View
437
Download
2
Category
Preview:
Citation preview
Seizing Micro-moments Online and In-store
May 5th, 2016
Karthik VishTwitter: @karthik_vishLinked In: https://www.linkedin.com/in/karthikvish
THE PARADIGM SHIFT
The universal math for growth
A Product/Service A Consumer
Evolution of the consumer
Evolution of the touchpoints
Evolution of Search Engines
Evolution in competition
Evolution of products
No longer enough to meet expectationsValue vs Perceived Value
Signals amidst the noise
Playing CSI
The math 2.0 for growth
An appealing Product/Service
Consumer
Understanding Micro-moments
Experience
Brand Ambassador
UNDERSTANDING MICRO-MOMENTS
Search as a Philosophy
Data
Site interactions Store visits Video Abandonment Wearables, social, search history Beacons
Audiences
Teens (12-19): Connected but stressed out due to over-committed lifestyle
Young Adults (20-29): Living differently, delaying settling down
Adulthood (34 – 49): Focused on living well, aging gracefully Seniors (50+): Living longer, retire and come back, supporting younger people.
Audiences
Target the right people at that the key moments of their customer journey
Keywords vs People/Intent
The world of Omni
….Customers are living more Online connected lives; but what they do offline is just as important in defining their interest.
Mobile
Technology
Machine Learning and AI
Harnessing Big Data for Insights
Improve ads and landing pages
The world outside the SERP
Siri, Cortana, Google NowEchoWearables
PLAs/Shopping
To stand out in the crowd
Optimize PLA feeds Understand Algo changes 1/3 clicks
Experimentation
Attribution
Last Click the gold standard? Measuring “micro-moments” True performance vs Halos
Key takeaways
The customer journey is ever evolving.
View the customer journey as a series of interconnected touchpoints
Understand how to not only accumulate technology but also use it to empower and monetize
Master attribution to the best of your ability to understand interactions
Cannot afford to not test into Beta(s)
Thank you…
Twitter: @karthik_vishLinked In: https://www.linkedin.com/in/karthikvishEmail: karthikvish01@gmail.com
Recommended