Presentación Verónica Pinazo,- eModa Day Buenos Aires 2015
•Descargar como PPTX, PDF•
1 recomendación•609 vistas
El documento presenta los resultados de un estudio realizado por Google y TNS sobre el uso de smartphones y los micro-momentos en Argentina, Colombia, Chile, México y Perú. Algunos hallazgos clave son que el 82% declara que su smartphone les permite realizar tareas cotidianas de manera diferente, el 63% accede a Internet más veces que antes en sesiones más cortas, y el 57% declara que sus acciones en Internet son más espontáneas que planeadas. El documento también ofrece consejos para las marcas sobre cómo responder a las necesidades de los usuarios en los
Recomendados
Recomendados
Más contenido relacionado
Destacado
Destacado (20)
Similar a Presentación Verónica Pinazo,- eModa Day Buenos Aires 2015
Similar a Presentación Verónica Pinazo,- eModa Day Buenos Aires 2015 (20)
Más de eCommerce Institute
Más de eCommerce Institute (20)
Presentación Verónica Pinazo,- eModa Day Buenos Aires 2015
- 1. Google Confidential and Proprietary LES PRESENTO A MARIA
- 2. Google Confidential and Proprietary LES PRESENTO AL PERRO DE MARIA
- 3. Estudio Google y TNS, Micro-Momentos en Argentina, Colombia, Chile, México y Perú 82% declara que su smartphone le permite realizar tareas cotidianas de manera diferente y en distintos lugares. 63% accede a Internet más veces que antes, en sesiones más cortas 57% declara que sus acciones en internet son más espontáneas que planeadas
- 5. nombre masculino 1. Instante en el que, de manera consciente, tomamos un dispositivo para resolver una necesidad que tenemos en ese momento. Aprender, descubrir, encontrar o comprar algo. 2. Momento intencional en el que se toman decisiones o se definen preferencias.
- 7. Responder a las necesidades del usuario Medir todos los momentos que importan Identificar sus micro-momentos 3 simples pasos...
- 8. ¿Qué preguntas están haciendo los usuarios sobre tu marca?
- 9. de los usuarios mobile dicen haber utilizado el buscador para localizar tiendas. MOMENTO QUIERO-IR
- 10. MOMENTO AYUDAME-A-DECIDIR Sephora repensó su experiencia en móviles y en tienda para darle más poder a los consumidores
- 11. MOMENTO QUIERO-ESE-LOOK Unilever utilizó los insights del buscador para entender los tips más populares sobre el cuidado del cabello y descubrir los looks más buscados.
- 12. MUCHO MÁS QUE EL MOMENTO QUIERO-COMPRAR de las compras en una tienda son influenciadas por una búsqueda en un smartphone de los usuarios declararon que la búsqueda desde su smartphone los ayudó a resolver la compra mientras estaban en una tienda. Estudio Google y TNS, Micro-Momentos en Argentina, Colombia, Chile, México y Perú
- 13. ¿Qué experiencia le estás dando a tu usuario en la primera pantalla?
- 14. Estar ahí Se útil Conecta los puntos Se rápido ❑ Conecta con sus pasiones ❑ Usa señales de localización ❑ Ofrece videos tutoriales ❑ Impulsa las compras en todos los canales y dispositivos ❑ Identifica tus momentos ❑ Identifica la intención de tus clientes ❑ Elimina pasos innecesarios ❑ Anticípate a sus necesidades ❑ Optimiza tus tiempos de Carga ❑ Mide qué hacen los usuarios en tu sitio ❑ Mide qué hacen los usuarios en tus canales Micro-Momentos Checklist Personaliza el sitio, sé tu cliente
Notas del editor
- María va camino a su casa y Darío, su novio, le envía una foto de su perro masticando una sandalia suya, a la noche tenía una fiesta y eran las únicas que iban con el vestido que se compró. Por suerte, se le ocurrió buscar una tienda cercana en su smartphone y encontró la solución
- María va camino a su casa y Darío, su novio, le envía una foto de su perro masticando una sandalia suya, a la noche tenía una fiesta y eran las únicas que iban con el vestido que se compró. Por suerte, se le ocurrió buscar una tienda cercana en su smartphone y encontró la solución
- Mobile Moments First and foremost, we have to understand what’s driving this change, and without question the answer is the rise of the smartphone. Mobile search queries now outnumber desktop queries in 10 major markets including the US. But it’s not just the fact that there is more mobile usage--mobile devices are actually changing the way people engage with brands -- online and offline. And this change in behavior has fractured the consumer journey into hundreds of tiny decision making moments. Consider these three figures: New] Stat -We've seen a 20% increase in mobile's share of online sessions across the web in the past year New] Stat -At the same time, we’ve seen an 18% decrease in time spent per visit across the web in the past year In other words, as mobile accounts for more sessions, they’re getting shorter overall. New] Stat -But there’s a lot happening in these session: In the past year, mobile conversion rates have increased by 29% Here’s what these numbers tell me: we no longer research purchases in long dedicated sessions on a laptop or desktop. Instead, we reach for our devices in the moment, we access information faster than ever before, and as a result we make more informed decisions, faster as well. These, by the numbers, are micro-moments. micro-moments.
- Vivimos a full, nuestro bien más preciado es ahora nuestro tiempo y hacemos lo imposible para cuidarlo y usarlo en lo que más disfrutamos. El ecommerce en lo que hace a Moda en particular está en desarrollo en la región, con ustedes innovando y generando espacios. Sin embargo tan rápido como se innova, el consumidor continúa cambiando. Si miramos 2 segundos a EEUU, dónde el ecommerce de indumentaria, calzado y belleza ya es una realidad instalada y parte de la estrategía de todas las marcas. mostrar dato de alibaba...Las marcas siguen siendo empujadas por nuevas generaciones que exigen nuevos beneficios y servicios. Es más que familiar la imagen de un joven con su celular, esperando su café… si miramos más en detalle, está en Macy’s.com, eligiendo los zapatos que va a usar en la fiesta que tiene esa noche. Un estudio de Ipsos, probó que en la temporada de fiestas este año, las maratones de compras, esos días de salir con descuentos y comprar todo, van a ser reemplazadas por “momentos de compra”. por cientos de micro momentos durante todo el día, toda la temporada, mientras uno está en su rutina diaria. 54% de los compradores declararon esto Pareciera que nuestra región está muy lejos de esto, siempre decimos, no pero en EEUU es distinto, pero la adopción de nuevos hábitos se acelera tanto que estamos obligados como marca a plantearnos qué esperará nuestra consumidora, nuestro consumidor el año que viene, y en 2017? ni siquiera estamos hablando de acá a 5 años, en 5 años probablemente espere mucho más
- act on a need we have that moment. The I-want-to-know, I-want-to-buy, I-want-to-go, I-want-to-do moments. For marketers, it’s critical to be there at these intent-rich moments because they’re moments where decisions are being made and preferences are being shaped. Why should we care? Because these seemingly small moments are your new battleground for customers. And the brand’s either there with a helpful or delightful experience – something relevant for the moment – or it’s not.
- In order to be useful in the micro-moment you have to understand your consumer’s intent and context. What is the customer trying to do? Consumer intent has always been a critical topic for marketers. Does the device, time of day or location call for a more tailored approach to being there? When someone searches for digital cameras, are they at home, on the street or actually in your store? Is it 6 pm Friday or 6 am Monday? The answers to questions like these play a massive role in determining what problem consumers are trying to solve, what creative they'll respond to, and what marketers need to think about when they're trying to engage them. Context provides critical insights into consumer behavior. Thinking about these intent/context combinations will not only help you identify more specific micro-moments to go after, but it will also encourage ideas for how to be most useful with your content, ad messages, and app functionality when you are there.
- CTA: THREE STEPS TO CAPTURE THE MICRO-MOMENT OPPORTUNITY At a high level, your goal is to 1) identify the moments you need to win, 2) deliver on the needs in the moment with the best, most relevant experience, and 3) really evolve your measurement strategy to value all of the moments that matter on the consumer journey. We’ll hear a lot more about this at Think next week, and we’ll be rolling out more resources to help with each of these stages. We’ll do an exercise in a bit on step one, and the Measurement Master training in Sept will help us with the last step. ___________________ Identify the moments to win Identifying your moments is really an insights exercise. It’s about enumerating the types of moments your brand can and should address and thinking hard about the need/intent that can be addressed in the moment. Some moments you will know instinctively because you know your consumers – Others you will need to analyze and allow to surface (like Sephora and the moments people were seeking to confirm their color history while in aisle). But the most important thing is to make sure you’re identifying them across the consumer journey – from learning and discovery to deciding to purchasing to experiencing. A few tangible ideas: Talk to people - like Sephora did - ask what they’re looking for and why. Use search insights to identify new trends or find patterns of intent that you might not be addressing. Start with your core product/service and go up and down the funnel to identify moments where you want your message present. Do an audit of your traditional media efforts - Are you there to respond to the common searches or app engagements or video views that someone might seek as a result? Which moments do you want to delight? Which can you not afford to lose? Deliver on the needs in the moment / Delight in the moment Knowing the moments you want to prioritize and the mindsets you want to address at each one, you then need to ask: What are the experiences you need to deliver that are relevant to the moment – increasingly experiences on mobile? And by experience, I mean everything from content, to ad messages, to mobile site or app functionality. For example – if someone is looking for hairstyle ideas on their phone and you’re a hair product brand, do you have the content to help – not just to sell? And is the experience you offer relevant and frictionless for someone who, say, is looking for the information while at the bathroom sink? Likewise, if you’re a retailer and you want to win the moments when someone is ready to buy but open to who sells it to them – are you using the mobile ad features that can ensure your business tells them it’s in stock nearby? Are you inviting them to your store and making it easy to choose you? This is where ad formats that really cater to context are so powerful. Measure every moment that matters Finally you have to make sure you value all those moments that matter-- the ones that are helping shape brand preferences and the ones that are driving sales - whether online or in store. And chances are, you’re failing to recognize a lot of moments that really do matter. Many times there’s organizational barriers or legacy KPIs standing in the way -- for example, a mobile interaction drives an in-store purchase, but ‘crediting’ isn’t in place and the budgets aren’t sorted to account for that – so that mobile moment isn’t appropriately valued for its place in the journey, despite it being a moment that really matters. If those kinds of things apply, try to release your teams from the shackles of what’s worked in the past and really push to be agile with measurement. Your goal isn’t to snap your fingers and achieve perfect measurement and attribution across screens and channels and stages of the journey. But your goal IS to keep closing the gaps you have and to stay anchored on the consumer. Measurement is a process, not an outcome. You can make incredible progress by staying oriented on a single view of the customer and all the moments you’re there for them throughout the journey. With that foundation, you can iterate on approaches and try new measurement methodologies that help you to understand the value you’re generating across all those moments.
- Source: 71%: Google/Nielsen Mobile Path to Purchase, Nov 2013 In the case of I-want-to-go moments, consumers are looking for a connection to the physical world. As mentioned earlier, 61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location. That could mean, for example, showing a nearby store where a particular searched-for product is in stock. Even more, 71% of smartphone users say they’ve used a store locator to find a shop location. Give them what they want by using location signals to highlight relevant locations, store inventory and driving directions in your ads and mobile site, and also within your app content. Proximity matters to these mobile consumers, and winning the I-want-to-go moments drives real results for both your bottom line and brand. Lets look at examples of how brands have been useful across the I want to go moment.
- Sephora Case Study Here’s a real example of a brand getting it right. Sephora was America's "first unbiased beauty experience," and today the 700+ store global brand is also unbiased about the customer journey. The team at Sephora noticed that their customers were standing in their aisles with their phone in one hand and a product in the other, so they asked what they were doing. Turns out their customers weren’t showrooming, they were looking for product reviews or trying to figure out what shade they bought last time. In order to be there for their customers in these moments, they built functionality in their app that allows customers to scan product skus to read reviews, they could “love” their favorite items for a list and they could get ideas and inspiration via social look sharing on Sephora’s “Beauty Board.” They also began storing past purchase information for loyalty program members on their mobile site and in app for easy reference in-store. This helped pull customers into nearby stores where the product they wanted was in stock, and they often ended up buying more once there. Initial results show they drove $8 of in-store sales for each dollar invested in Local Inventory Ads (AdWords' Store Transactions). With AdWords store visits data, Sephora is able to measure how digital advertising acts as a magnet to draw customers into its 803 US stores. Sephora learned that it receives an 18% higher store visits rate from mobile clicks compared to desktop. Based on that data, Sephora optimized its mobile bidding strategy to achieve a 25% higher ROAS than when measuring the impact of paid search on ecommerce sales alone. With insights from Store Visits, Sephora continues to use Local Inventory Ads to let customers looking for lipstick, eyeliner, or perfume know when those products are available at a nearby store.
- Unilever Case Study A brand that has done a great job finding the haircare moments that matter is Unilever. Unilever realized that while people were consuming a huge amount of fashion and beauty content on YouTube, brand just weren’t showing up. They discovered that only 3% of views were of videos from beauty brands, and the remaining 97% came from video bloggers. To meet the demand, and capitalize on the viewership behavior, Unilever used Google data to analyze hair trends and searches 3 months before they hit the market. Armed with that data, they worked with a team of video bloggers to create and launch new haircare and hair style videos. The videos answered a range of micro-moments, from how to get that perfect wavy hair look, to the best conditioner for dry hair. The channel, All Things Hair, is now live in 5 countries. To promote it, Unilever ran Search, TrueView, and Lightbox display ads, as well as taking over the YouTube homepage for a day. The result: consumers have used this channel for their hair care tips more than 50 million times. More than 50 Million times consumers wanted tips and Unilever was there. That’s how they became the #1 hair brand channel on YouTube within 10 weeks of launch.
- I-want-to-buy moments “I want to buy” - Finally, people are making purchase decisions at all stages of that journey. they might be looking to quickly replace something they just broke...or looking for information on the car they’re thinking about buying. across the board, what we’re seeing is that these moments are happening more frequently. 68% of smartphone users have turned to their phone to influence their purchase decision while in a store And they place a lot of emphasis in the information they receive, in fact 71% of them say they trust online reviews more than the word of the sales person. These decisions are happening in unusual places - 37% of consumers report having made a purchase in their kitchen, another 55% in their bedroom
- [sales team led discussion - can potentially check off action items brand is already doing] Mobile is our moment of truth as marketers. It’s fundamentally changed consumer behavior, raising our expectations for speed and relevance to new highs. Mobile has become our most important screen, and in the process, it’s helped open up millions of moments to connect with people in meaningful ways - at the exact moments when they need us most. Our mission is to help you win these moments that matter. Here is a checklist summarizing all the steps you can take to identify and succeed in micro-moments. We only succeed when you do, so I hope you'll use Google data to identify your moments, follow our Be There, Be Useful, Be Quick and Connect the Dots guidelines, ask us for help and let us know where we can do more.