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Micro-Moments: 5 Questions to Ask Your Team

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Top Contributor
# 1
Top Contributor

Think with Google | Micro-Moments Connect with the full course here.

 

Now that you have a better understanding of your customers' micro-moments and have homed in on the ones you want to win, you need to figure out how your brand can be there and be useful. So, get your team together and use these questions to help you get started.

 

 

1. Are we there in the moments that matter?

 

To win in mobile, you have to commit to being there in the micro-moments that matter to your consumers and your business.

 

Think about: Showing up for the most-searched topics for your brand or category. Grab your mobile device and try searching for content based on the moments you identified. Is your brand there? Do you like what you see? What about when you do the same for YouTube?

 

Take action: Create a plan to boost your ad and content coverage across these micro-moments.

 

 

2. Are we useful in these moments?

 

It's not enough to be there in these moments—you also have to be useful.

 

Think about: Unique, tangible ways your brand can help solve a problem or make life easier in the moment.

 

Take action: Create useful content that adds value to these key micro-moments. Here are some examples to get you thinking:

  • Provide local inventory information so consumers can see what's in stock nearby.
  • Create 'snackable' and educational content, like how-to videos.
  • Offer the ability for consumers to seamlessly check out with an "instant buy" button.

 

 

3. Is our mobile site or app meeting our customers' needs?

 

To answer this, you need to be aligned on the goal of your site or app: are you trying to drive engagement, mobile commerce, registrations, calls, or visits?

 

Think about: How customers use your mobile site or app. Could you reduce the number of steps it takes to reach the intended goal?

 

Take action: Go through your brand's mobile site and app to make sure they're easy to navigate, and presents the right message at the right time.

 

 

4. Do we make it easy to purchase?

 

No matter where the consumer chooses to buy, the step from research to purchase should be a simple and frictionless one.

 

Think about: The I-want-to-buy moments. Someone is ready to make a purchase and may need help deciding what or how to buy. You have to be there with the right information and an easy checkout process to seal the deal.

 

Take action: Give consumers the information they need to make the purchase, like product details, reviews and local availability. Then empower them to purchase in whatever way suits their needs, whether in-store, on mobile, via call center or across devices.

 

 

5. Are we providing a seamless experience across channels?

 

Mobile is the connective tissue across the online and offline worlds, and drives valuable actions that can directly impact your bottom line.

 

Think about: How your channels work together to provide a cohesive customer experience.

 

Take action: Delivering a seamless experience requires closer collaboration across teams that may have different incentives — such as digital, brand, local and store merchandising teams. You may need to rethink how your teams are organized, where they sit, and how they interact. Creating shared goals will make measuring and optimizing the whole consumer journey much easier.

 

To keep these questions for easy reference, download the PDF.

 

 

Ready for more? Put Google research and insight behind your thinking: SUBSCRIBE TODAY

 

Posted by the Think with Google Team.

____________________________________________________________
Google My Business & Google Ads Top Contributor
Google Partner | GYBO Agency | Local Guide | My Profile


 


 


 

1 Expert replyverified_user

Micro-Moments: 5 Questions to Ask Your Team

Explorer ✭ ✭ ✭
# 2
Explorer ✭ ✭ ✭

hi @James_Clemens,

I am big fan of micromomments and the difference they provide but when do you actually know when the moments are?

do you use analytics data or adwords data?

or industry trends?

 

regards,

 

Zaby

Micro-Moments: 5 Questions to Ask Your Team

Top Contributor
# 3
Top Contributor

Hi @Zaby,

 

It's great to hear from you and to hear you are a fan of the Micro-Moments movement. 

 

Micro-Moments are the endless mini-opportunities where consumers interact with our brand. They are everywhere and happening constantly.

 

It's a shopper looking for store hours on Google Search. Is the Google Knowledge Panel correctly populated, the company's website properly structured so the info the consumer needs is present. It's a social page that is being social (friendly and engaging), and it's so much more.

 

We are having a micro-moment right now. And I can either take the time to have a fun & friendly digital conversation with answering your reply... or never reply at all. The micro-moment is the opportunity to interact. It wouldn't represent me well to not reply and that non-action could (and should) have a lasting effect on you when you decided to interact with me again in the future. A micro-moment makes the most of every interaction, wherever and whenever that may be.

 

For us, as advertisers, we need to think in micro-moments for our clients so that we increase the chances of capturing the attention of a prospect for them. We need to actually think in many micro-actions that equal the full story and brings an increased chance of engagement. We need to break down all the endless possible ways--the journey from a thought of a want/need to a completed transaction (paying for a product or service)--consumers will travel and we need to make the most of every step.

 

And as, advertisers, we discover those micro-moments by careful studies of consumers, using deep data from Google Analytics to identify great AdWords performance (and bad) so that we can gain all we can from the consumer's actions that lead to a completed action (converted goal).

 

As professionals, we can use micro-moment thinking to maximize our engagement with everyone around us, and at all times. We can become more efficient and be more "in the now" moment.

 

As people, we can use micro-moment thinking to to be better husbands, parents, friends, citizens... and more.

 

I hope I have made the most of this micro-moment with you. If not, please post up your thoughts about micro-moments and let's keep this conversation going.

 

All the Best,

 

James  

____________________________________________________________
Google My Business & Google Ads Top Contributor
Google Partner | GYBO Agency | Local Guide | My Profile