Micro-Moments and Customer Journeys
The online marketing industry continues to progress in providing technology that enables marketers to predict and deliver roadmaps to help consumers and businesses convert. We’ve made some assumptions up to this point, though. The general theme of personas and sales funnels is much more porous and flexible than we ever imagined.
Cisco has provided research that shows that the average product purchased has over 800 distinct customer journeys that lead to it. Think about your purchase decisions and how you bounce between research, online, in-store, email, search, and other strategies as you decide. No wonder why sales and marketing professionals struggle with attribution so much. It’s another reason why omnichannel marketing must be carefully orchestrated to improve results.
If you can predict and provide marketing that precedes the customer’s journey, you can reduce the friction and lead them to purchase more efficiently. The research from Cisco shows that retailers who offer Internet of Everything experiences can capture a 15.6 percent profit improvement.
Combine these findings with Think With Google’s Micro-Moments research, and we’re left with four micro-moments that every marketer should be paying attention to:
- I want to know moments: 65% of online consumers look up more information online than a few years ago. 66% of smartphone users look up something they saw in a television commercial.
- I want to go moments: 200% increase in near-me searches, and 82% of smartphone users use a search engine to look for a local business.
- I want to do moments: 91% of smartphone users turn to their phones for ideas while doing a task, and over 100 million hours of how-to content have been watched on YouTube this year.
- I want to buy moments: 82% of smartphone users consult their phones while in a store, deciding what to buy. This has resulted in a 29% increase in mobile conversion rates in the past year.
While Google is focusing on the mobile user, you must recognize how this impacts every customer journey – from the acquisition to an upsell or just renewing. The fact is that we have to be much better about targeting content that drives purchase decision moments. Add people’s learning styles and elements that motivate a purchase, and it’s no wonder marketers are struggling to produce content that drives conversions. Analytics doesn’t provide insight into these, so content marketers seek more informed solutions to predict and gauge their content’s performance.
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