Winning the Moments That Matter

Winning the Moments that Matter Why the biggest opportunities are in the smallest moments

Rise InteractiveFebruary 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 minsSource: 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

2015D+L M

D+L

M

Source: eMarketer 2015 - via US CensusSource: eMarketer 2015 - via US Census

Nomophobianouna fear of being without mobile device, power source, or service area

SUCCEEDING IN A MICRO-MOMENT WORLD

ENGAGE DURING MICRO-

MOMENTS

IDENTIFYMICRO-

MOMENTS MEASURE BY CONNECTING

THE DOTS

CREATE FRICTIONLESSEXPERIENCES



MOMENTS

IDENTIFYMICRO-


THE DOTS


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 YouTube7:15pm

On bus, check email for sales this weekend5:29pm

At lunch, play Scrabble while waiting in line1:33pm

Use flashlight app to find dropped earring11:09pm

Use maps to get directions to Creole food truck 1:13pm

At work, book Coachella tickets11:36am

Wake up and read news online6:50am

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 GianaIn 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-CHOOSEMOMENT

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-storeCONTEXT

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 snowCONTEXT

INTENT

TIME-FOR-SOME-WARM-WEATHER-TRIP

MOMENT

flights sydney to lusakatrips to warm weather locations

CONNECTTHEDOTS


BE USEFUL DURING MICRO-

MOMENTS

IDENTIFYMICRO-


THE DOTS


Source: Think with Google








60%+Supermarket

s

45%+Car

DealershipsAggregated 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 mobileare 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.



MOMENTS

IDENTIFYMICRO-


THE DOTS


“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


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

http://www.webpagetest.org/

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

https://developers.google.com/speed/pagespeed/insights/

http://www.webpagetest.org/


I-NEED-IT-FAST MOMENTS

Insert Walmart.com mSite Screen Shot

We conducted a study!

100 WebsitesiOS & AndroidParticipants 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 PrinciplesHomepage & Site Navigation

Site Search

Ability to Convert

Form Entry

Usability & Form Factor

Design

https://www.google.com/think/.../whitepaper-sitedesign.html


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


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

locationUse customers’ past behavior

Take advantage of built-in GPS capabilities

Action: Anticipate Needs




MOMENTS

IDENTIFYMICRO-


THE DOTS


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


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

Mobile Sessions Total

Conversions


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


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 theSMALLEST 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

Inde

xed

CvR

and

Tran

sact

ion

Shar

e (2

012-

01=1

00)


I-Want-to-KnowTwo 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-Go90% 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-DoTwo-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.