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If you attend a conference in the next couple of months and a Google executive is speaking from marketing, sales or product you’ll likely hear a lot about “Micro-Moments”.
“Micro-Moments” Is a phrase Google has coined to describe how brands can connect with today’s perpetually mobile connected consumer.
Google describes “Micro Moments” as “the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter and they're game changers for both consumers and brands”.
You can read the full manifesto here.
This new positioning as one would expect focuses primarily on how people are searching for things on their smartphones and how brands can leverage (and pay) Google search to help deliver useful, timely, relevant, contextual information to people when they’re in these “micro-moments” which is a beautifully crafted platform for Google to communicate their core value proposition with brands and the broader marketing community.
With that said, I also believe “micro-moments” is a perfect narrative for the IoT industry when looking at services that deliver value to brands and their customers which ironically can disrupt search in a big way, especially in-store where Google are saying we’re searching more than we ever have before (82% of us consult our phones in-store deciding which product to buy).
Take a second to think about this. Why are you searching in-store? Why are you searching for anything? The core reason is you have indicated to Google (not the brand) that you lack enough information to make some sort of decision within that physical environment.
That’s the headline for most searches that occur in-store and if I was a brand or retailer I’d take this data as a huge wake-up call that your in-store experience is lacking……a lot. Think about how much signage and information is crammed into retail environments! From signage, to displays, to staff and we’re all searching more than ever?! Seems odd, huh?
This is where IoT companies for brands can add immense value to the shopper experience and ultimately the brand itself. One example is what Tapit did with Samsung. We rolled out the first IoT in-store project for Samsung whereby we enabled all Samsung POS marketing to become connected and intelligent allowing shoppers the ability to just tap their smartphone on various POS materials to understand the features and benefits of the product they were looking at. This content was not advertising like a TV commercial or vaporware (these don’t work), it was hyper contextual content Samsung had created specifically so the person interacting could understand why this specific Samsung product was worth buying.
Sounds simple doesn’t it? Make it easy for people to access information in-store on their smartphone with content that will add value to their journey and context (ie not spamming with ads) and you have a very personalised experience with the Samsung brand that allows Samsung via an IoT platform like Tapit to collect rich data and analytics around each physical in-store interaction as opposed to making the user do all the work manually via searching, giving Google all the consumer data and missing a wonderful opportunity to get closer to the person at the last 3 feet of the consumer journey.
A lot of these “Micro Moments” Google describes around search should be taken as a challenge to brands on how they can leverage IoT technology to enrich the consumer experience within a physical context so people don’t have to search, they can just tap “things” – no thumb typing, no app downloading creating handshake like moments with brands resulting in deeper more immersive relationships with people……your customers.
Like what you hear? Join Tapit at our Cannes Lions presentation titled “Should marketers really care about the Internet of Things?” on Thursday 25th June. Click here for more details