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Data Points to Capture Micro Moments

Knowing how and when to get your advertisement in front of an interested consumer is a challenge. Successfully doing so requires establishing data points to track and analyze that will pinpoint those times when a consumer is ready to make a deal. Here are a few:

  1. Decision Making Content. Today’s consumes are more open-minded, not relying so much as one company or brand but the one that presents them with the most information from which to make a choice. In recent statistics from Google 69% of users are likely to buy from the company that answers their questions with ease and clarity.
  2. Local Inventory Ads.  These ads showcase your inventory to shoppers searching on Google and are nearby. These ads can be customized with item details, such as shape, color and size. When they click on it, Google directs them to a page hosted on Google for your store, called the local storefront. It also provides store information, like location, store hours and contact information.
  3. Clear Content in Small Doses. Google reports that users have 18% less time per website page in the past year, meaning you have to grab and keep their attention faster if consumers land on your page. Highlight important information first, use lists and bullets to make data easy to find, and label navigation for easy use.
  4. Quick Loading. Simply put, if your page takes too long to load, you are going to lose the consumer. As a society, we want information and we want it now. By making sure your mobile website loads quickly, you are less likely for the consumer to head somewhere else.
  5. Programmatic Advertising. This type of ad allows it to be served up instantaneously in response when specific user conditions are met. Filters in programmatic advertising platforms can be set, like keywords, interests, lifestyle data, demographics and geography. The ad is sent out when a user meets those, meeting real-time needs.

Micro-moments are not just a trend, they are part of a long term marketing strategy. Those that get on board earlier will have the most success.

Sebastian Duque

Author Sebastian Duque

With a BAs in Marketing from Florida International University, Sebastian is fascinated by how search engine marketing is shaping consumers and markets behavior. He lives in Miami, Florida and speaks both Spanish and English. Sebastian is also the general manager at By Afro and holds various certifications in search, advanced search, display advertising and an online marketing certification from IAB Spain.

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