20 Jun 5 Winning Micro-Moments
Take a moment to consider the number of times you’ve instinctively turned to your smartphone when you need something immediately – the definition to a word; the specs of an electronic you are considering; or simply checking the news headlines in your notifications. Google conceived the term ‘micro-moments’ to describe these intent-loaded moments when consumers expect immediate delivery of what they are looking for in the moment they need it. There are three fundamental pillars of micro moments (defined by Google): intent, context and immediacy.
Intrepid frontrunners in the progressively competitive market space will be the brands that create unique experiences and provide valuable information in the moments that matter most. Google advises that creating unique experiences and providing valuable information in the moments that matter (as opposed to seizing the opportunity to deliver a sales pitch), has more impact and benefits both the audience and the brand
Customers might discover some of your major linear customer touch points along their journey however, they may do so in an order of their own choosing; one micro-moment sized portion at a time. It might be time to consider updating your mobile marketing strategies with a few small adjustments that might give you the advantage.
The (micro) moment of truth.
1. Identify and analyse. Know what questions your target consumers are asking. Have your digital marketing team or agency partners study common questions that begin with words like ‘’what’’, ‘’where’’, and ‘’how’’ – for your specific brand or industry. These questions are an opportunity for you to be there for the consumer when it matters.
2. Guide customers on their journey with SEO-optimised content. Your focus should be delivering a customer-centric user experience that is authentic, relevant and feels personal by delivering location-based, real-time content. In a Google study, it was found that 82% of smartphone carriers turn to their mobile devices while they are standing in a store deciding which product to buy – 1 in 10 customers decide on a different product based on quick mobile research.
3. Become the locus of information when online audiences need assistance and questions answered. Consumers demand online experiences that feel personal and address their unique needs in real-time. You have to be the source of information audiences consider when they are about to take on a task, for example. Google notes that 73% of consumers believe that when it comes to choosing between brands, a brand’s consistency in communicating useful information is the most important factor.
4. Optimise for mobile. Your brand experience should be maintained across touchpoints and channels. A seamless journey across screens will cover various points in the conversion funnel. Google revealed that, 69% of smartphone users who travel for leisure search for travel ideas during spare moments. However, if a website is not optimised for mobile, only 23% go on to make a booking through the site.
5. Seize your (micro) moment. If you are a bricks and mortar business, invest in local search marketing to serve micro-moments at optimal moments, when they happen. An estimated 80% of “Near Me” searches are now done on mobile devices.
Rekindle your digital marketing efforts with micro-moments
We may be spending less time on a website overall (because we have clear intent in mind when we go online), however, these micro moment visits can have significant short-term and long-term impact on the performance of your brand. Between 2009 and 2016, the share of mobile website traffic worldwide went up by 9.7% – mobile web traffic currently accounts for 38.6% of web page visits – yet the average time spent per website visit has decreased by 18%. Google highlights three strategies that you should take into account if you are going to win micro-moments:
Be there
This means anticipating the micro-moments for users in your industry and then committing to offering assistance when the moments do occur.
Be useful
Keep in mind that you have to be relevant and link people to the answers they are searching for.
Be quick
People who use mobile devices to search for something are looking for instantaneous result. They want to know, go or make a purchase in the moment -right here, fight now. You have to ensure a user experience that is quick and frictionless.
According to Google there are four moments where your brand can make an impact and have significance:
I-want-to-know moments
I-want-to-do moments
I-want-to-buy moments
I-want-to-go moments
Daily online sessions have become less predictable. People find small gaps throughout the day to check something specific on the web – increasingly this happens on mobile devices such as smartphones. We go online more frequently but these interactions happen erratically. It is during these short bursts of attention where decisions are made and brand preferences are formed.
South Africa is a mobile country, points out Stuart Thomas – senior reporter at Memeburn There are now more sim cards than there are people. In 2014, the country underwent a mobile penetration that was estimated at 128%, according to a survey by Effective measure. The results of the survey revealed that of all the people who access the internet, over 80% use smartphones to go online
Become a victor in the battle for micro-moments and build brand preference
The advent of mobile has presented marketers with greater avenues to connect with consumers. Producing useful content that engages consumers in a meaningful way and ensuring the best possible user experience could be your answer to building brand preference and winning audience’s attention. Connect with the right design and technology partners to guarantee that you remain a formidable contender in the battle of brand preference and audience’s attention.