Published
June 2016
Topics
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<p>When someone picks up their mobile device, chances are they want to learn, do, find, or buy something right now.</p> <p>Whether they occur as searches, app interactions, mobile site visits, or video views, these micro-moments are happening constantly. Showing up and engaging consumers means your brand is in the game to be chosen, not just seen.</p> <p>Why being there matters</p> <p>Identify and prioritize the I-want-to-know, I-want-to-go, I-want-to-buy and I-want-to-do moments that you can't afford to lose.</p> <p>What can you do?</p> <p>There are category and brand-relevant micro-moments happening right now, but you could be missing opportunities to engage consumers because you're not there. Identify and prioritize the I-want-to-know, I-want-to-go, I-want-to-buy and I-want-to-do moments that you can't afford to lose.</p> <p>Then work with your team or agency to get your "share of intent" metric, and see how you stack up against key competitors. Create a plan to close gaps by boosting your ad coverage across a greater number of micro-moments and growing your share of intent.</p> <p>Fiat was there</p> <p>When Fiat returned to the American car market after a 28-year hiatus, they deployed mobile search ads on category terms such as 'small car' and 'city car' in order to build awareness and influence consideration for consumers in their moments of interest and research. Not only was Fiat committed to being there, but they also provided a useful experience across devices. On desktop, the ads took people to the online car configurator (a car customization tool), and on mobile the ads directed people to the nearest car dealership. The results? Fiat saw a 127% increase in unaided brand recall.</p> <p>Source</p> <p>1 Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+.</p> <p>For more information on being there and other micro-moments insights, recommendations and case studies visit thinkwithgoogle.com/micromoments-guide</p>