Micro-Moments

Article

How People Use Their Devices

In a mobile-first world, people expect answers at their fingertips. They turn to the nearest device to make a decision, learn something new, or get something accomplished. Connecting the dots across these micro-moments is necessary for marketers to tell a single story across devices, channels, and formats. Here are new cross-device insights to help you build a strategy for mobile.

Article

How Mobile Has Changed How People Get Things Done: New Consumer Behavior Data

In moments where people need to know, go, do, and buy, relying on our phones has become second nature. Google's VP of marketing, Lisa Gevelber, shares new research that quantifies how people use digital to make decisions and take action in their daily lives.

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Executive Perspectives

Collection

Shopping Micro-Moments Guide: How to Be There and Be Useful for Shoppers

How retailers can help shoppers when mobile matters most.

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Travel Micro-Moments Guide: How to Be There and Be Useful for Travelers

Travelers increasingly turn to mobile in real-time and on-the-go, making informed decisions faster than ever before. For marketers, this means there are new opportunities to connect throughout the entire travel customer journey, across devices and channels. Explore this guide to find out how to be there and be useful for travelers in this new digital landscape.

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New Research Shows How Brands Can Win Travel Micro-Moments

Google partnered with Phocuswright, a leading independent travel research company, to understand consumer attitudes towards travel planning, decision making, and booking. We surveyed adults who planned at least one vacation in the last year including a flight or accommodation. The research revealed key micro-moments that brands can capitalize on in the decision-making process.

Interview

Airbnb Uses Mobile to Give Tourists a Local Experience

Airbnb aspires to create a world where everyone can belong anywhere. That means visiting cities not as travelers, but as locals. "Hosted Walks" tapped into Airbnb's passionate network of New York City hosts to help travelers do just that. See how Airbnb used search to unlock the best local spots.

Case Study

Nestlé Toll House Finds a Sweet New Way to Engage Modern Bakers

When the brand that invented chocolate chips found it wasn't reaching Millennial bakers, it turned to online video to reach them in their baking micro-moments. Now the Nestlé Toll House channel is one of YouTube's top baking destinations.

Interview

Dunkin' Donuts Makes Coffee More Convenient with Mobile

Dunkin' Donuts prides itself on being there for people on the go. With locations all over New York, Dunkin' wanted to give busy coffee drinkers a way to find the very quickest cup of coffee. Watch how Dunkin' used search to show customers real-time walk and line wait times for all nearby locations.

Case Study

Fiat Drives Up Total Unaided Brand Awareness With Search Ads

Italian automaker Fiat faced a competitive landscape in its return to the U.S. market. Looking to increase market share and brand awareness, Fiat turned to a creative and sophisticated Search strategy to achieve its brand building goals. Using Search ads for Fiat, the company realized a 127% increase in brand awareness and ultimately steered its way back into the minds of North American auto buyers.

Case Study

Extra Space Storage Fuels Mobile Site Performance By Knowing Its Customers

Committed to keeping up with the mobile boom, Extra Space Storage used customer insights from AdWords, among other places, to improve its mobile site experience. Thanks to the self-storage company’s adapt-and-react strategy with customers, the site has seen a 24% increase in mobile conversions.

Interview

Sephora Turns Smartphones Into Local Store Magnets

Sephora was America's "first unbiased beauty experience," and today the 700+ store global brand is also unbiased about the customer journey. The popular retailer engages shoppers in every channel, from social media and search ads to an online app that allows in-store shoppers to scan products for more information. Here, Sephora talks about how better-informed customers are happier and more loyal in the long run.