Micro-moments

christopher

So what is a micro-moment?

An intent-rich moment when a consumer instinctively reaches for a device to act on a need, whether to know, go, do, or buy. This device is usually a smartphone for most consumers, the easiest way to get information quickly. According to research by Google, 91% of smartphone users look up information on their devices while performing a task; 82% consult their phone while in a store, trying to make their minds up on what product to buy. As a result, one out of every ten users ends up choosing a different product than what they were planning to purchase. 

When a micro-moment occurs, customer expectations are highest, as everything is available within a few taps. As a result, the micro-moments concept is gradually changing how marketers and buyers interact. Nowadays, a significant part of customer journeys is digital. That number is continuously increasing as the customer journey often takes place in real-time, intent-driven micro-moments. Therefore, each moment is an excellent opportunity for companies to influence the customers’ decisions and preferences. Consequently, marketing specialists must have their service prepared for each of the four micro-moments to satisfy the high customer expectations. 

Due to all available information, modern consumers, especially smartphone users, are becoming less loyal. 90% of smartphone users are unsure of the brand they would like to buy when googling information. That leaves them easily influenced by brands that are concentrating their marketing strategies on micro-moments. Not only that, but every third smartphone user is susceptible to changing their opinion on the brand they intended to buy after doing online research.  

Another reason to target micro-moments in marketing is that more than half of smartphone users have discovered a new company or product while researching on their smartphones. The high usage of technology nowadays has led to a make-or-break situation for brands; if they prepare well for the micro-moments, they will attract new customers and retain existing ones; if not, the business will go to the competition. 

A company can harness micro-moments in many different ways. Studying internal data and analytics shows how consumers find a company, what devices they are using, and the type of device driving conversions; making sure their website is mobile-friendly is a must. Content is also a great way to appear on people’s smartphones exactly when they’re looking for an answer. The most important way to put micro-moments to use is to understand where mobile usage comes in the marketing strategy and formulate a designated micro-moment strategy, ensuring that the offered service or product shows up in mobile searches. 

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