Discuss, debate and exchange ideas on latest trends and opportunities in the Business Process Management (BPM) landscape. Deliberate on adding “business value” to clients, vendors, employees and various other stakeholders to enhance customer satisfaction and sustain long term partnerships.

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February 6, 2018

Micro Moment

With the ever changing consumer behavior and technological advent, the battle for eyes, clicks and conversions are won through the numerous odd and meaningless moments. which brings the consumer to his destination and these are called Micro Moments.

What did you do when you were out in a new place at noon and your stomach started growling? Or in middle of a serious discussion and you wanted to find some information? Or while taking a stroll down the road, you see a new car and was curious to know its cost?

I'm sure you would have said "I'll check that information online with my mobile with an intent of knowing more about that product or service". You are not alone as this was what exactly what the new research conducted by Google's "Think with Google" revealed. It says that 

  1. 71% of smartphone users say they've used a store locator to find a store location
  2. 91% of smartphone users look up information on their smartphones while in the middle of a task.
  3. 82% of smartphone users say they consult their phones on purchases they're about to make in a store.

So why is this data important?
With the ever changing consumer behavior and technological advent, the battle for eyes, clicks and conversions are won through these numerous odd meaningless moments which combines and carries a consumer to his destination and these are called Micro Moments.

Micro Moment: /mʌɪkrəʊ ˈməʊm(ə)nt/
An intent rich moment when a person turns to a device to act on a need - to know, go, do or buy.
(Definition by - "Think with Google")

Micro moments are those short, at times very short time period which the brands get to interact with its consumers when they are looking for information and happens mostly in a smartphone. These moments are loaded with intent, context, and immediacy. With this understanding, it won't be hard to say that today's consumer journey has changed completely. With more than half of the world now using smartphone, the consumer journey has been fragmented into hundreds of uneven decision making micro moments. And the challenge we have in our hand is to maximize the values of each of these moments by being there when they are looking for, being useful and finally being real quick. 

Google's Think with Google team classifies these micro moments into four categories :

  1. I want to know moments - Consumer is researching for information. Have not decided to make a purchase but can be inspired to make that decision by sharing useful information that'll satisfy their curiosity.
  2. I want to go moments - Consumer is actively looking for a local business or is planning to buy a product from a store near him/her.
  3. I want to do moments - These are typical "How to" moments which can come either before or after purchasing a product. If it's before, then providing the right information will convert a prospect to a customer. If it's after, then it's the opportunity to turn your customer into a loyal influencer. 
  4. I want to buy moments - The most important of all, the moment of truth for any brand. Someone is ready to make a purchase and we need to help them decide what to (product variation) and how to buy it. Statistics say that 82% of smartphone users consult their phone while in the store (source - Think with Google). So it becomes highly important for a brand to connect to their consumer at this right moment.

So while building a strong digital marketing strategy, we need to consider our customer's intent as well as the context of the intent. Spend more time in getting visibility for the micro moments which are important for your brand. Use context wisely to convey different messages to consumers with same intent but different context/situation. For instance, deciding on how different the "I want to go moment" should be for a consumer 50 km away from your store to someone 3 km or "I want to know moment" for someone inside your shop to someone close by. 

With the ever changing consumer behavior the battle for conversion will only be won with the help of intense customization in every step. Understanding your consumer's intent and context will not only help you to win that particular transaction but also to win your customers hearts giving them the most important thing that any brand would strive to provide, and what even you would want as a customer - DELIGHT.

February 5, 2018

Keyword - Intent is the Key, not the Word

 Keywords are the most underutilized tool because most of us fail to understand the impact it can create. 

The most elemental part of any digital marketing activity is the "words" or the "phrases" that are used to build the activity, also technically known as keywords. The foundation of the pay per click advertising model is based on the relationship between when and how a keyword becomes a search query. Extensive research is undertaken to build keywords yet they don't seem to produce the expected results. Why?

To answer this, we'll have to accept the fact that keywords are the most underutilized tool because most of us fail to understand the impact it can create, if it is used in a proper way. More often keywords are just used to showcase their presence and nothing more than that. They are well researched but not well planned.

When someone says 'Keywords', we all know how it is divided into 4 match types/variations, depending on the way it reacts in a search engine and we often tend to classify our keywords only through this method.

1. Broad match 
2. Broad match modifier
3. Phrase match
4. Exact match

But this is not the only way of classifying keywords, as with this we are not keeping our customer's intentions first. We need to tailor make keywords to resonate with the customer's intention of search or else he might end up as a data point in our bounce rate. We should focus on the search intent or the intention to do the search, before planning our keyword strategy.
Be it search or display or social media campaigns we should build our keywords keeping the customers search intent in mind. These are the 4 ways of classifying keywords with search intent.

1. Keywords with Navigational Intent
2. Keywords with Informational Intent 
3. Keywords with Investigational Intent
4. Keywords with Transactional Intent

Keywords with Navigational Intent
These are keywords which the users use with the intent to navigate to a particular site. The user might have been familiar with the brand and would normally use the brand's name in the search engine. Eg. Keyword - "Infosys digital website"
Here the user has heard that Infosys has a separate website for digital but couldn't remember the URL. So he searches with the brand name to navigate to the website. In terms of SEO, it's pretty important to rank well for these keywords but when it comes to PPC, they might not result in immediate conversion. We can place these type of keywords in "Awareness" as well as "Decision" set of the sales funnel.

Keywords with Informational Intent 
If you take a look at all the search terms used by people across the globe, at least 60% of them would be of informational intent. People need information and they use these terms to get that information.
For instance, if someone is searching for "places to visit in Bangalore" or "how to make tea" the person is looking for information on these topics. These keywords have low commercial intent and can be placed at the "Awareness" Set of the sales funnel.

Keywords with Investigational Intent
These keywords have some commercial intent and these are keywords used by the users while trying to compare two or more products or services. Keywords like, "Motorola G3 vs Samsung A5" or "best shop to buy kurta in Chennai" fall under this category. These keywords are not 100% informational but brings information and also not 100% transactional but might lead to a conversion very soon. These can be placed under "Decision" set of the Sales funnel.

Keywords with Transactional Intent
These are keywords that take you to the final transaction and result in conversions. "Buy Sandisk memory card" or "get home insurance quote" are few examples of these keywords. These can be placed in the "Action" set of a sales cycle and always carry high commercial intent. 

So if we build keywords keeping in mind the user's search intent and where he falls in the sales/buyer cycle, we'll be able to increase the ROI exponentially. 

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