Advertising Week

AWNewYork_OfficialGuide-2017

Advertising Week 10th Anniversary Official Guide

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234 BRAND ED been, well, more mundane—like knobs for kitchen cabinets, best home remedies for wasp stings, or the least stinky sock for hiking. People today want to be empowered to make the right decision, big or small—and they're turning to their phones for the advice to guide them. We can see this in the data. Mobile searches for "best" have grown 80% in the past two years. And again, it's not just for high-consideration items or weighty topics. Because they can, people are turn- ing to their phones for information on just about everything. For example, toothbrush searches have grown more than 80% on mobile and searches for "best toothbrush" have grown more than 100% on mobile in the past two years. Before mobile, doing the research might have been more effort than people cared to expend. Now it's easy and fast, so we can be confi dent in any decision we're making, big or small. THE "RIGHT HERE" CONSUMER People also expect digital experiences to be made just for them—including experi- ences that are tailored to the location they're in right now. Several years ago, marketers were able to deliver this type of relevance by taking explicit cues people gave them. For example, if someone wanted to fi nd a sushi restaurant nearby, their search query would likely include the zip code, area name, or even "near me." Today, people expect brands to gather enough contextual information to deliver location-specifi c responses without some- one having to search for anything more than just "sushi." These expectations transfer to site and app experiences, too. Compared to just a year ago, smartphone users are signifi cantly more likely to purchase from companies whose mobile sites or apps customize information to their location. Today, people just assume their smart- phone will know where they are and will deliver information accordingly. THE "RIGHT NOW" CONSUMER Ever needed a restaurant reservation at the last minute? What about a hotel room? Or a pharmacy? People turn to mobile more than any other source to help them get things done, make decisions, or pur- chase. And every day, people are becoming more reliant on their smartphones to help make last-minute purchases or spur-of- the-moment decisions. In fact, smartphone users are 50% more likely to expect to pur- chase something immediately while using their smartphone compared to a year ago. Mobile empowers people to be nimble. They can organize themselves as much (or as little) as they like because they know their smartphone is there for them. And, they expect brands to respond by under- standing their needs and addressing them right now. LOOKING AHEAD These consumer shifts are an inevitabil- ity we can plan for. Expectations will only continue to rise. People will want to be more informed, have more personal expe- riences, and get things done even faster. And as these expectations ratchet up, so do the requirements (and opportunities) for marketers. In the coming weeks, we at Google will be digging into our data in an effort to help you better understand how people have changed in the two years since we first introduced the concept of micro-moments. We'll extract insights from the new behaviors we're seeing, and we'll explore how we as marketers must adapt. In short, we'll give you the data and insights you need to best serve today's empowered consumer. • To follow this series, subscribe to the Think with Google newsletter at www.thinkwithgoogle.com Smartphone users are 50% more likely to expect to purchase something immediately while using their smartphone compared to a year ago. Compared to just a year ago, smartphone users are signifi - cantly more likely to purchase from companies whose mobile sites or apps customize information to their location. Mobile searches for "best" have grown 80% in the past two years. are 50% more purchase something immediately customize information to their location. "best" have grown 80%

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