Micro-moments are moments when consumers’ behavior tells that they want to learn or discover which might later turn into buyers. In this moment decisions are made and preferences are set. Google’s winning the Zero Moment, 2011 has paved the way to micro-moment marketing. Today when we look at our smart phones, we want to know, want to do, and want to buy. These moments are nothing but micro-moment marketing.
Like earlier days, buyers no longer get intimated by regular ads. Customers now proactively look at reviews and ask friends for suggestions. They also conduct their own online research and then take a decision on the purchase. The introduction of the Zero Moment of Truth (ZMOT) pushed marketers to consider new, intentional strategies to enable the brands its visibility that guides consumers to purchase.
Micro-moment promotion or marketing is here to follow-up ZMOT and influenced by the increasingly ubiquitous nature of mobile among consumers. This concept encourages marketers to consider different, real-time, intent-driven micro-moments related to numerous different scenarios that gives the opportunity to shape the customers’ decisions.
Micro-moments and modern marketing
In today’s mobile-orientated world, we can find how consumers think and reacts to online ads. And the marketers need to respond accordingly in order to achieve success and create their brand image. If we keep Google’s data analytics and methods of research in mind, it might help us to understand how marketing decisions are getting influenced and what factors cause the changes.
The purchasing decision is evaluated ‘in-the-moment’, thanks to the smartphones that the consumers own now. Now they need not be present in the physical form to do the shopping. Through mobile, consumers can instantly search and compare products at the moment. This means marketers have no option but to win these moments by providing on timely and meaningful information. It includes product details, reviews and testimonials.
If something is needed and the consumer does not time to go to the shop to purchase it, if a consumer suddenly thinks to buy something that it needed in a given moment, the idea is to pick the smart phone and make the purchase immediately. Google has found out unexpected places from where the consumers place the order – 39% in the kitchen, 28% in the car, and 21% in the bathroom.
The search becomes important in moments like this and is considered as the key factor in online buying. But here one thing should be remembered, in order to ensure the deal, the marketers need to make sure that the mobile experience is consistent throughout. The user experience and shopping process must be simple to make things easy for the consumer. This means products should be easily found followed by a smooth checkout process.
In today’s time people are pursuing big tasks in less time. It lets them do multiple things in less time, without traveling or spending effort otherwise.
People pursue big goals in small moments
We often think that buying a large purchase, such as a new piece of technology, car or even a house, as something that requires dedicated research time carried out in one go. However, nowadays research is conducted in ‘stolen moments’ spread across the day, for example waiting in a queue, during a lunchtime break or sitting in an airport or train station.
The micro-moment action plan
In order to be there when our customers need us, Google offers the following advice:
- Make map of moments
Identify a set of moments you want to win or can’t afford to lose by examining all key phases of the consumer journey.
- Understand customer needs in-the-moment
In each moment, you want to win, put yourself in the consumer’s shoes. Ask “What would make this easier or faster? What content or features would be most helpful for this moment?”
- Use context to deliver the right experience
Leverage contextual signals like location and time of day to deliver experiences and messages that feel tailor-made for the moment.
- Optimise across the journey
People move seamlessly across screens and channels. Ensure your brand delivers seamlessly in return and doesn’t let competing objectives or department silos stand in the way.
- Measure every moment that matters
While the return on investment for certain moments may not yet be directly measurable, use credible estimates to ensure nothing’s falling through the cracks.