News
Life is full of "micromoments" retailers need to capitalize on
The World of "Search"- we go on there with a purpose and a
specific intent to go on there. We see 100 Billion searches every month- and
we're seeing a rise in these coming from mobile. They're searching with an
intent to shop. Vikram Tank of Google delivered an insightful presentation to describe these "micromoments" consumers are on mobile that brands need to take advantage of.
specific intent to go on there. We see 100 Billion searches every month- and
we're seeing a rise in these coming from mobile. They're searching with an
intent to shop. Vikram Tank of Google delivered an insightful presentation to describe these "micromoments" consumers are on mobile that brands need to take advantage of.
Intent and immediacy
Intent
We're tuning in more than ever. We're doing this on multiple
devices. With less time, consumers are ticking in a higher conversion rate.
devices. With less time, consumers are ticking in a higher conversion rate.
Moments are those short times you are on your phone when the
user is in control. Brands and retails don't have too much time to play.
user is in control. Brands and retails don't have too much time to play.
Micromoments- These are where brands can flourish. Users are
showing intent to do something with a brand or retailer- where to go to lunch,
watching makeup videos. These happen throughout the day. These opportunities are replacing those longer research at the desktop
showing intent to do something with a brand or retailer- where to go to lunch,
watching makeup videos. These happen throughout the day. These opportunities are replacing those longer research at the desktop
Tank described 4 different micromoments and how brands can play a role.
I want
to know
To look up anything and
everything. They are immediately satisfying their curiosity. 66% of people pick
up their phone too looking up info in the middle of a conversation.
everything. They are immediately satisfying their curiosity. 66% of people pick
up their phone too looking up info in the middle of a conversation.
This is multi-tasking at its'
finest.
finest.
I want to go
The 'what's near me' searches-
they show intent of where consumes are going. 50% of consumers who search out a
place on their phone end up going there within 2 days; 18% of them actually
make purchases. What happens to the rest? They don't go- they're afraid
something will be out of stock ' they don't want to waste the time since
they're not fully convinced.
they show intent of where consumes are going. 50% of consumers who search out a
place on their phone end up going there within 2 days; 18% of them actually
make purchases. What happens to the rest? They don't go- they're afraid
something will be out of stock ' they don't want to waste the time since
they're not fully convinced.
Looking at these searches- people
aren't looking up brands- they're looking to meet their needs. Brands need to provide a more useful
experience here.
aren't looking up brands- they're looking to meet their needs. Brands need to provide a more useful
experience here.
I want to do
These are really under the radar
and brands can play a role here. Online tutorials allow people to learn
themselves. Retailers need to take advantage here and really offer the support
and experience customers want.
and brands can play a role here. Online tutorials allow people to learn
themselves. Retailers need to take advantage here and really offer the support
and experience customers want.
I want to buy
When purchase decisions are being
made. There are many funnels and consumer are jumping down at different points.
82% of consumer use their smartphone while in a store.
made. There are many funnels and consumer are jumping down at different points.
82% of consumer use their smartphone while in a store.
BUT, where are these conversions
happening? Conversion rates on desktop are 2X higher- we need to work on making
it easier for consumers to purchase on mobile where all of this research is
being done.
happening? Conversion rates on desktop are 2X higher- we need to work on making
it easier for consumers to purchase on mobile where all of this research is
being done.
While in store, 1 in 4 people have
changed their mind about buying something while in check-out line because of
something they saw on their phone.
changed their mind about buying something while in check-out line because of
something they saw on their phone.
Topics that live across all moments;
Immediacy
Research
and ability have allowed us to demand immediacy and this is not going away.
and ability have allowed us to demand immediacy and this is not going away.
Higher
expectations
expectations
No
one wants to deal with the annoyances of inserting address over and over.
one wants to deal with the annoyances of inserting address over and over.
Loyal
to needs
to needs
People
know their needs and want them to be met.
know their needs and want them to be met.
Janel Parker, Market
Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.
Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.