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The proliferation of mobile devices has created countless new opportunities for content producers to reach potential customers as they research topics or decide what to buy, what to do or where to go. But how can content producers and publishers take advantage of what's been dubbed Google micro-moments?
By doing what they have always done in terms of managing content on websites and for digital experiences, they now just have to add a mobile channel to the entire interaction. The following are three key steps to effectively delivering Google micro-moments:
- Conduct an experience audit. Content producers and publishers should identify the essential moments that should be mobilized in order to deliver Google micro-moments correctly. In order to get high-value moments, you need to identify the mobile interactions and touch points customers have on the go. Understanding this data will allow the entire experience and entire interaction to be more relevant to the content producer.
- Identify specific content associated with Google micro-moments. You want to assess very clearly and very succinctly what the content is that you need to bring into the experience and how to utilize it. As an example, consider a fast-growing rural area that really wants to enforce water conservation regulation. In this situation, building and plumbing inspectors won't have the bandwidth to go out to all the new construction areas, but the government will still want to enforce the conservation regulations. To solve that problem, you can actually develop a mobile app that enables the contractors to perform self-inspections and add photos and geographical information that would then be communicated back to the building inspector. The inspector would do the review, make suggestions and follow up on activities. Building a mobile app would be an effective solution to this problem.
- Leveraging and mobilizing existing enterprise applications. Content producers and publishers should assess what the existing applications they have, the foundation that already exists and what they have been investing in. The key part is to enrich the content; deliver content in context; and expand on enterprise architecture, making sure the information architecture that you're working on is going to leverage existing enterprise architecture.
It is essential to make mobile experiences and Google micro-moments a requirement for existing IT investment plan and will be something that is key to driving the business forward.
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