Making Micro-Moments Magic
These days it’s all about micro-moments! These are, according to Google “critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.”
But what are micro-moments and how have they transformed the journey of the internet shopper?
Micro-moments are the moments when customers turn to a device – usually a smartphone – to take action on whatever they need or want right now. The constant availability of mobile devices means that consumers can now take immediate action to address their needs, in one of the following four ways:
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
Image courtesy of http://www.googblogs.com/tag/micro-moments/
According to Google, 82% of smartphone users say they consult their phones on purchases they’re about to make in a store, and 91% of them turn to their phones for ideas in the middle of a task.
This – combined with data from eMarketer that predicts a doubling in global mobile ad spend from $100 billion in 2016 to nearly $200 billion in 2019 (over 70% of digital ad spend worldwide) – equates to a game changer for both advertisers and consumers.
The behaviour of the internet shopper has therefore fundamentally changed. Mobile is now a lifestyle not just a device. This means that as marketers we have got to recalibrate our mobile strategies.
Consumers are not just using their mobile devices as a convenient substitute for desktop computers: they are using them in many new different ways that weren’t previously possible.
So what are the implications for marketers?
How can we ensure that micro moments are captured moments?
In many ways these moments are an open invitation to engage, and therefore they are the moments we need to be ready for. The three main keys to success in capturing micro moments are:
- Be There
- Be Useful
- Be Quick
1. Be There: Understanding how micro-moments begin
The origins of both I-want-to-do and I-want-to-know moments are incredibly varied. As a marketer you need to anticipate the micro-moments for users in your sector, and then be available to fulfil their needs when those moments occur.
Such needs can arise from a practical need for a product or service, or a cultural trend which can influence consumer behaviour. Searching local SEO to identify the current influences in your community can help to identify existing wishes and needs.
2. Be Useful: Give them what they’re looking for
Micro-moments are consumer led. You need to be relevant to their needs in the moment and connect people to the answers they’re looking for.
Gone are the days of trying to manipulate customer requirements to the products and – especially – services available. Consumers are now more demanding and if you aren’t prepared to step up and meet those demands then someone else will!
3. Be Quick: Investing in mobile UX
According to Google, 29% of smartphone users will immediately navigate away from any website or app that for some reason doesn’t satisfy them. The main reasons for navigating away from a website are slow loading (70%) and too many steps to reach information or purchase (67%).
These statistics make it clear – particularly if you want to remain a competitive local business – that time, effort and money need to be dedicated to creating the best possible mobile user experience. Mobile users want to know, go, and buy swiftly, so if your mobile experience is not up to that then you are risking reputation, rankings, and ultimately revenue.
In conclusion, the mobile explosion has significantly changed the way internet shoppers behave, and as marketers we need to take a fresh look at the customer journey in light of this.
At Xcite Digital, we believe that using the micro-moments framework will become an increasingly useful way of understanding and meeting customer needs, and it is a topic that we shall return to in this blog in due course!
Author: Emily Williams