RHEN: What’s up Fish Fans! This is Marcus, I’m Rhen, and you’re watching Marketing Madness: the Blue Fish weekly vlog! Each episode, our aim is to bring you guys pure marketing value. During our day to day at Blue Fish, we find that our clients have questions, or don't understand certain things in the marketing and advertising space. So we do our best to address these common questions here.
MARCUS: That’s right, and this week we're going to take another look into Micro-Moments. In a previous episode we dove into what a Micro-Moment is… As a primer for those who haven’t watched that video, Rhen is here to give a brief description of a micro moment.
RHEN: Micro-moments occur when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. This is straight from Google’s VP of Marketing.
MARCUS: If you want to hear more, check out our other Micro-Moments video, it will be linked in the description of this video.
RHEN: Impatience, immediate action, instant gratification, even some impulsiveness — these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.
The ability to get things in the moment- paired with the fact that business’ are getting hip to mobile trends delivering speedy frictionless mobile experiences is driving consumer expectations higher and higher everyday.
3 out of every four smartphone users are looking to search first when they have questions, need directions, or what is fact or price check something. Google has put out some really revealing search data that helps us better understand what this shifting consumer behavior looks like, and how it impacts business owners….
MARCUS: People are making “on the spot decisions”, and search data confirms this. Search interests in “open now” has tripled in past two years. When we look at some of the rising “open now” searches, we see that they represent both impromptu decisions (“I have some spare time to get my nails done”) and emergency situations (“I just cut my finger and need a doctor, stat!”).
People are searching at the exact moment they need something and are looking for places that can meet their immediate need. In other words, when making these on-the-spot decisions, they are more loyal to their need than to any particular place.
RHEN: The new norm is for us to be able to get products and services right away. Amazon Prime has total hit the nail on the head with this one. Then you have services like Uber, Netflix, or iTunes. But expecting the actual product or service right away? This is the new norm?
I think people are getting a little spoiled don’t you Marcus?
----marcus gets handed an amazon prime box---
See what I mean…. Amazon literally delivers something to our office each and everyday of the week.
MARCUS: Mobile searches related to “same day shipping” have grown over 100% since 2015, as people are no longer willing to wait even a few days for their order. Looking at data, we also notice that searches for “same day shipping” peak first thing in the morning. Rather than running an errand on the way to work, people are turning to their devices with the expectations that they can find a business that can help them immediately.
RHEN: Another trend to take notice of… People are becoming more impulsive. Maybe we’re procrastinating more with our plans because we know we can get away with it. Either way, after observing trends… You’ll notice our planning behavior is changing. Additionally, travel related searches for terms like “tonight” and “today” have grown by over 150% since 2015. That is big time growth.
MARCUS: BAHHHHH! Information overload. But seriously I bet you are wondering where you even start? Well I can tell you this… Your consumers will vary greatly from “Planner Patty” to “Last Minute Lex”. Regardless of how they plan, they will all expect the same thing: what they want and when they want it. And the brand that gives it to them WINS.
In fact, we have observed that 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. I mean seriously, [insert “Ain't NOBOdy got time for that” video].
RHEN: You don’t even have to ask… I know what you are thinking. What’s all this mean for my business? Ultimately, that means marketers must commit to the creation of incredible mobile experiences. Fast and frictionless is now table stakes, and the basics—like load time—can make or break you. Remember that “3 second” stat Marcus mentioned earlier? Now consider this — the average mobile site takes almost 22 seconds to fully load. We've seen that for every one second delay in site load time, conversions fall by 12%. To test your own mobile site speed, give “Test My Site” a spin. It even provides immediate recommendations to make your mobile site load quicker.
MARCUS: Consumers expectations for right here and right now experiences are higher than ever. As we said earlier, the brand that can respond the quickest, wins the sale.
RHEN: Well that’s it for this week Fish Fans. We’d like to thank you for tuning in. If you have any questions please hit us up in the comments.
MARCUS: Please like and share on facebook
RHEN: And on Youtube hit that subscribe button to stay up to date on the latest and greatest Blue Fish has to offer.
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