WHAT DOES YOUR MOBILE PHONE MEAN TO YOU?
How you would answer that question?
Mobile phones nearly every aspect of our lives: relationships, work, shopping, research, entertainment, travel, art, health, food, finance, communication. Name another device you own that has such a widespread effect on your life. Mobile phones help us learn, plan, buy, connect and solve problems.
Today, more searches take place on mobile than on computers, and our phones have become our first choice to help fill our wants and needs.
87% OF MILLENNIALS
have their smartphone with them at all times, and 68% say they check it within 15 mins of waking
IT’S NOT ABOUT SESSIONS ANYMORE
The customer buying path looks very different today compared to yesteryear. When we want or need something, we take part in many short bursts of digital activity. From comparison shopping, to vacation planning, the consumer buying path is now fractured into hundreds of tiny moments instead of one long online “session.”
In turn, marketing now happens in bursts. Mobile sessions average a mere 70 seconds yet we make decisions faster than ever. While session duration is decreasing, mobile conversion rates increased 29% last year.
We spend 177 minutes on our phones every day
…BUT WE CHECK IT
150 TIMES A DAY
BURST OF ACTION
Google calls these bursts of digital activity “Micro-moments”. Some bursts are of a personal nature, such as sending emails or posting selfies, but many are open to the influence of brands: moments like planning a weekender, clothes shopping, choosing a restaurant, learning how to replace a faucet or needing a trusty mechanic.
These bursts are opportunities for companies to provide value to a potential customer. This is the new marketing funnel, and businesses need to be ready to capitalize on the immediacy of consumers’ needs.
in mobile’s share of online sessions…
…time spent per visit
While mobile can be credited as the catalyst for this change, the impact reaches across all devices and offline channels. For example:
- Foot traffic in brick & mortar stores has declined, yet consumers are spending more per visit.
- Consumers are spending less time per session on websites, yet converting more often.
Why? These bursts of digital activity mean people have done their research and are further along in the buying process before visiting a store or website. The small bursts are stepping stones that lead to more conversions.
of smartphone users turn to their phones for ideas in the middle of a task.
HOW TO WIN WITH BURST MARKETING
Needing more and diverse touch points in the funnel might lead you to believe that you need to be a larger brand, with a larger marketing budget, to win in this environment. The opposite is actually true. You don’t have to be a major brand to succeed in this new marketing landscape. This is because these bursts are all about filling an immediate need.
People are more loyal to their need in a particular moment than they are to a brand. Google shares 3 tips to winning these bursts.
Over half of all smartphone users discovered a new company or product when making a mobile search
Marketing used to be about Being There when the person was ready to buy. Now, successful campaigns are about Being There for the bursts throughout the journey, not just at the destination. Every time someone picks up a phone, a burst is taking place, and you need to Be There for it.
Google breaks down four types of bursts in the buying journey.
I WANT TO KNOW
66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial.
I WANT TO DO
70% Searches related to “how to” on YouTube are growing 70% year-over-year.
I WANT TO GO
2X “Near me” searches have grown 2x in the past year.
I WANT TO BUY
82% of smartphone users consult their phone while in a store.
You’ve committed to Be There during these bursts. The next key is to Be Useful. Consumers info they’re looking for in real time. Bursts are simply instances where buyers are chipping away at their decision. They want quick, snackable, relevant info rather than a hard sell.
Here are some good tips for your website:
- E-commerce: concise descriptions, product reviews, instructional videos, easy checkout flow, quality product images
- Service: social media pages with pics, customer reviews, case studies, validations such as your BBB logo, visible contact info
When a brand’s mobile site or app makes it easy for a smartphone user to find answers, 69% of those users are more likely to actually buy from that brand.
Finally, you need to Be Quick. Remember, bursts are brief, and consumers are making decisions faster than ever before. Whether researching a new laptop or looking for a local dentist, consumers are like toddlers who want their applesauce NOW. They want immediate gratification. There is a heightened expectation for speed, so your mobile site needs to be quick and easy.
Tip: Make sure you move all important info to the top of the page and test your site speed with this tool:
OVER 1 IN 3 USERS
are in a hurry when searching for a local business on their smartphones
REBUILD & REFRAME
The mobile movement has become the connective tissue between online and offline growth. Burst Marketing will not only improve online performance but also drive actions like in-store visits and phone calls that impact your bottom line.
Historically, a conversion simply meant that your “buy” button was clicked. Today, conversions need to account for every burst, across many devices, along the journey. Burst marketing is about using Search, Display, Facebook and Instagram to connect the dots. Rebuild your strategy and reframe your analytics to fit today’s consumer behavior.
When people use mobile search to help make a decision, they are:
57% more likely to visit a store.
40% more likely to make a phone call.
51% more likely to make a purchase.
OF SMARTPHONE USERS
turn on their devices to help them make a product decision
CONNECT THE DOTS
You don’t have walk-in customers, mobile customers and desktop customers. You just have customers.
The key is to stop viewing mobile and desktop conversions separately. Instead, measure the sum of all of your digital marketing inputs against profit. Remember:
- Mobile usually affects non-mobile sales. Consumers use mobile to look for prices, sizes, reviews or to call a business.
- Include multi-device behavior in your attribution strategy. Focus less on final conversions and more on the customer journey.
- Mobile calls are conversions. Calls typically convert better than website visits, especially for complex products like finance and insurance.