Google’s “Micro-Moments” Highlight Fundamental Shift in Consumer Behavior

You know that feeling when you forget your phone? It’s a feeling of vulnerability and helplessness, as we have become increasingly dependent on that powerful little device. We expect to be connected to who and what we want to, and we expect to find answers and solutions to our problems on demand.

This has changed the way consumers make purchase decisions. The traditional consumer journey is now divided up into various real-time, intent-driven “micro-moments,” providing marketers the opportunity to identify and prepare for the exact moments right when a consumer reaches for their device.

Google has identified various insights driving overall micro-moments to showcase the variety of opportunities for marketers, many of which are applicable to the CPG category.

Google-Micro-Moments

  • People evaluate purchase decisions in-the-moment. When walking through a store, 82% of smartphone users turn to their phone to influence a purchase decision. More people are reaching for their phone to investigate products and prices than are actually asking for help from an associate in store.
  • People solve unexpected problems in-the-moment. 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.  If their dishwasher breaks, they will immediately go to their device to investigate the problem and the products and services that may provide a solution.
  • Micro-moments fill voids or lulls in time or complement multitasking. For example, people turn to their phones when waiting in line, commuting, walking, shopping, relaxing, and more.

As marketers, it is our job to identify how to add value to each of these micro-moments. We should consider what micro-moments are most important to our brand, and which provide an opportunity to highlight our product while making our consumers’ lives easier. How we create content and add value to consumers in each of these micro-moments can set us apart from our competitors.

To learn more about Google’s Micro-Moments, visit their research on Think With Google.

Originally posted on Digitally Approved, here.

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Google Algorithm Update will Prioritize Mobile Websites in Search

Google recently announced that they will be using mobile-friendliness as a ranking signal in driving search results to users, beginning this April.

In the announcement, Google’s Webmaster Central Blog stated:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

That means mobile-friendly and mobile-responsive sites will earn better positioning in Google’s mobile search engine results, and sites that are not optimized for mobile will see less mobile, organic traffic.

This all makes sense. More and more people access the web on mobile devices, and it’s Google’s job to return to you what is user-friendly and relevant, or you won’t come back. The problem is, this will impact small local business owners the most, as many don’t have marketing departments or budgets to create responsive web sites, yet many of their customers rely on Google search to find local services. Google does aim to provide many robust resources to help developers prepare and optimize websites. You can even test if a site is mobile ready according to Google.

Google has been recommending responsive web design for years now, but this is the first time they have officially announced that it will have an impact on search as a result.

Originally posted here.