I attended the Google Partners Breakfast this week at 6S Marketing – a Google partner digital agency here in Vancouver. There were some good bits of insights for all the marketers out there who want to stay updated and relevant in this fast moving world of digital and technology.

  1. The Micro-Moments: Consumers are increasingly using their mobile to search for solutions, and these micro moments in their lives are categorized under:
    1. I want to know moments: searches for information, who’s the presidential candidates this year, how the weather is going to be tomorrow…
    2. I want to go moments: searches for places to go this weekend, vacation destination this summer.
    3. I want to do moments: how to assemble this IKEA table, how to ski, how to make butter chicken.
    4. I want to buy moments: Starbucks near me, H&M latest arrivals.

So now the battle for brands is to be there and be relevant when these customers look for their answers in these really quick fleeting moments during their daily lives.

2. How to connect the dots: Deliver on these micro-moment needs

Before the marketers used to use content for proxy to decide if they are reaching out to the right audience. For example, if you want to target young people, advertise on MTV because generally more young people would watch MTV than people of other age groups.

However, with the mass amount of data available now on consumer digital behaviors, there are signals that can be collected about what each person is interested in. For example, if you browse for political videos on Youtube 3 times a day for a long period of time, chance is that you are interested in Politics. These activities-triggered interests are much better proxies for targeting the right audience for your brands.

3. How to measure moments that matter

What is also helpful to learn (and much easier to do) now than ever is to measure your marketing efforts. Putting an AdWords ad online or putting that Google Analytics tracking code into your website means instant amount of data about how your consumers interact with your ads/website. This will allow you to constantly reiterate and optimize, and test and learn so you could always improve and only use what works best.

It was indeed a very interesting topic. To learn more, check this out here or follow Think with Google. It’s been a tremendously useful resource for me to stay on top on things!