Marketing In The Micro-moment

Posted by Bill Hunter on Jan 24th, 2017 in Marketing & Design

In a changing digital landscape where customers are on their phones more often than their home computers, it's easy to think of this shift in the context of how a website will look on these smaller screens. While this isn't wrong, it isn't the whole picture.

Having the entire internet in our pockets means we can take immediate action. When we want to learn something, find something, do something, or buy something we can pull out our phones and get the information we need in seconds. These are the moments that really matter, for it is in these micro-moments that our preferences are being shaped.

These micro-moments often start a journey that can result in a big opportunity for your business. Consumers are more receptive to marketing messages when they have a want/need and are seeking to address that need in the moment.

The first moment of impulsive research made possible by smart phones is full of opportunities and this shift in behavior has significantly changed the way businesses should look at the customer journey. Customers are seeking out answers to the questions they have about your product or service. This is the exact moment you want to talk to them about your brand. Make the most of this chance to giving them exactly the kind of information they are seeking.

Making Micro-Moments Count

Don't let the name fool you, micro-moments can represent BIG opportunity. Here are a few ways that you can make the most of them.

  • Map the moments: You can't get where you're going if you don't have a map. The first step to making the most of micro-moments is understanding the moments that make up a consumer's journey from awareness to purchase. What questions might they ask before making their decision?
  • Be there (Wherever that is): A micro-moment can happen anywhere and on any device. To be sure you get the chance to talk to consumers as they make their decisions, your content must be easily accessible on all devices.
  • Win each micro-moment: With your map in hand, start thinking of ways to make each step on the path a little easier or faster for a customer. Answering questions quickly and completely will help move the customer one step closer to making a purchase.

Measure, measure, measure: Customers often have many interactions with a brand before making the decision to purchase. Sadly, businesses often focus only on the final step, the sale. To make the most of micro-moments, be sure your team measures every step on your customer's journey. Don't let these precious opportunities to interact with your customers slip through the cracks.

Understanding the micro-moments marketing concept will help you deliver a better experience for your customers. In the coming months and years, businesses that focus on micro-moments, human-centered behaviors, and expectations will no doubt unlock a new level of powerful consumer engagement.

Need help creating micro-moment marketing ideas for your business? Let our digital team help you map out the journey your customers take and help you make the most of the micro-moments that help shape their decisions.