Mobile is changing the way we live. Our days are hectic and broken into mere moments. We have no patience for more than 140 characters, let alone a 60-second commercial. Marketing must be useful at the exact moment we need it.
Google refers to these critical minutes as ‘Micro-Moments.’ In moments, consumers explore where to find products, evaluate whether they are worth it, and even uncover how to use them.
According to Google, 82 percent of smartphone users turn to their phone to influence a buying decision while in a store, helping to determine the final product selection even at the very last moment.
We also pursue big goals in small moments, like planning a vacation. According to Google, 69 percent of consumers search for travel ideas during spare moments. Say, standing in line for a sandwich. Then, nearly half of those consumers book their travel through a separate channel. We are these consumers. We search on our phone, then hop on a desktop at work, and then jump on an iPad at night.
In order to attract and retain customers, businesses need to be timely and relevant at each moment people look for or interact with your products or services.
Solve the What/When/Where/Why of Your Marketing
When do your customers need your services? Define these moments. Where are they at these moments? What are they doing at these moments? Examine the journey they take before, during, and after each moment in the purchase cycle.
The Power of ‘Near Me’ Marketing
People want what’s near them. ‘Near me’ search volume has increased 34-times since 2011, with 80 percent of “near me” searchers in Q4 2014 coming from mobile, according to Google.
How are your potential customers searching? If they are looking for products or services like yours close to them, then optimize your search marketing for local searches — paid and organic.