Each day, an increasing number of people turn to their mobile devices in order to obtain advice, search product reviews, find a great nearby restaurant, find the closest hair salon, and much more. This everyday search creates an opportunity for your company or business to be visible on the Internet in order to provide services to the consumer. Today’s modern business market is increasingly shifting to mobile technology. The question is, will you be there to deliver?
A business owner’s main objective is to “be there” for his or her customers or clients. With the progressing stress placed on businesses to deliver to the “mobile generation”, it is of great importance for business owners to incorporate mobile search campaigns and accommodations into their marketing efforts. These actions will promote your business as well as enable visibility for the consumers in their micro-moments.
When an individual picks up his or her mobile device, chances are they are looking to learn, do, find, or buy something in that instance. These actions may come in the form of YouTube video views, app interactions, searches, and mobile site visits. Micro-moments like this happen numerous times each day, and every one is an opportunity to expand your business and clientele.
Creating a business that caters to mobile search not only provides for convenience and efficiency, but it also allows for your business to grow and expand, especially to more consumers. Mobile benefits include navigating search traffic to your business site, app downloads, and ecommerce purchases, which all build a competitive advantage for your business. Here is why:
(1) Many consumers are not brand-committed: Ninety percent of smart-phone users are not absolutely certain of a specific brand they want to buy from or of the business they would like to collaborate with. (1)
(2) You can win your competitor’s customers: One in three smartphone users have purchased from a company or brand other that the one they intended to buy from because of information provided in the moment they needed it. (2)
(3) Your presence can drive brand awareness goals: Studies have shown that you can increase unaided brand awareness by 46% (or 6.9 percentage points) simply by showing up in mobile search ad results. In addition, more than half (51%) of smartphone users have discovered a new company or product when conducting a search on their smartphones. (3)
We now know why and how to cater to our customer’s needs. Now let’s focus on the moments when these micro-moments occur.
Best practice is this: As a business owner, you must re-train your brain to think differently. You want to be visible during all stages of the consumer journey, not just when he or she is ready to buy. In order to accomplish this, be there in these four key moments:
I-WANT-TO-KNOW MOMENTS: When someone is exploring or researching, but they have not yet decided to purchase. In this moment they are looking for useful information and even inspiration- definitely not the hard sell. This moment is a great time to educate the user!
Consider this: 66% of smartphone users turn to their devices to learn additional information about something they saw on TV or heard on a radio commercial. (5)
I-WANT-TO-GO MOMENTS: This moment occurs when a customer is looking for a local business or is considering buying a product from a local retail store. Here your physical location is taken into consideration.
WOW: “Near Me” searches have grown 2X in the past year (6) and 82% of smartphone users say they have used search to find local business in close proximity to them. (7)
I-WANT-TO-BUY MOMENTS: This is your money-maker moment. When someone is ready to make a purchase, they may need help deciding on what or how to buy. Never assume that they will seek you out- you will need to be there with the right message at the right time.
Did you know: 82% of smartphone users consult their phone when in a store and making purchasing decisions. (8)
I-WANT-TO-DO MOMENTS: This moment could come either before or after the consumer’s purchase. Either way, these are the “how to” moments when people want to find help on getting things done or trying something new. Being there with the right content to aide them in this moment of need is key.
Can you believe: Searches related to “how to” on YouTube are growing 70% year-over-year. (9)
Building a strong “be there” strategy across these four key moments requires the consideration of two things: a user’s intent and a user’s context.
The key to winning in this mobile revolution is to committing to always being available in the micro-moments and also to relate to your business. Here are a few questions to ask yourself and your team:
• What are the most searched topics for your brand or business? Grab the closest mobile device and perform a quick search. Are you on the search? Do you like what you see? What competitors ranked?
• Are you only at the bottom of the sales funnel, when people are in buying mode? It is best to be there across the board. If you can be visible across a full range of consumer needs, wants, and curiosities, then you are winning!
Creating a digital campaign that shows continuity across all platforms is ideal. Once you have established the goals of your marketing campaign and exactly how you will be there through the entire process, take the next steps to make it happen! Today’s actions have a direct effect on tomorrow’s results.
This article was written by Rhen Bartlett, of The Kalifeh Media Group. The Kalifeh Media Group is an advertising and marketing company located in Mobile, AL specializing in creating digital marketing campaigns for their clients. If you have any questions please reach out to us. We are always glad to talk digital strategy.
Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015,
n=1291 online smartphone users 18+
Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis,
Google Consumer Surveys, U.S., May 2015, n=1243
Google Trends, U.S., March 2014 vs March 2015
Google Consumer Barometer Survey 2014/2015, U.S., n=1,000 based on
Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398
based on internet users
Google Data, U.S., Q1 2014, Q1 2015
This article was sourced from Think Google.