We had another one of our popular Google Partners Connect events yesterday and as always, everyone who joined us learned a lot about digital marketing and how it can help take their business to the next level.
I’ve put together a summary of what was covered during the live event and at the bottom of this post you will find the video of the event in case you missed something or weren’t able to attend!
The first Google expert was Aditi Manwani, a Product Marketing Manager for Google. The first thing she told us about was nomophobia. Haven’t heard of it before? Neither had we. Nomophobia is the fear of being away from, and without, their cellphones. Mobile phones are so personal and they are actually changing the way we behave.
People check their smartphones 150 times per day and spend 177 minutes on it in a day. This shows that people don’t rely on long keyboard sessions on their laptops or desktops to find what they’re looking for.
This is where micromoments come into play. Micromoments are simply moments of intent and are the ideal time to engage with customers when they are looking for answers or making a decision. This is when consumers are most open which makes micromoments so important and valuable to your business.
We know that consumers are looking for instant gratification because of the proliferation of smartphones. So how can you use this to your advantage? Make sure you display useful information prominently on your site and through your ads. Anticipate their needs and make sure you are there. It is important for businesses to make sure they are there across the journey and not just when they are buying.
There are 4 major types of micromoments:
1. I want to know moments. This is where you need provide inspiration to customers when they are looking for information or an answer to a question.
2. I want to go moments. If someone’s blow dryer breaks and they search for one online in that moment, they are likely to buy the product at local store.
3. I want to do moments. 91% of smartphone users will turn to their phones for ideas while doing a task. This can be something like watching a YouTube video on how to boil an egg or how to change your winter tires.
4. I want to buy moments. This is the biggest moment. People know they want to buy but not sure what or when. 82% of smartphone users will actually consult their phones while in a store and deciding what to buy.
How to win the micromoment:
1. Be there by identifying the moment.
2. Be useful. Take their needs into consideration and connect them with the content they need.
3. Be accountable. 87% of people do research before entering a store.
The second guest Google had for this event was Frederick Vallaeys, CEO of Optmyzer and former Google Adwords Evangelist. Frederick usually presents during the Partners Connect Events and he always has a lot of interesting insights to share. This is because he himself started off as a small business owner and was able to use Google and Adwords to grow his business.
Stay tuned for our upcoming blog post that goes more into depth about Frederick’s talk: the top 10 ways to grow your business online!