Strategic Marketing Tip: Micro-Moments can give you a Competitive Edge

i want more by veruca salt

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“I WANT IT NOW”

That may have been famously demanded by Veruca Salt in Charlie and The Chocolate Factory, but it’s also what consumers are demanding.

They want immediate answers, with real-time relevance as they make decisions faster than ever before.

This behavioural change is facilitated by the ever increasing use of smartphones. No longer simply for making calls, our phones have become the versatile computing devices we turn to when researching a product or looking for instructions. And our expectations of instant gratification are severely elevated.

These “I want-to-know,” “I want-to-do,” “I-want-to-go,” and “I want-to-buy” moments are what Google defines as “micro-moments”. They are a battleground for brands.

What are micro-moments?

A micro-moment occurs every time we turn to our phones to act on a need to learn something, do something, discover something, watch something, or buy something.

googles four micro moments

Why should my business bother with micro-moments?

Micro-moments are critical touch points within today’s customer journey. When added together, they ultimately determine how that journey ends.

They are an intent-focused slice of the consumer journey – an opportunity for brands to capitalise on the chance to interact with their consumers at a moment in time when consumer preferences are being shaped.

Brands who do the best job of addressing the needs of consumers in micro-moments will naturally enjoy a huge competitive advantage. The data from Google on this couldn’t be clearer!

Many consumers aren’t brand-committed

90% of smartphone users are not absolutely certain of the specific brand they want to buy from when they begin looking for information online.

You get a shot at your competitor’s customers

A third of smartphone users have purchased from a company or brand other than the one they intended to.

Your presence can drive brand awareness goals

More than half (51%) of smartphone users have discovered a new company or product when conducting a search on their smartphones.

phone showing instant search result

How do I take advantage of micro-moments?

With 65% of users looking for the most relevant information, regardless of the company providing the information, businesses must battle to earn a customer’s consideration and take action continuously.

People are more loyal to their own individual needs at the moment than any particular brand.

STEP 1: Be There

You’ve got to anticipate the micro-moments for users in your industry, and then commit to being there to help when those moments occur.

Key questions to ask yourself:

  • Do I have a presence for most-searched topics related to my business?
  • Am I communicating with people at all stages of the customer journey, or only when they are ready to buy?
  • Am I considering the various contexts and needs at each stage of the customer buying journey and adjusting my strategy accordingly?

STEP 2: Be Useful

You’ve got to be relevant to consumers’ needs in the micro-moment and connect them to the answers they’re looking for.

Key questions to ask yourself:

  • What do consumers want to learn about my area of expertise, products, or services? Do I have content that answers their questions?
  • Do consumers want to visit my business? Am I helping them find nearby locations?
  • What are consumers doing with my product or service? Do they have access to “how-to” video content to support their efforts?

STEP 3: Be Quick

They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. Your mobile experience for consumers has to be fast and frictionless.

Key questions to ask yourself:

  • What is the key action I want users to take on my mobile site or app? How long does it take to perform it? (TIP: If it takes more than a few minutes, it’s time to streamline).
  • Which functions on my mobile site are absolutely, positively, undeniably essential for the customer?
  • What do I already know about my customer that can help me to anticipate their needs?
  • How long does it take for my website to load? The PageSpeed Insights tool can help you engage your team on improvements.

hand holding mobile phone

 


Today’s consumers experience an average of 150 micro-moments every day. The key for businesses now is to understand that their brand isn’t the centre of the customer’s world.

So rather than trying to shape your audience around your brand, focus instead on capturing the attention of your target customers by being present, being relevant, and being helpful. This is the least you can do in the few seconds you have to earn their attention and trust!

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