In The Mid­dle East and Dig Into ‘Mo­ments that Mat­ter’

ArabAd - - RESEARCH -

Google launched the Mid­dle East edi­tion of its on­line mar­ket­ing data plat­form ‘Think with Google’ (thinkwith­google. com/mena). The free site of­fers anal­y­sis and in­sights for the mar­ket­ing industry, in ad­di­tion to tools, such as Google Trends, which uses real-time in­for­ma­tion to gauge con­sumer search be­hav­iour. Users will find the data and trends Google is track­ing, along with for­ward­think­ing per­spec­tives across in­dus­tries like au­to­mo­tive, re­tail, fash­ion, health­care, etc. as well as con­sumer per­cep­tions, case-stud­ies and be­hind the scenes in­sights from cam­paigns. ‘Think with Google Mid­dle East’ was in­tro­duced in tan­dem with a new re­search fo­cused on UAE con­sumer de­ci­sion-mak­ing called ‘Mo­ments that Mat­ter’, which looks at how on­line con­sumers in the UAE are us­ing their smart­phones and what that means for mar­keters.

The ‘Mo­ments that Mat­ter’ re­search demon­strates how peo­ple ex­pe­ri­ence on­line mo­ments that mat­ter to them. The re­sults fo­cus on spe­cific mo­ments that carry deep in­sights into con­text: where some­one is, and in­tent; what some­one wants or needs at that mo­ment. The re­search shows how this com­bi­na­tion of con­text and in­tent­driven insight pro­vides more op­por­tu­ni­ties for brands to be rel­e­vant and con­nect with con­sumers in more mean­ing­ful ways.

“Con­sumers turn to their phones with in­tent and ex­pect brands to de­liver im­me­di­ate an­swers. In or­der to be ef­fi­cient, ad­ver­tis­ers need to fo­cus on con­sumer’s in­tent or what they want or need at a cer­tain mo­ment,” said Bi­lal Kab­bani, Mar­ket­ing Lead, Google MENA. “Th­ese in­tent driven mo­ments are where con­sumers are look­ing for in­spi­ra­tion or in­for­ma­tion and are dis­cov­er­ing new things. We call th­ese ‘I want-to-watch mo­ments, I want-to-do mo­ments, I need-to-find mo­ments and I need-to-buy-mo­ments.”

Find­ings from the ‘mo­ments that mat­ter’ re­search re­veal that in the past three years alone, multi-screen me­dia con­sump­tion has in­creased by 500%, with 90% of web-users mov­ing be­tween de­vices to com­plete a task.

The re­search also sug­gested the In­ter­net is the first port of call when con­sumers need to find in­for­ma­tion. How­ever, while most users have an idea of what they want to find on­line, just 18% of con­sumers re­search­ing on a smart­phone have ac­tu­ally pinned down the ex­act brand or prod­uct they were look­ing for when they be­gan search­ing. This pro­vides a huge op­por­tu­nity for ad­ver­tis­ers to aid brand dis­cov­ery and shape pref­er­ences early in the pur­chase jour­ney with search, on­line video and dis­play ads across the web.

This is es­pe­cially im­por­tant con­sid­er­ing the fact that 87% of smart­phone users have used their de­vice while shop­ping for spe­cific prod­ucts and 92% of on­line con­sumers are prompted by both on­line and off­line con­tent or ads to look for more in­for­ma­tion im­me­di­ately, on a con­nected de­vice.

De­mo­graphic tar­get­ing is just the tip of the ice­berg. To­day, brands can go much deeper by fo­cus­ing on real and re­cent on­line user be­hav­iour, rather than speak­ing to au­di­ences based only on what might be known about their age, gen­der and claimed in­ter­ests. This re­search showed that greater rel­e­vance is key in en­gag­ing con­sumers. In the UAE, 68% of on­line con­sumers are in­flu­enced by the rel­e­vance of a com­pany’s mes­sage.

For those who shop on smart­phones, 75% have thought about buy­ing into a brand they’ve not pre­vi­ously con­sid­ered based on rel­e­vant in­for­ma­tion avail­able at the time of brows­ing. 69% have ac­tu­ally bought from pre­vi­ously un­con­sid­ered brands. Web-based in­for­ma­tion plays a heavy role in tra­di­tional re­tail, too, with 72% of shop­pers ad­mit­ting to us­ing their smart­phones in-store to find ad­di­tional in­for­ma­tion on a prod­uct or ser­vice.

By putting th­ese in­tent-driven mo­ments at the cen­ter of their strat­egy, brands can en­sure they are present for all the mo­ments that mat­ter most for their busi­ness. Com­pa­nies that make steps to­ward be­com­ing mo­mentsready reap tan­gi­ble ben­e­fits in the form of more prof­itable ROI in both mobile in­vest­ment and over­all mar­ket­ing in­vest­ment.

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