A few years ago, ordering online was like ordering through a catalog. You would see something online you like, then most likely try to find it in an actual storefront somewhere. Now, the shifts in procurement and delivery have made online buying easier than going to the store.
Shipping charges are now lower and that small fee is worth it for the convenience of not having to trek all over town to find the item you’re looking for. It’s here on your screen now, so you pull the trigger.
Today, longtail keywords being asked to Siri or Google are the most buy-ready and intent-based product inquiries we’ve ever seen. Businesses are now in an all-out war to come up with the solutions that customers need when they are asking these questions.
The businesses that are succeeding today are building their entire approach around these keywords. They’re using longtail- focused search engine optimization (SEO) practices to show up in search engines and creating a user experience that guides the customer from information to purchasing as quickly as possible. They’re also investing in conversion rate optimization (CRO) to make sure they’re converting the highest number of customers possible and re-marketing campaigns to try to win back leads they have “leaked.”
Advances in smartphone AI have pushed the global traffic over to a now predominantly mobile world. Worldwide mobile traffic is now higher than desktop traffic. This led Google to announce that they will now be moving towards mobile-first indexing. This means your mobile presence will now drive your SEO and CRO success, as well as your bottom line.
Your mobile site has to impress Google, but then it has to impress the user. A Google study revealed that 61% of your customer will leave your mobile site if there are any problems or delay, and 40% said their next stop will be your competition’s site.
Businesses who adopt a mobile-first and user experience driven mentality will win the war. The rest won’t survive.
Intent-based marketing is a major trend in the world of digital marketing being pushed forward by smartphone AI. Ask yourself, do you really know what your customers want? Most specifically, do you know what they want to see and find when they land on your mobile site? Probably not. Most businesses think they know, but they’re wrong.
Demographics are good, but they don’t tell you the whole story. You need to understand the intent to see the big picture. In fact, Google has said that marketers who rely only on demographics to reach consumers risk missing more than 70% of potential mobile shoppers.
It’s such a simple concept: Give the people the exact thing that they want, at the exact second when they’re looking at their phone to buy it. However, understanding that intent is incredibly complex.
Read the source article in Forbes.