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Key moments of opportunity
through your customer journey
@EmyJamalian4th Iran web and mobile conference
Life is full of moments
@Emyjamalian
Life is full of moments
@Emyjamalian
Life is full of moments
@Emyjamalian
Life is full of moments
@Emyjamalian
Life is full of moments
@Emyjamalian
Life is full of moments
Have you figured out your customer journey?
@Emyjamalian
Japan
The U.S.
General stages in customer journey
considering a category or a
product.
evaluating and making comparisons
Buying After purchase
General stages in customer journey
Considering a category or
a product.
evaluating and making comparisons
Buying After purchase
General stages in customer journey
Considering a category or
a product.
Evaluating and making comparisons
Buying After purchase
General stages in customer journey
Considering a category or
a product.
Evaluating and making comparisons
Buying After purchase
General stages in customer journey
Considering a category or
a product.
Evaluating and making comparisons
Buying After purchase
People pursue big goals in small moments.
@Emyjamalian
I want to go I want to do
I want to know I want to buy
@Emyjamalian
Asking for advice?
•Be there•Be useful•Be quick
@Emyjamalian
Be thereBe there across all stages of customer journey map, not only when they’re ready to buy
@Emyjamalian
More than half of smartphone users have discovered a new company or product when conducting a search on their smartphones
51%
@Emyjamalian
Be there inI want to go moments
@Emyjamalian
Be there inI want to go moments“Near me” searches have grown 2X in the past year.
Google Trends, U.S., March 2015 vs March 2014.
2X@Emyjamalian
Be there inI want to know moments
@Emyjamalian
66%Be there inI want to know moments66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial
Google Consumer Surveys, U.S., May 2015, n=1,243.@Emyjamalian
Be there inI want to do moments
@Emyjamalian
Be there inI want to do momentsSearches related to “how to” on YouTube are growing 70% year-over-year.
Google Data, U.S., Q1 2015, Q1 2014. @Emyjamalian
70%
Be there inI want to buy moments
@Emyjamalian
Be there inI want to buy moments82% of smartphone users consult their phone while in a store.
Consumers in the Micro-Moment@Emyjamalian
82%
Be usefulIf you want to win the hearts and minds (and dollars) of consumers you’ll need to do more than just show up.
@Emyjamalian
69% of online consumers agree that the quality, timing, or relevance of a company’s message influences their perception of a brand
Consumers in the Micro-Moment@Emyjamalian
69%
Be useful inI want to go moments
@Emyjamalian
Be useful inI want to go moments61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location.
Google Trends, U.S., March 2015 vs March 2014. @Emyjamalian
61%
Be useful inI want to do moments
Consumers in the Micro-Moment@Emyjamalian
Be useful inI want to do moments48% of smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content.
Consumers in the Micro-Moment@Emyjamalian
48%
Be useful inI want to know moments
Consumers in the Micro-Moment@Emyjamalian
Be useful inI want to know moments69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions
Consumers in the Micro-Moment@Emyjamalian
69%
Be useful inI want to buy moments
Consumers in the Micro-Moment@Emyjamalian
Be useful inI want to buy moments58% of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly.
Consumers in the Micro-Moment@Emyjamalian
58%
Be quickI want it now!
@Emyjamalian
Eliminate steps
Anticipate needs
Load like lighting
Eliminate steps
Anticipate needs
Load like lighting
Eliminate steps
Anticipate needs
Load like lighting
Eliminate steps
Anticipate needs
Load like lighting
The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers' needs in these micro-moments.
@Emyjamalian
Thank you!@EmyJamalian