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Local

Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.

Consumers are searching, doing and buying on their mobile devices, yet the challenge to reach them seems greater than ever. Columnist Wesley Young of the Local Search Association takes a look at 9 stats that suggest ways to improve your capture rate.

Wesley Young on October 11, 2016 at 1:30 pm
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Getting the attention of today’s consumer is harder than ever before. They are on multiple devices, accessing numerous forms of media. Their paths to purchase are as varied as flavors of ice cream. And many use ad-blocking technology to run from attempts to reach them. It’s like chasing fireflies that light up and disappear in the dark just as you swing your net.

This is a reality that won’t be changing anytime soon. As consumers’ digital experiences are increasingly interrupted by pop-up ads, pre-roll videos and banners that obscure their view, ads and unsolicited content seem to generate more irritation than interest.

While more are trying to improve marketing and ROI through targeting, that still doesn’t always solve the problem of timing (i.e., serving up the content at the right moment). The ultimate goal is not just to serve up an ad or coupon to the right person, but also to time it to the moment when that information is needed or desired.

Google coined the term “micro-moment” to capture that instant when a person is open to discovery — looking for information or searching for products or services.

[Read the full article on Search Engine Land.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Wesley Young
Wesley Young is the Local Search Association’s vice president of Public Policy. He blogs about the industry on the Local Search Insider blog.

Related Topics

Channel: LocalMobile MarketingSearch MarketingSearch Marketing Column

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