The Impact of Micro-Moments on Mobile Optimization Strategies

The new mobile reality dictates that businesses must be present when ever and where ever consumers are searching for information. They must begin thinking in terms of micro-moments – when users are most open and accepting to brands (old or new) to make a purchase.

Charlotte, United States – March 27, 2017 /PressCable/ —

Recently, several leading Charlotte Digital Marketing agencies were invited to a Google event hosted by the Charlotte Chapter of the American Marketing Association. The topic was, “Google Tips for Optimizing Your Mobile Strategy.” This was a great subject for number of reasons. One, there was an actual Google mobile optimization specialist that could answer them honestly. Secondly, she could give it to the audience straight. “The Good, Bad and Ugly” of what agencies were not taking advantage of that can give clients an edge on their competition.

She was here to provide facts and stats directly from Google to back it up (which are shared throughout). The event began with a simple question from the speaker, “Will everyone please unlock your smartphone and hand to the person to your left?”

She might as well have asked everyone to hand over bank cards and pin numbers. No one participated. What the speaker wanted to demonstrate was the importance of mobile in everything people do – so much that in most cases most were unwilling to hand over a smartphone to a complete stranger for 15 seconds.

Far more interesting is that by comparison, Google estimates that the investment by businesses into desktop is still almost 20 to 1 when compared to mobile. Quite frankly, no one would have had no problem handing a laptop.

The Old Retail Reality

In store shopping time has decreased by 57%. However, the value of each visit to the store is up 300%. Because of this, Google has coined a new term – finger traffic. They believe that the world has now moved from a foot traffic world to a “finger-traffic” universe.

People are now averaging six hours a day per person on smartphones versus one hour five years ago and everyone’s looking for answers all the time no matter where they are. Business owners, especially retailers are impacted the most as they need to make sure that they hit every touch point available. Interesting enough, with all this digital interaction, Google still reported that 92% of retail still occurs in store.

Why? Because what a customer does before they enter the store has changed dramatically. This occurs across devices and social media platforms so there is no single path to purchase. In fact, Google now states that 72% of people use phones to do research before purchases.

Believe in Micro-Moments

The new mobile reality also dictates that business owners must be present when ever and where ever consumers are searching for information. So, they must begin thinking in terms of “micro-moments.” This is when users are most open and accepting to brands (old or new) to make a purchase.

Consumers no longer care about the store in which they’re making the purchase. What matters most is who gets to them first with the best price and the most positive reviews. So platforms like Review sites like Yelp can play an important role to their success. Micro-moments are ultimately about quick customer decisions about what customers “want.”

This includes:

Watching what they’re into moments – 53% of online video viewers watch online video to be inspired or entertained. YouTube is the number one platform for 18-34 year-olds choose to explore their passions. Seek Knowledge moments – 65% of online consumers look up more information online now versus a few years ago. 66% of smartphone users turn to their phones to look up something they saw in a TV commercial.Ready to go moments – 2X increase in “near me” search interests in the past year. 82% of smartphone users use a search engine when looking for a local business. Ready to do moments – 91% of smart phone users turn to their phones for ideas while doing tasks. 100M+ hours of “how-to” content have been watched on YouTube so far this year

Ready to buy moments – 82% of smartphone users consult their phones while in store deciding what to buy.

People now care less about brand loyalty (especially millennials), just a solution that fits their need when they want it. These micro-moments can quickly determine the winners from the losers. If an organization can anticipate the consumer’s decision and be ready when they’re ready through organic or paid mobile search, they could win the sale and increase brand awareness. For example, B2B can play a major role in “Ready to do moments.” If someone needs to get something done at work that may be utility related like choosing a software program or or seeking information that helps them present with confidence, that business needs

to have a dominant presence in Google Search Engine Results, Pay Per Click and/or YouTube.

Speed Kills

Website user experience is vital to overall success with special emphasis on time to load. Google reports that 53% of potential customers abandon a website that takes over three seconds to load. Last year this number was 40%.

When it comes to mobile optimization, speed can kill a business or ascend it to new heights – so spend the appropriate amount of resources in Google Analytics to ensure that a site is functioning properly. Google Page Speed Insights is a free tool that can determine a website’s current speed. It will even give instructions on how to fix it.

Finally, don’t cringe the next time someone asks to borrow a smartphone – they’re only in the midst of an emergency micro-moment.

Bernard Lee is the President of Charlotte Search Engine Consultants, a leading digital marketing firm that works with organizations who believe that digital outreach is vital to compete and win. The firm combines business acumen in a number of industries to include financial services and healthcare with digital know-how to deliver measurable growth.

Contact Info:
Name: Bernard Lee
Email: bernard@charlottesearchengineconsultants.com
Organization: Charlotte Search Engine Consultants
Address: 5720 Carnegie Blvd Suite 2317, Charlotte, North Carolina 28209, United States
Phone: +1-704-593-6288

For more information, please visit http://www.charlottesearchengineconsultants.com

Source: PressCable

Release ID: 180843