B there, B useful, B quick

According to Google, there are certain moments when we are susceptible to marketing messages.

Studies suggest 82% of smartphone users consult their phones on purchases they’re about to make in store and 91% turn to their phones when they are in the middle of a task. Customers want help informing choices or making decisions. For marketers, these moments are an open invitation to engage. And they’re the moments we must be ready for. (They also illustrate the importance of having a responsive web site).

The consumer decision journey has been fractured into hundreds of tiny decision-making moments at every stage of the ‘funnel’, from inspiring holiday plans to buying a new blender to learning how to install that new shelf.

To act on data like this, you have to be there, be useful and be quick.

When US hotel chain Red Roof Inn realised flight cancellations were leaving 90,000 passengers stranded every day, its marketing team developed a way to track flight delays in real-time and trigger targeted search ads for the Red Roof Inn at nearby airports.

Essentially, the ads said: ‘Stranded at the airport? Come stay with us’. The brand achieved a 60% increase in bookings on non-branded search campaigns.

When Fiat released the Fiat 500, US customers had no idea about the Fiat brand. The company used online and mobile search ads on category terms such as ‘small car’ and ‘city car’ to target people just as they were searching for new cars.

On desktop, Fiat’s ads took people to the company’s online ‘car configurator’ (the Fiat 500 is available in half a million different colour combinations!) and on mobile ads users were pointed to their nearest dealer. Fiat saw a 127% lift in unaided recall of the brand.

Argos’s local inventory ads on mobile help customers connect with Argos when they are near their shops. If a busy mum sees a toy in an Argos ad, she can find it on her smartphone, reserve it online and pick it up at the store on her way home from work. As a result, Argos has seen a 38% growth in mobile commerce since last year.

Are Google right? According to research conducted by Forrester, 84% of businesses have already adopted specific data-driven approaches to help generate these kind of very time sensitive insights.

Google Analytics will help you see your visitors in real-time on your website. It will help you understand what actions to take in common circumstances, and how to tailor activities to enhance your business objectives.

Data courtesy of Furthur Ltd.

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