In a Think with Google I-Want-to-Buy Moments: How Mobile Has Reshaped the Purchase Journey blog, they shared five tips to win micro-moments. I supplemented them with further information that should help you execute:
- Identify your consumers’ I-want-to-buy moments. Talk to them—in stores, through surveys, in focus groups and forums—to figure out when and how they’re researching and making purchase decisions. Use empathy techniques from Design Thinking.
- Be there in moments of need. Create a comprehensive strategy that works holistically across channels such as search, video, social, and display. Keep in mind that consumers may be at home, in store, or somewhere in between. Create a Customer Journey Map.
- Deliver relevant messaging. Simply being there in these moments isn’t enough. Look at how people are searching—the questions they ask, the terms they use—and create ads and content that provide helpful answers. Make sure that you understand your customers’ preferences or personalize messages specifically to them.
- Make it easy for them to make a purchase. The step from research to purchase should be a simple and seamless one. Give the consumer multiple ways to buy—whether that means driving them to your e-commerce site from a YouTube video or from a local inventory ad to a nearby store. Understand what “easy” means to different types of shoppers.
- Measure every moment that matters. It’s no longer enough to simply measure the online conversion. With mobile, the path to purchase is now fragmented. As a result, advertisers need to measure results online, across devices, in apps, and even in stores. Know best practices in measuring these moments.