The trend of searching for something online as well as the relevancy of search results has drastically evolved over a period of time. Google strives to offer its users with the best results in their moments of need and hence it lately came up with the concept of micro-moments. As defined by Google, micro-moments are those intent driven reflexive searches that people make when they are looking for something and they instantly turn to the web, especially a smartphone, to search about that particular need.
The idea of how brand will use Google micro-moments for marketing lies not in the fact that whether it is important but where are those micro-moment searches are headed. Take for example, a person wants to buy something, learn something, sell something or just know about something, and he reflexively turns on Google on his smartphone. So if you want to make them notice your brand, you have to be there when they look for what you offer. Hence, brands need to be more relevant at the local level.
The ‘Near Me Searches’- Operating at the Local Level : A report prepared by the search engine giant Google show that the ‘near me’ searches have shown impressive growth and increased by more than 145 percent annually. What are micro-moments comprised of? There is an immediate need that makes a user reflexively search for a particular thing. But what Google noticed was that people do not only make searches, but they are also turning contextual. For example, they are not looking for ‘hotels in Delhi’ but for ‘pet friendly hotels in Delhi’. Most of these searches convert into leads and the entire process from search to buy completes within a short span of time. So, as a brand, you also need to concentrate on the simultaneous specific needs of a user.
Smart Search with Smart Filters : Google has also come up with smart filters to give more realistic and specific results according to their needs. This has been rolled out for hotel searches for now, Google is not going to stop here. Smart filters make the best use of contextual searches in micro-moments. With filtered searches, brands will know where they need to be to make the most of a particular situation. On of the great examples is that of Red Roof Inn. When the flights got pretty delayed at the airport, they predicted that a number of people would like a place to stay the night. So they started showing ads for that area and recorded 60% bookings as compared to a usual day.
Dwell Times with Google Maps : To help brands come up with effective marketing strategies, Google maps has also started showing dwell times which is the duration for which people stay at a particular shop or location. This will help brands fetch hour-by-hour data to know the peak times when visitors flock around a particular location. They can also troubleshoot a problem by knowing that people are repelling away from their outlets.
Contextual searches and micro-moments will go a long way in helping brands reach a higher number of users who look for what they want at a point of time along with certain specific needs.