Introduction:
In today’s fast-paced world, people are constantly on the move, and technology has made it easier than ever to access information on the go.
This has led to the rise of micro-moments or brief moments of time in which people turn to their devices to satisfy an immediate need or desire.
As a result, businesses and marketers have had to adapt to this new reality by creating content that is optimized for these micro-moments. But what are the benefits of doing so?
According to Accenture (which refers to micro-moments as “momentary markets“), 85 percent of executives agree real-time (or near real-time) delivery is the next big wave of competitive advantage.
In other words, business success is no longer just about capturing markets; it’s about capturing moments.
In essence, this means businesses need to be right there when those crucial, intent-rich moments occur – which, in turn, means being able to anticipate those moments using data and analytics.
It matters because humans’ average attention span is now worse than that of a goldfish.
In this blog post, we will explore the surprising benefits of adapting to the age of micro-moments.
What are Micro-moments?
Micro-moments refer to the small moments in our daily lives when we turn to our devices to quickly satisfy an immediate need or desire.
These moments can be triggered by a variety of factors, such as curiosity, boredom, inspiration, or necessity.
Micro-moments can happen anytime, anywhere, and on any device, and they can last from a few seconds to a few minutes.
For example, a micro-moment might occur when someone is standing in line at a coffee shop and decides to quickly search for the nearest breakfast spot on their phone.
Or, a micro-moment might occur when someone is watching a movie and becomes curious about the name of the actor in the lead role, so they quickly search for the answer on their tablet.
According to a 2015 study by Google, 82% of smartphone users utilize their phone to influence a purchase decision while in a store. In these moments, customers are taking immediate action, and their purchase decisions are often altered.
As a result, it’s critical that you understand how to ensure that your business is present during key micro-moments.
This engagement occurs through digital marketing channels, which might require your business to master new competencies.
What are the Types of Micro-Moments?
Essentially, there are four categories of micro-moments.
| Category | Definition | Examples |
|---|---|---|
| Want-To-Know | The exploration or researching of a product or service, prior to a purchase. |
|
| Want-To-Go | The customer knows what they want and is actively considering buying a product from a nearby store. |
|
| Want-To-Buy | The customer is ready to purchase, but needs assistance with the “where” and “how”. |
|
| Want-to-Do | The customer needs help completing a task or trying something new. |
|
All four correspond to three consumer behaviors that have emerged right along with the speed of information through smartphones, according to Lisa Gevelber, Google’s VP of Marketing for the Americas.
- The “well-advised” consumer. They look for the “best.” This is how they make decisions. Mobile searches for “best” remains strong after increasing 80% year on year.
- The “right here” consumer. People expect personalized digital experiences– including their location at that moment. They look for recommendations “near me” and prefer mobile sites that customize messaging according to where they are.
- The “right now” consumer. People rely on their smartphones to get things done in that moment, whether it’s a last-minute reservation or a purchase they’ve been mulling over all week.
How to Leverage Micro-Moments
Businesses can leverage micro-moments by creating customer friendly brand experiences across all platforms, including their website or mobile app, as well as other digital presence such as Facebook or Twitter.
The growing popularity of these moments have made them invaluable to potential marketers, allowing them to reach their target audience with maximum engagement.
Additionally, companies should look for ways to create personalized experiences that appeal directly to the person when they are at their most receptive.
But how do you adapt your brand’s strategy for this new age? Here are some tips:
- Understand Your Audience: Knowing your audience is key to success in all marketing efforts, but especially in micro-moment campaigns. Consider what motivates them and how you can provide the best customer service.
- Offer Instant Solutions: Consumers turn to micro-moments for answers, so give them what they need when they need it! Keep things simple and direct to ensure maximum engagement.
- Measure Your Results: Monitor your campaigns to get a better understanding of their success. Use analytics tools to track conversions, brand sentiment, and more.
Micro-moments are the new battleground for people’s hearts, minds, and wallets.
Understanding the Importance of micro-moments
When users turn to an app, product, or device to satisfy their impulse to learn something, do something, or buy something, businesses should note that these are moments where they must accurately match intent with content.
Search engines may be the clearest example of how important these micro-moments are.
Matching search intent with the most relevant results possible is the goal of every search engine.
Today’s consumers are constantly on the go, and they rely heavily on their mobile devices to provide them with the information and services they need in real-time.
As a result, businesses must be able to provide content and services that are optimized for micro-moments to stay relevant and competitive.
What’s more, in this age of Netflix recommendations and personalized playlists, we increasingly expect brands to present us with products and services that are unique to us.
And we can safely say that we are looking for a more meaningful connection with brands.
We want to feel special, and we are generally willing to pay for the privilege.
Key Micro-Moment Statistics
For the average person, smartphones have become a crucial accessory of information.
Although the internet has been around for decades, the advent of smartphones has expanded the internet outside of one’s personal home.
According to Google, the average person checks their smartphone 150 times per day.
Below, you will find key statistics that showcase the influence of micro-moments on consumer behavior:
- About 91% of smartphone users look up information on their phones while in the middle of a task.
- While in store, 82% of smartphone users turn to their phone to influence a purchasing decision. Of these, one in ten end up purchasing a product they didn’t plan on buying.
- 67% of millennials agree that they can find a YouTube video on anything they want to learn.
- About 62% of smartphone users are more likely to try a new product or task due to ease of information online.
- According to Google, searches related to “how to” on YouTube are growing 70% year over year.
The Benefits of Micro-Moments Marketing for Businesses:
By understanding micro-moments and using them in their marketing strategy, brands can increase their success in the future.
They are opportunities for brands to make a positive impression and convert viewers into paying customers.
Here are some of the benefits.
Increased Engagement
One of the main benefits of creating content that is optimized for micro-moments is increased engagement.
When people are searching for information or answers to their questions, they are more likely to engage with content that is tailored to their needs and presented in a format that is easy to consume.
By providing content that is optimized for micro-moments, businesses can capture the attention of potential customers and keep them engaged with their brand.
Improved Customer Experience
When businesses provide information and services that are tailored to their customers’ needs, they are more likely to provide a positive experience that leads to repeat business and customer loyalty.
For example, a restaurant that provides a mobile app for ordering and payment can make the customer experience faster and more convenient, leading to increased satisfaction and loyalty.
Increased Conversions
When businesses provide content that is optimized for micro-moments, they are more likely to capture the attention of potential customers and provide them with the information they need to make a purchase decision.
By making it easy for customers to find what they need and providing them with a seamless experience, businesses can increase their conversion rates and generate more sales.
Enhanced Brand Awareness
When businesses provide content that is useful, informative, and engaging, they are more likely to be shared on social media and other platforms, increasing their reach and visibility.
By creating content that is optimized for micro-moments, businesses can expand their brand awareness and reach a wider audience.
Increased Efficiency
By providing customers with the information they need in a concise and easy-to-consume format, businesses can save time and resources that would otherwise be spent on customer support and service.
For example, a business that provides a mobile app for ordering and payment can reduce the need for in-person staff, saving time and money.
Competitive Advantage
Businesses that are able to provide content and services that are optimized for micro-moments are more likely to attract and retain customers, leading to increased market share and revenue.
By staying ahead of the curve and adapting to the changing needs of their customers, businesses can gain a competitive advantage
Personalization
Micro-moments can allow businesses to create more personalized experiences for their customers. By using data and analytics, businesses can tailor their content and services to meet the specific needs and preferences of individual customers.
For example, a retailer can use a customer’s browsing and purchase history to recommend products that are relevant to their interests, increasing the likelihood of a sale.
Improved Search Engine Rankings
Creating content that is optimized for micro-moments can also lead to improved search engine rankings. When businesses provide useful and relevant information that meets the needs of their customers, they are more likely to be ranked higher in search engine results pages (SERPs).
This can increase their visibility and attract more traffic to their website or app.
Access to Real-time Data
Adapting to micro-moments can provide businesses with access to real-time data about their customers.
By tracking customer behavior and interactions with their digital channels, businesses can gain valuable insights into their customers’ needs, preferences, and behaviors.
This can help businesses make informed decisions about their marketing strategies and improve the overall customer experience.
Improved Customer Retention
Creating content and services that are optimized for micro-moments can also lead to improved customer retention.
By providing a seamless and convenient experience for customers, businesses can increase loyalty and reduce churn.
This is particularly important in industries where competition is high and customers have many options to choose from.
Examples of micro-moment marketing
Companies in every industry are finding that micro-moment marketing is the best way to build their relationships with new and current clients, as well as take their businesses to the next level.
Here are a few real-life examples of why micro-moment marketing works:
Nestlé Waters
Nestlé has been around for years, but started to see a change in how people searched.
One may not think that people search that often for water, compared to other beverages, which can make digital marketing more difficult for a company like Nestlé when it comes to reaching and converting customers.
That’s why Nestlé began connecting with consumers online in the same way they reached shoppers in-store.
In response, Nestlé started to see a dramatic change in their marketing experience and results.
In fact, their customer acquisition costs dropped by more than 30 percent.
Domino’s
The food industry has changed dramatically over the past five years.
With online ordering becoming popular among consumers, brands have started to see a slow dip in their sales due to it taking a hefty number of steps to complete an online order.
Once Domino’s understood that was an issue, they revamped their website.
Now, it only took customers a few steps to order, compared to the more than 25 steps beforehand. The company’s conversion rates rose substantially.
Their online orders as a whole increased too, now making up more than 60 percent of Domino’s total orders.
Now that’s an excellent restaurant marketing example!
Hyundai
The car industry has seen a massive shift in how people buy a vehicle. People are research-oriented now, especially when it comes to car dealerships — that why it’s critical to get in front of the user at that first step.
Even though most car purchases happen at the actual dealership, the journey starts online.As soon as Hyundai noticed this shift, they changed the way they connected with their customers.
They now offered test drives at not only dealerships but also at a user’s home, office, or hangout spot.
Hyundai also required dealerships to display vehicle prices without any incentives or dealer discounts, making it easy for users to discover the actual cost of a vehicle.
For Hyundai, the revamped shopping experience was a massive success.
Conclusion
In conclusion, the rise of micro-moments presents a unique challenge for businesses and marketers, but it also offers a range of surprising benefits.
As technology continues to evolve and people’s needs and behaviors change, it is important for businesses to stay ahead of the curve and adapt to micro-moments marketing.
There are key point to remember:
Meeting consumer needs at every moment.
The previous age of information just churned out information. Admittedly, people were in love with the new and improved Internet and its ability to give information. That’s history now. Gone.
In recent years, our smartphones meant marketers lost their audience’s attention. News abounded about our diminishing attention spans. YouTube and Facebook had five-second ads.
Consumer behavior and expectations have changed marketing forever. Every message, every ad, competes for your target audience’s attention.
The age of assistance: only relevant content is visible
Today, the age of information has evolved to the age of assistance. Marketers only get attention by being absolutely relevant and helpful during short interactions when their audiences happen to be receptive to content — and these moments are small and fragmented.
Micro-moments: see or predict a need, fill that need, get that customer
Micro-moments have a huge impact in conversions because 90% of consumers don’t care about brands or don’t have specific brands in mind when they begin looking things up online.
Even when you don’t get conversions, micro-moments are big drivers of brand awareness. More than 50% of smartphone users discovered a brand or product while doing a search.
As long as you’re in the right place at the right moment, you’ll get or connect to that customer
— I work with SaaS companies and am a specialist in content marketing strategy and conversion optimization.
