Article

Stuart Sankey
Stuart Sankey 19 February 2016
Categories Ecommerce, Mobile

Mobile: How Can FMCGs Win Micro-Moments

We all agree, the traditional, typically singular path to purchase is dead, whereby a consumer would be exposed to a brand’s TV ad, go in-store, see the product on shelf and put it in their shopping basket. Digital has changed the entire way we shop & consume media and subsequently, as we all know, marketing is now digital.

It’s argued that the singular “moment of truth” no longer exists. Research by Google has found that there are multiple critical touchpoints within today’s consumer journey, known as micro-moments, which when added together, ultimately determine how that journey ends. Google believes that thanks to mobile, those micro-moments can happen anytime, anywhere.

These days, most of us would feel “naked” if we left home without our phone. I even struggle if it is not in the same room as me. Research has shown that 87% of smartphone users have their phone by their side day and night and that we check our phone around 150 times per day. If you pair that with other research which says we spend 177 minutes on our phones per day, then it’s incredible to see that the average mobile session is 1 minute 10 seconds long, multiple times per day.

We are using these minutes for countless interactions, like messaging, search, calling, news etc. but these are not moments for interacting with a brand. Quite often brand led media is “interruptional”, and we’ll just do our best to swipe away and move on. However, there are moments where we are looking for brands to help inform our choices and decision making. Google have called these ‘micro-moments’.

Key Consumer Micro-Moments:

  1. I want to KNOW – someone wants useful information or inspiration.
  2. I want to DO – pre or post purchase information on how to use.
  3. I want to GO – where do I find this product? E.g. store, aisle, “near me”.
  4. I want to BUY – providing them with all the info they need to buy.

Consumers Search By Need, Not Brand

65% of smartphone users say that when searching on mobile, they look for the most relevant information regardless of the company providing the information. This shows that consumers are loyal to their need at that moment, not a brand. The key for brands is therefore how to ‘show up’ when consumers search by ‘need’ rather than by brand.

How Can FMCGs Win Micro-Moments?

  1. Be There – anticipate and ‘show up‘ in these micro-moments.
  2. Be Useful – be relevant and connect people to the answers.
  3. Be Quick – Know, Go & Buy.

Mobile Apps v Mobile Webpage

For FMCGs, there are definite consumer searches that apply, such as product reviews, price comparison & product discovery.

However consumers are increasingly spending these micro-moments in mobile apps, rather than mobile browsers (81% vs 19%). In addition to thinking of browser search terms, for example, brands should be considering which apps their consumers are using to discover, or try, FMCG products – and make sure they appear in them.

Mobile presents FMCGs with an excellent opportunity to deliver very effective calls to action as well as measurable sales. Quotient (formerly Coupons.com), has recently launched Shopmium in the UK, a mobile first proposition that helps FMCG brands win at Mobile. For more information, contact me at ssankey@quotient.com .

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