search and the path-to-purchase
TRANSCRIPT
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Search & Path-to-Purchase
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60,000,000,000,000�
(sixty trillion) �3
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100,000,000,000�(one hundred billion) �
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50+%
hours / week researching on phone �
mobile searches that lead to action being taken <1 hr �
searches that originate on mobile �
15+ 70%
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81%�research online before making a purchase
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MICROMOMENTS “Mobile
fractured consumerhundredsof real-time,
intent-driven, journey
micro-moments.”
has
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the into
Want to go Want to do Want to buy
Want to know 8
What to do with strawberries�
U-pick strawberries greensboro�
Strawberry preserves recipe�
How to store strawberries�
Pesticides on strawberries�How to remove strawberry stains�
Do you need to refrigerate strawberries �
How much sugar in strawberries�
Best grocery store for strawberries�
How to grow strawberries�
Why are they called strawberries�
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Solution Category Validation Purchase
search types
Asking a question that involves
product
Information at category level
Drilling down on a specific product
Last considerations before purchase
Familiarity with category / frequency of
purchase
Product is means to an end or part of a
“recipe”
Inherent risk of product / purchase
Product distribution and price sensitivity
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Solution Category Validation Purchase
search types
Low impact exercising
Best all-around bike under
$1000
Specialized dealers
Greensboro
Specialized Allez E5
Sport
Path-to-purchase should be seamless for consumer
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If it’s not motivation, it’s friction.
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�What about advertising? Isn’t awareness important?
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Advertising without supporting content is just chumming the waters. *Consumables can get away with it, for now.
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Minimum Viable Product = Efficiency = Smart Marketing Achieve maximum productivity with minimum wasted effort or expense.
Is the juice worth the squeeze?
