Did you know that if you are solely relying on demographics in your marketing strategy, you could be missing more than 70 percent of mobile shoppers? For example, could you ever imagine that 40 percent of all baby product purchasers live in households without children? Adding consumer intent to your marketing research will give you the insights needed to understand when, where, and how consumers are searching at the exact time of purchase, Google describes these times as “micro-moments.”
Understanding consumer intent is of the utmost importance when defining your brand’s micro-moments. Lisa Gevelber for Think with Google explains how Home Depot capitalized on this important insight, “Home Depot is a real-life example of a brand that understands the power of intent. Years ago it figured out ‘do-it-yourselfers’ were turning to their phones—especially YouTube—to learn everything from ‘how to tile a bathroom floor’ to ‘how to build an outdoor fire pit.’ So to be more useful in these I-want-to-do moments, Home Depot built a content marketing strategy centered around ‘how-to’ videos on YouTube. Today the collection has hundreds of videos, with the top 10 videos each reaching a million views or more. The full Home Depot ‘how-to’ collection has received more than 48 million views.
‘Mobile has significantly changed how we connect with customers at The Home Depot,’ said Trish Mueller, senior vice president and chief marketing officer at The Home Depot. ‘We’re now laser-focused on how we can use digital to deliver against our customers’ needs every moment of the day and every step of their home improvement experience.”
Once you’ve identified consumer intent and defined the micro-moments associated with your brand, make sure you anticipate those moments so you can be there when they happen, provide relevant and useful information, and be fast with mobile optimized solutions.