Debbie Mayo-Smith: MicroMoments and what you need to know for business success

A new phenomenon due to the rise in smartphones is where we turn to our devices to answer a need. Photo / iStock

It was a very proud early morning last Thursday.

My 20 year-old daughter Liz (one of the triplets and studying international marketing and business) called to see if I wanted to go to a Zeald and Google AdWords seminar. Of course the answer was yes, and I invited my other daughter Samantha (one of the twins, 24 and working with me).

So three rows from the front sat the Mayo-Smith ladies.

While I might be convinced to give paying Google for ads a go (if out of curiosity if nothing else); I found the initial presentation given by Mitchel O'Donohue from Google Australia interesting and worth sharing.

Instead of making a long word filled story for you to read; how about I give you the bullet point notes I took from the presentation?

• New Zealand has 90 per cent internet penetration.

• 94 per cent of internet users research a company online before doing business with them.

• Therefore, 80 per cent of your potential customers are making purchasing decisions online.

• People check their phones on average 150 times a day.

Here are a few app suggestions on how you can count your smartphone usage:

- Moment
- Off time
- Breakfree
- Flipd

MicroMoments

A new phenomenon due to the rise in smartphones is where we turn to our devices to answer a need while doing something else. Mobile has changed everything.

We don't just go online, we live online. 9 out of 10 people turn to their phone while doing something else - for example finding nutritional information while cooking; how to replace sparkplugs while trying to tune an engine. Search is sporadic. Spontaneous.

• 20 per cent increase in mobile share of online sessions.
• 18 per cent decrease in time spent per website visit.
• 29 per cent increase in mobile conversion rates.
• Give people a better experience they're more likely to convert

Your biggest opportunities in the smallest moments (to succeed in the micromoment world you need to:

1. Be there

• 51 per cent smartphone users discover new companies while searching.
• One in three have purchased from a company different than the one they were searching for.
• 47 per cent said they'd ignore a brand not showing up in search.

2. Be useful

• 73 per cent like getting regular useful information.
• 61 per cent will be more likely to buy with cusotmised mobile websites.
• 74 per cent rely on phones more than or equal to their desktop when searching for information.
• 86 per cent found directions or contac t details for a business using their phone in the past three months (businesses near me).

Key questions to ask when reviewing your website to see if it works for your customers:

- What do they want to learn
- Are we helping them to find our service/product in nearby locations
- Where are they buying from us

3. Be quick

• 67 per cen will leave your site if it doesn't load in two seconds.
• Eliminate steps.
- What key actions are needed to preform?
- Which function is essential. Remove all others.
- What do you know about your customer to provide a good customer experience?
• Implement a one click system.
• Design efficient forms.
• Provide alternatives to finish transactions.

4. Connect the dots

Micromoments have fragmented consumer journey.

• 90 per cent use multiple screens for everyday activities.
• 87 per cent do research before going to a store.
• 82 per cent turn to smartphones while in a store.
• PC's are ancient history.

You can find out more information here.

Debbie Mayo-Smith aka Ms Effective, gives speeches, seminars and trains on sales and personal productivity. Debbie helps you get more done in less time and increase profitability. Sign up for her monthly quick tip newsletter at www.successis.co.nz. To have Debbie speak at your next event or train your team call 64 27 575 5359 or visit her www.debbiespeaks.co.nz