![]() Google first highlighted the importance of these moments, and has developed a guide to help companies build experiences that are immediate, relevant and frictionless. It may seem a maze, but where others see threats, digital leaders see the opportunities. Micro Moments have become the new battleground for brands. Certainly, you have to be reachable whenever - and wherever - customers needs show up, to deliver contents and experiences that answer to those demands in real-time. Your brand must be here, there and everywhere. To succeed in this hyper-competitive mobile environment, you must learn to recognize the moments of truth, namely the Micro Moments that really matters (for your customers), those where critical purchase decisions are taken. “ Since we can take action on any need or curiosity at any time, the consumer decision journey has been fractured into hundreds of tiny decision-making moments at every stage of the funnel - from inspiring vacation plans to buying a new blender to learning how to install that new shelf.” (Google) The increase in mobile sessions (and in the time spent using mobile devices) states that the smartphone is the prime suspect in this evolution: The idea is that the customer journey - thus the overall digital customer experience - today looks a lot different than it did only a few years ago. The interaction results in a transaction of value where the customer experience becomes the real differentiator. The multiplication of touch points leads to the emergence of digital commerce, a combination that involves both physical and virtual elements, which might end up online or in store, combining e-commerce and retail store. Digital Commerce - 51 percent of customers have discovered a new company or product when conducting a search on their smartphone.This forces the redefinition of the customer journey. The secret of the Micro Moments is: what used to be predictable sessions have been replaced by many fragmented interactions that occur instantaneously offline and online. 82 percent turn to their smartphone while they are in a store, to get info, suggestions and decide what to buy. Digital Customer Journey - 68 percent of customers say they check their phone within 15 minutes of waking up in the morning.If you want to engage customers with tailored contents (personal and contextual), you should consider ‘mobile’ as your favorite channel, not just one channel among the others. The web goes mobile, customers go mobile, and your strategy must go mobile too. In 2015 the number of mobile searches has finally overpassed desktop ones, making the smartphone the primary door to access the Internet. Mobile Web Strategy - We check the phone on average 150 times a day.If we had to choose three significant consequences of this second revolution, they would be the need for a new ‘mobile web’ strategy, the redefinition of the digital customer journey, and the emergence of the digital commerce. ![]() It’s helping us manage our to-dos, tackle our problems, and inspire our plans.” (Google) It’s helping us discover new ideas and new businesses. Why? Because “ that little device is enabling new ways of doing and learning things. We do not look at this pervasiveness like a menace to our life. Wherever we go and whatever we do, we are connected to the world - and therefore always traceable and trackable - thanks to devices (and mobile apps) that communicate among them, even when we do not see them at work or use them at all. The smartphone is acting as the main catalyst for the second Internet revolution: the first one cabled our houses and offices, the second one is connecting our entire existence by simply bringing the web in the palm of our hand. How can you be relevant in a world where customers dictate the agenda? How can you build a memorable mobile strategy to engage customers when and where it matters most? How can you overcome the challenge of the digital transformation to be sure you offer the best customer experience? Google, for its own nature, has been first in line, with the latest update of the search engine algorithm (nicknamed Mobilegeddon) and the steadfast belief in the emergence of Micro Moments. In a business perspective, that means the evolution of what we call customer experience.īig players have instantly acknowledged this epochal shift. One of the most important legacies of 2015 has been the conscience that mobile devices have completely disrupted the way we live, communicate and make purchases. ![]()
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