Win the Shift to Mobile with Micro-Moments! #MobileMonday[ Edited ]
January 2016 - last edited April 2016
In our last two #MobileMonday posts, we discussed the importance of having a mobile-friendly site and the 25 factors to consider when optimizing your site for mobile. If you didn’t have a mobile-friendly site before, I hope you have plans for one now!
This week, we’re taking a step back to discuss the importance of micro-moments in the changing mobile landscape.
The customer journey can be a long one. Whereas consumers may once have fired up their desktop computers and completed a purchase in one sitting, that journey is now one that includes multiple devices and touchpoints.
Potential customers use mobile from the initial awareness and research stages all the way through purchase, and later, brand loyalty. They comparison shop while waiting for the metro, search for movie showtimes while making plans with friends, and purchase plane tickets from their favorite carrier’s app.
These micro-moments can happen anytime, anywhere, as an increasing number of people keep their mobile phones nearby at all times. So what are the next steps in terms of your advertising?
- Be there to shape decisions and preferences. This could be as simple as checking your average position on mobile devices from the Settings tab and setting a higher bid adjustment, or a whole new strategy like starting a Video campaign to improve brand awareness.
- Be useful when consumers do find you in that micro-moment. Showing consumers that you’re nearby when they search for a local business (with a location extension and targeting) or providing how-to content related to your fly fishing business leads to a positive experience that could turn into a sale
- Be quick to provide that great experience. Consumers will not wait long for a slow mobile site or an app that’s difficult to navigate. Start off by making sure it’s easy for potential customers to find the popular products on your site!
- Connect the dots between mobile and desktop customers, because they’re likely the same people! Consumers do research before entering a store, or they may discover your brand on mobile but switch to a tablet to purchase. Make sure your conversion tracking is working and enable the cross-device conversion column in AdWords.
Want to learn more? Check out Think with Google’s many resources on micro-moments.