How is Micro Moments Shaping Consumer Behavior?

This is a reactionary post on the AdTechSF 2015 Conference about Google and Micro-Moments. Our intent is to educate our publishers about what drives their users and how they can better monetize each visit, and each page view that happens on their site. Read on.

Sridhar Ramaswamy, Google’s VP of Advertising and Commerce did a keynote in AdTechSF 2015 last month on how Google have become what it is now.

Micro-moment is defined to be an instinctive human drive to dart in a device to find answers about something – may it be about their research paper, or when their laptop suddenly turned off, find the nearest japanese resto or bookstore. This is the “act on a need to learn something, do something, discover something, watch something, or buy something” according to Ramaswamy and this is where one’s preferences and decisions are shaped upon.
We’d like to think that this is a result of the rapid growth of mobile where people has instant access to any information through their mobile phones – with their fingertips. Answers are instantly available whenever they need it and for brands and advertisers, this is advantageous. Conversions are driven by how effective they are in understanding consumer intent and using micro-moments to increase those sales.

Well, how is this information helpful for publishers?

1) This means you need to get your site mobile-optimized.

Everyone is turning to their phones day and night. We do not want to be left out. No matter how die-hard your user is, if they can barely read all the text without zooming in, they’ll most likely won’t visit your site when on mobile.
Related Read: 3 Tips in Smart Mobile Site Design

2) Look at your data. Do you see patterns of high user engagement?

What topics are these? Maybe you have to build on those? Bottomline, understand your user behaviours: What keeps them and what ticks them off?

3) What is your users attention span?

Do they go to your site to watch video content more or read blog articles? These information can give you an idea what type of content your users want.
Related Read: How to Find Adsense Insights and Trends in Google Analytics

4) Do you have more new users than returning ones?

Why are your users not coming back?

5) And to sum it all up – know your audience.

Understand them and their intent to visit your site and find ways to keep them coming back.

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