google Source: Think with Google
Source: Think with Google Source: Think with Google Source: Think with Google Source: Think with Google
60%+ Supermarkets 45%+ Car Dealerships Aggregated anonymized internal data from a sample of US users that have turned on Location History. Queries were considered as being "from" a location if they occurred within one hour of a user visit to the location. 50%+ Restaurants
60%+ of sporting goods shoppers who engaged with relevant YouTube content on mobile are female 45%+ of video game searchers on mobile are 35+ 40%+ of mobile home-goods searchers are male 60%+ of mobile auto searchers are female Millward Brown Digital 2015 Mobile Clickstream Shopper Profiling Study, January-June 2015.
“Consumers expect and deserve amazing mobile experiences.” Larry Page, CEO Google
Page Load Speed Speed
Confidential & Proprietary of smartphone users will immediately switch to another site or app if it’s too clumsy or slow of customers will abandon a site that takes over 3 seconds to load Dissatisfied visitors will never return to a website where problems have occurred Speed thrills, friction kills Sources: 40%: Forrester Consulting on behalf of Akamai Technologies; n=1,048 US online consumers, September 2009. 29%: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+ 1 in 5: Akamai Technologies - 2014 Consumer Web Performance Expectations Survey
Confidential & Proprietary 47% of consumers expect a page to load in 2 seconds or less Check your company’s page speed load time and how to improve it: https://developers.google.com/speed/pagespeed/insights/ And Take Action: Make sure your site loads like lightning Source: 47%: Akamai Technologies - 2014 Consumer Web Performance Expectations Survey “A 1 second delay can result in ~8% increase in bounce rate” – Web Performance Today
Confidential & Proprietary I-NEED-IT-FAST MOMENTS Insert Walmart.com mSite Screen Shot
We conducted a study! 100 Websites iOS & Android Participants used their own device I’m going to shop for chairs... Ok! First I’m going to click on this button... Traditional Usability with Think-Aloud Protocol Design
Our Results: 25 Design Principles Homepage & Site Navigation Site Search Ability to Convert Form Entry Usability & Form Factor Design https://www.google.com/think/.../wh itepaper-sitedesign.html
Confidential & Proprietary Provide alternatives to finish the transaction Implement one-click functionality Design efficient forms 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
Confidential & Proprietary Put calls-to-action for primary activities in a prominent spot 61% of smartphone users are more likely to buy from mobile sites and apps that customize information to their location Use customers’ past behavior Take advantage of built-in GPS capabilities Action: Anticipate Needs
Confidential & Proprietary
An attribution model that doesn't fully value mobile is a puzzle missing a piece ● Mobile devices are ever-present (and armed with gps) ● Mobile devices are commanding a bigger piece of our day (2.2 hrs on avg in 2014 on non-voice functions) ● Actions taken on mobile devices give us insights into every other part of a conversion path
Confidential & Proprietary 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 Micro-moments have fragmented the consumer journey
Top goal assister Top goal scorer
Conversions peak during computer hours
Confidential & Proprietary 57% of people are more likely to visit a store when they use mobile search to help make a decision Measure how digital influences offline behaviors Action: Measure Across Screens and Channels
Confidential & Proprietary Identify Micro- Moments Engage during Micro-Moments Measure by Connecting the Dots Create Frictionless Experiences ❑ Tap into Your Audience’s Passions ❑ Create snackable, educational content ❑ Use location/intent signals ❑ Provide How-To video content ❑ Empower purchases on all channels and devices ❑ Identify your customers’ Micro-Moments ❑ Be sure your messaging is there in those critical moments ❑ Load at lightening speed ❑ Eliminate steps ❑ Anticipate needs ❑ Measure across screens and channels Your Mobile Marketing Strategy Checklist
YOUR BIGGEST OPPORTUNITIES are in the SMALLEST MOMENTS
Thank you
Appendix
Traffic sources have shifted Visits Conversions Page views Conversions Session Duration
Desktop: CvR up/Transaction share down CvR Transaction Share Year / Month IndexedCvRandTransactionShare (2012-01=100)
Confidential & Proprietary
I-Want-to-Know Two thirds of question-related searches ("what, when, where, how, why, who") are now coming from mobile Google Internal Data, US, August 2015.
I-Want-to-Go 90% of searches for "what time does [store] open/close" are happening on mobile. Google Internal Data, U.S., August 2015. Based on mobile devices with full browsers.
I-Want-to-Do Two-thirds of "how-to" searches on YouTube are on mobile devices. Google Data, Q1 2015, United States. Queries related to "how to" on mobile and tablet.

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