Consumer Intent: the Key to Mobile SuccessLaura Ostrowski
It’s 2016 and consumers are more impatient than ever. The advent of newer, better, and faster technology is making on-the-go mobile searching commonplace, giving us instant access to information about almost anything. When we want something, we try to find it, and where better than our smartphone? This idea of want and search, or having some goal in mind when searching online, is known as “intent,” and it should play an important role in your 2016 marketing strategy.
Google suggests in a recent article that focusing on user intent may now be more beneficial than targeting specific demographics alone. Relying only on demographics could cause your company to miss out on over 70% of potential buyers. For example, you may think that 18-34 year-old males should be targeted by video game companies, but that demographic only makes up about 31% of people who actually search for video games online – shocking, I know. This challenges everything you thought you knew about marketing. Consumers are looking for useful, immediate information about the things they want to buy, places they want to go, or information they want to learn. But these people may be outside of your demographically-targeted realm. If you know how and why consumers, even those outside of your demographic audience, search for your product or service, you have the ability to anticipate and be proactive. Play offense, not defense. Set yourself up to answer consumers’ questions and fulfill their needs; don’t wait until they (maybe) find you. Be there in the micro-moments: the moments of intentional searching. Be there the very moment a consumer is looking for something you offer.
According to Google, in order to successfully navigate the realm of micro-moments, you need to be there, be useful, and be quick – especially on mobile.
Be there: Consumers won’t find you unless you are there. “There” being present in their search results. One way this can be done is through Search Engine Optimization, which is the process of improving the amount and quality of user interaction with a website. Generally, mobile searches are done when a consumer wants something immediately. So immediately, that there is not much brand loyalty during these micro-moments. According to Google, “One in three smartphone users have purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.” So, as the saying goes: be there or be square.
Be Useful: Being there for your customers isn’t the only thing that matters; you have to be useful as well. It doesn’t matter if your company is at the top of every search unless you provide the information consumers are looking for. Don’t just shove a pretty picture of your product in their face – give them information they can use and learn from.
Be Quick: Work on the speed and functionality of your mobile website. Eliminate excessive steps or pages. Anticipate your customers’ needs and help them find what they are looking for quickly and without hassle.
Start focusing on the people who are actually looking for and using your product or service – not the people who you think should be. Use any and all information you can about these consumers and the way they search online to anticipate their needs. Be there for them. Help them find what they need. Make the process fast. These are the keys to your 2016 success.