key moments of opportunity through your customer journey

Key moments of opportunity

through your customer journey

@EmyJamalian4th Iran web and mobile conference

Life is full of moments

@Emyjamalian

Life is full of moments

Have you figured out your customer journey?

@Emyjamalian

The U.S.

General stages in customer journey

considering a category or a

product.

evaluating and making comparisons

Buying After purchase


Considering a category or

a product.

evaluating and making comparisons



Considering a category or

a product.

Evaluating and making comparisons


People pursue big goals in small moments.

@Emyjamalian

I want to go I want to do

I want to know I want to buy

@Emyjamalian

Asking for advice?

•Be there•Be useful•Be quick

@Emyjamalian

Be thereBe there across all stages of customer journey map, not only when they’re ready to buy

@Emyjamalian

More than half of smartphone users have discovered a new company or product when conducting a search on their smartphones

51%

@Emyjamalian

Be there inI want to go moments

@Emyjamalian

Be there inI want to go moments“Near me” searches have grown 2X in the past year.

Google Trends, U.S., March 2015 vs March 2014.

2X@Emyjamalian

Be there inI want to know moments

@Emyjamalian

66%Be there inI want to know moments66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial

Google Consumer Surveys, U.S., May 2015, n=1,243.@Emyjamalian

Be there inI want to do moments

@Emyjamalian

Be there inI want to do momentsSearches related to “how to” on YouTube are growing 70% year-over-year.

Google Data, U.S., Q1 2015, Q1 2014. @Emyjamalian

70%

Be there inI want to buy moments

@Emyjamalian

Be there inI want to buy moments82% of smartphone users consult their phone while in a store.

Consumers in the Micro-Moment@Emyjamalian

82%

Be usefulIf you want to win the hearts and minds (and dollars) of consumers you’ll need to do more than just show up.

@Emyjamalian

69% of online consumers agree that the quality, timing, or relevance of a company’s message influences their perception of a brand


69%

Be useful inI want to go moments

@Emyjamalian

Be useful inI want to go moments61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location.

Google Trends, U.S., March 2015 vs March 2014. @Emyjamalian

61%

Be useful inI want to do moments


Be useful inI want to do moments48% of smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content.


48%

Be useful inI want to know moments


Be useful inI want to know moments69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions


69%

Be useful inI want to buy moments


Be useful inI want to buy moments58% of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly.


58%

Be quickI want it now!

@Emyjamalian

Eliminate steps

Anticipate needs

Load like lighting

The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers' needs in these micro-moments.

@Emyjamalian

Thank you!@EmyJamalian

key moments of opportunity through your customer journey

Presentations & Public Speaking