Google’s Micro Moments

The little moments that can make a big difference to brands

Mobiles have been a part of our lives for what feels like ages now. According to Google we interact with our phones an average of 150 times per day. So why is there still a major disconnect between the growth in the way people are spending time and brands being there to engage with consumers?

Many brands will confidently declare their full appreciation of the importance of mobile; but in reality, few are truly embracing it. How can we help more brands to move forward?

Google has identified the need for brands to better understand what they call ‘micro-moments’. In other words the times when someone instantly reaches for their mobile to learn, discover, find or buy. Brands need to identify these moments, deliver content that meets its need and make sure they’re in a position to measure results.

The ways this can be achieved are varied. It can start with building relationships early in the purchase journey, nurturing leads by being useful, and building brand preference. Combining helpful content with re-marketing to continue the relationship with an audience, which may include more traditional display advertising alongside YouTube and in-app campaigns.

It (almost) goes without saying that the experience of interacting with the brand via mobile needs to be fast and seamless, avoiding checkout barriers such as registering before making a purchase. An adaptive or responsive site that follows key mobile design principles can more than double conversion rates. The provision of helpful content post-purchase should also be explored, as it’s a great opportunity to earn loyalty and develop brand advocates.

The challenge that brands (and agencies working on behalf of brands) face is in determining the ‘micro moments’ that apply to their customers in relation to their product or offer. Only when these have been established can we devise strategies that capitalise upon those brief moments - when a consumer is ready and willing to engage, consume and, ultimately, purchase.

Post by

Kate Hallé