A global audience tuned in for the livestream of the Google Partners Connect presentation on September 28 2016. The key theme was mobile marketing. The speakers covered valuable insights about consumer behaviour, micro-moments, and the opportunities with a mobile experience. We’ve summarized the 3 most compelling takeaways and relevant resources:
1. Consumers are looking for brands/services increasingly more on mobile. Are you there?
We no longer go online; we live online. We’ve entered the era of digital natives, with a new generation of consumers that are constantly connected. It takes 26 hours for someone to report that they’ve lost their wallet, but a mere 68 minutes for someone to report that they’ve lost their smartphone (Unisys). This proves we have a hyper dependence on our mobile devices. And yet there’s a disparity between how consumers are spending their time, especially on mobile, and how advertisers are investing to reach consumers; findings from the Kleiner Perkins Internet Trends Report show that discrepancy is equivalent to a $22 billion opportunity in the US alone. Still need convincing? 51% of smartphone users have discovered a new company or product while conducting a search on mobile (Think With Google). Can mobile consumers find you?
2. Mobile allows us to find what we want, when we want it. How strong is your mobile experience?
While consumer tactics have evolved to mobile-first communications and transactions, consumer behaviour and motivations remain the same. There are 4 basic needs that cover all consumer behaviours: the desire to be entertained, to be informed, to explore, and to acquire. Desires present as moments of great opportunity in our mobile-first world, wherein intent, context and immediacy intersect to create micro-moments.
As consumers, we’ve come to expect immediate need fulfillment/satisfaction, enabled through our mobile experiences. With immediate answers at our fingertips, we’ve also developed a higher set of expectations, and a lack of tolerance for irrelevant results to our queries. And finally we’re becoming increasingly open to unscripted decisions, loyal to our immediate need fulfillment as opposed to a particular brand. 90% of mobile users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. Furthermore, 73% of consumers say that useful information from an advertiser is the most important attribute when selecting a brand (Forbes). If a competitor is offering a better or more relevant mobile experience, are they winning your consumers in that micro-moment? Test how mobile-friendly your website is with Google’s Mobile Website Testing Tool.
3. Mobile has trained us to expect immediate gratification. Are you winning in moments of intent?
Every moment on mobile is an opportunity to deliver an incredible experience. And speed is the most important visible feature that your mobile consumers want. They expect to move through a brand’s mobile experience at lightning speed. After a 1 second day in load time, 38% of mobile consumers have screamed at, cursed at, or thrown their phones when a page takes too long to load (LibUX). And after 5 seconds of waiting for a website to load, 75% of mobile consumers will leave a website altogether (Think With Google). That’s not good for business. Every site is different, but 29% of mobile consumers will immediately switch to another site or app if it’s too slow (Think With Google). Are you losing potential revenue because of a clumsy mobile experience? The best way to understand how load time impacts conversions on your site is to look at your data. Try a free audit with Pagespeed Insights to find out what’s holding your website back.
Google Partner Connect is a livestream event, hosted exclusively by agencies that have earned the Google Partner badge. The speakers showcase the value and opportunities with online marketing, as well as the benefits of working with a Google Partner agency. The full presentation can be viewed here.
Wallop is a certified Google Partner agency and has been delivering award-winning websites and marketing strategies for 12 years. Visit our Google Partner page to learn more about our digital marketing certifications and expertise.