Article

Michael Ash
Michael Ash 2 July 2015

Are Micro-Moments Changing The User Journey?

Google's efforts to educate and advocate the art of selling through "micro-moments" is just the tipping point.

By now you must have seen Google’s efforts to educate and advocate the art of selling through "micro-moments." Essentially, Google wants everyone to know that spontaneous moments of curiosity fuel the evolved consumer on multiple devices, anywhere on the planet.

 

On the surface, there is nothing surprising about searches for "near me" increasing by 34X, or how 82% of smartphone users turn to their devices for product decisions. The real shock comes from understanding the shift in the user journey. With all the advertising options and algorithm updates Google is rolling out, users are experiencing micro-moments, without having an orchestrated conversation with your website at all times. And sometimes the only way around it is by building for the next moment with valuable content, which earns the permission of the user.


 

The Reality
Google is holding us accountable by flipping site architecture on its head. Creating general pages, generic content or broad ads to drive purchases will have limited results (I am making mental notes myself). In May, Google held a global livestream showcasing AdWords innovations and highlighting "I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. "New search ad formats like Automobile Ads with large carousel images will help users who spend up to 15 hours researching and comparing cars, whilst new Hotel Ads will provide immediate details and booking options to users around the world.

Google is nudging all of us to reverse-engineer human behaviour and find the value we can provide to our customers.

 

Alas, all is not lost, a couple of things we can do include: checking the box next to the mobile preferred ads in Google AdWords, making our landing pages more relevant to our ads, and maximizing our Google Ad extensions whenever possible.

Value
Creating value in my opinion is also about looking at brand lags (where consumer activity outpaces brand output). Whether you’re promoting a recipe, event or a new car, you have to realise one thing: Advertisers cannot force users into buying goods and services with irrelevant content. Advertisers need to find where the conversation is happening and provide value at every turn.

 

It’s a lot of work, but not investing the time to understand the consumer is nothing short of broadcasting to yourself. Some of it may involve SEO, PPC, content, social outreach etc. but almost all of it involves humanity. Because let’s face it, Google is becoming more human than human, and this is not a silly bot you can try to outsmart. We are now dealing with everyone’s mini personal assistant/oracle and with that comes emotional investment. With that comes the risk of selling too aggressively on multiple devices, and having people ignore messages at the final point of purchase.

 

On the plus side, everyone will have to put on a customer service hat and everyone will have to understand what the connection economy is all about. Micro-Moments have been changing the user journey since Google was born. The only difference between then and now is that according to Google "more Google searches take place on mobile devices than on computers in 10 countries including the US."

 

What are your thoughts on micro-moments? What can we do to make them better? Make sure to comment, like or share.

Twitter: @TheMichaelAsh

Original Article

Find out more on the future of Content Marketing at our DLUK - Trends briefing on the 24th September 2015

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Smash your customer acquisition targets with these AB tests

Smash your customer acquisition targets with these AB tests

Don't second guess what will work best to drive new customer acquisition via referral. Plan a program of AB tests to maximise results and you could benefit from a 5-7x improvement in results!

Angela Southall
Angela Southall 17 October 2017
Read more