dont skip day micro-moments - cosmin nastasa
TRANSCRIPT
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Over 1,000,000 brand and sales accomplished objectivesfor +500 happy customers
since 2008
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Why Don’t Skip?
Technology and Creativity change:People BehaviorCommunication
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OPPORTUNITIESDon’t Skip
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Which is the first thing that you do each morning, when you wake up, within the first 15 minutes?
A. Wash my teethB. Exercise
C. Check my phone
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80%
78%
68%
21%
16%
13%
8%
smartphone
my wallet
house keys
ID / driving licence
car keys
public transport ticket
ATM card
When I leave home I check if I have
Source: IQS Online for Google; Study, 2015
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43%
27%
20%
7%2%
practically all the time
every few hours to check for new messages,
news etc.
once a day/less often
in my free time
I use my smartphone only for calling / I
don’t know
several times a day
Q: How often during the day do you use a smartphone for other purposes than calling?Source: IQS Online for Google; base: respondents who own a smartphone, N=792
Source: IQS Online for Google; Study, 2015
I USE MY SMARTPHONEduring the day
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•Q: In what mode do you usually keep your smartphone?Q: How often do you check your smartphone for new messages, notifications, news, etc.?Source: IQS Online for Google; base: respondents who own a smartphone, N=792
It is almost always on I silence it only in very special situations
It is usually onbut I silence it quite often when I don’t want to be disturbed when I’m working or meeting friends
I often keep it silenced I prefer to check calls and messages every now and then than be bothered by ringtones
I don't know / hard to say
SOUNDOFFON
68%
27%
5%
0%
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4%in a bag/ backpack
42%always at
hand
54%within easy reach,
e.g. in a pocket73%
next to me – at
my bedside
81%I use it
as a watch / alarm
44%I use it before falling asleep
Q: Where do you usually keep your smartphone...? / Where do you keep your smartphone when you sleep?
Q: Why do you keep your smartphone at your bedside when you sleep?base: respondents that keep their smartphone at their bedside when sleeping, N=582
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MICRO-MOMENTS
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Act on Impulse
We want to DO, LEARN, INSTALL or BUY
something
FAST
Relevance
We want responses that are accurate, relevant,
up-to-date.
NO MISTAKES
Experience
We want to add puzzles that will shape the big
decision
REAL HELP
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Online research during/ for off-line decisionsUnder 25 years25-34 years35-44 years45-54 years55 and over
26%
25%
17%
13%
5% Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
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Solving unexpected problems
62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task
Consumers in the Micro-Moment, Google/Ipsos, Mar2015
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Small steps for a big goal
90% of smartphone users have used their phone to make progress toward a long term goal
Consumers in the Micro-Moment, Google/Ipsos, Mar2015
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Try something new, like a new look
91% of smartphone users turn to their phone for ideas.
Consumers in the Micro-Moment, Google/Ipsos, Mar2015
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Taking Action
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Taking Action1. Moments Map
Buy a smartphone
I need a smartphone
Is this the moment to change my phone?
I saw the X model on TV/ OOH
Check for discounts. Talk to dealer
Buy. Is it available on local stores
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2. Customer Needs in-the-moment
Buy a smartphone
I need a smartphone
Is this the moment to change my phone?
I saw the X model on TV/ OOH
Check for discounts. Talk to dealer
Buy. Is it available on local stores
Find how can a smartphone improve
the life.
Find info about product. Presentation
Give the right links to contacts/ forms/
phone no.
Give the relevant info regarding availability
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3. Use context to deliver the right experience
Buy a smartphone
I need a smartphone
Is this the moment to change my phone?
I saw the X model on TV/ OOH
Check for discounts. Talk to dealer
Buy. Is it available on local stores
The launch of X model takes place right in
Bucuresti
Try a new experience! A new operating
systemWorking hours We can deliver in 1
day or visit local store
Find how can a smartphone improve
the life.
Find info about product. Presentation
Give the right links to contacts/ forms/
phone no.
Give the relevant info regarding availability
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4. Optimize across journey
Buy a smartphone
I need a smartphone
Is this the moment to change my phone?
I saw the X model on TV/ OOH
Check for discounts. Talk to dealer
Buy. Is it available on local stores
The launch of X model takes place right in
Bucuresti
Try a new experience! A new operating
systemWorking hours We can deliver in 1
day or visit local store
Find how can a smartphone improve
the life.
Find info about product. Presentation
Give the right links to contacts/ forms/
phone no.
Give the relevant info regarding availability
Remarketing on Desktop. On YT, with a videoRemarketing on
Desktop. Your product is still in stock
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5. Measure what matters
Objective Mobile Desktop
No. of Conversions/Sales 1 10
Low no. of sales coming from mobile devices compared with desktop
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5. Measure what matters
Objective Mobile Desktop
Frequency of visit 4 1
Product Page Views 10 1
Read Review 9 2
Check price/ availability 10 1
No. of Conversions/Sales 1 10
Assisted conversion/sale
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RecapThere is no unique/ ideal consumer journey.Imagine micro moments. Organize around moments.Be there. Permanent.Be relevant.Be contextual.Measure also other actions (micro-conversions)