Are you one of those people who picks up their phone first thing in the morning and checks it right before bed? Well, truth is, a lot of us are.
The rise of mobile has allowed people to be more connected to the world more than ever before. As you know, humans are easily distracted by everyday thoughts and things going on around them. And, we love being on our mobile devices, whether we’re on our daily commute to work, hanging out with friends, or even watching TV.
Makes us wonder why our phones seem way more entertaining than the actual entertainment in front of us. Part of that has to do with phone addiction and social anxiety online. But there are ways that brands could use that to drive awareness and traffic.
According to a study by WhistleOut, millennials spend about 3.7 hours a day on their phone and Gen X spends an average of 3 hours a day on their phone. During those hours, we typically pick up our phones about 60 times a day, which leaves a bunch of opportunities for marketers to capitalize on those micro-moments.
What Are Micro-Moments?
Micro-moments fall into four key categories identified by Google. They are those moments when we pick up our phones throughout the day to check how many likes we had on the post we uploaded earlier.
They also consist of those moments when we have a burning question on our minds and need to know the answer right away so we decide to do a quick Google search.
Maybe you're sitting on the metro and see a really cool hairstyle you might want to try so you look up a YouTube video on how to do it.
Or, you could be in a new part of town for a weekend getaway and want to look for the nearest Target to stock up on essentials.
What all these scenarios have in common is that they all come down to the human need to know, go, do, or buy.
All these scenarios have intent to them and they aren’t necessarily long web sessions either. We like to do things quickly, so why would a web search be anything other than that?
These micro-moments are opportunities for brands to meet customers where they are searching for information in that exact moment. But how do you do that?
How Do Micro-Moments Influence Decision Making?
When consumers are in those micro-moments, they have high expectations and low patience, which makes it even more essential for brands to deliver relevant results and influence purchase decisions.
A user may have found the information they needed to make a decision, but there’s always a chance that they will change their mind based on the information they find. For example, maybe the reviews on a product they’re looking for aren't great so they choose a different brand.
This is your chance to influence those decisions and guide the user through your website journey.
How to Capitalize on Micro-Moments
Understand your customers and their journeys
Companies need to take the time to dive deep into who their customers are and understand their behaviors and purchasing decisions to anticipate their needs. This will allow you to deliver information that caters to their needs in those moments.
While analyzing data is helpful in understanding your customers, companies will need to put additional resources into predictive analytics and advanced data technology with cross-channel attribution to be able to anticipate when those micro-moments will occur.
The companies that do take advantage of these tools and insights will be able to provide users with more personalized experiences before the consumer even finds the need for them. This is part of that high expectation that happens when users are searching for a need.
By identifying those customer touchpoints that happen throughout their online journeys, companies will be able to learn what customers want and what their pain points are, which is all information you need to know in order to show up during those touchpoints.
Capitalizing on these moments means being there in the moments of need. Once you have a full view of your customers and their behaviors, you’ll be able to create a detailed strategy in order to reach these users across different channels.
As we know, the customer journey isn’t linear anymore and people aren’t searching on only one device. They are searching on mobile when they’re on-the-go and then they may make the actual purchase on their computers.
Either way, being able to show up in those relevant searches across different channels is key.
Showing up at the right time is only half of the battle. The other half is delivering relevant content to the user.
This will require knowing how people are searching, whether it’s voice search or question-based searches and what keywords they’re using to find information.
Knowing those search behaviors will help you create the content that will provide them with helpful answers to their questions, concerns, needs, and wants while providing value to the user at the same time.
Because we know people want quick answers, it’s important to consider the length of the content you deliver as well. Snackable, bite-sized content tends to work best in these scenarios as they can view, read, interact with it quickly and move on to the next step in their journey.
Let’s say you showed up at the right time with helpful content and now the user is on your website. Now you have to be able to provide them with an optimized user experience and make it easy for them to make a purchase on your website.
You can do so by providing users with various options to buy, having a secure checkout, and making sure they take the minimal amount of clicks to make the purchase.
The brands that succeed in these micro-moments will be able to meet those consumer demands as long as they have a full understanding of their customer data and a plan for how to help them at every single stage of their online journey from discovery to purchase.
There’s nothing worse than finding exactly what you need and then landing on a 404 page or a page that loads very slowly or a website that doesn’t render properly on a mobile device.
Like we stated earlier, customers have high expectations and low patience, so speed and ease of use is very important once you get the user to your website.
Don’t Let the Moment Slip Away
As you start implementing your strategy for these micro-moments, it’s important to track leads, keywords, and all the data you get from these interactions.
By analyzing that data, you’ll get an even better picture as you start to see whether your strategy and tactics are working effectively. If not, then that’s a cue to change some things around, but either way, it’s additional information you’re getting that can help improve your approach.
Although we know the old-liner buying funnel is no longer relevant to how users search online, there are still many who rely on that same funnel today to make marketing decisions. The good thing is, that leaves a lot of opportunity for companies to leverage micro-moment marketing.
So don’t let those moments slip away and take advantage of those untapped opportunities as they can potentially help you bring in additional leads and revenue.
With offices in Washington, D.C. and Los Angeles, CA, New Target provides digital strategy, web design, web development, data integration, application hosting, and online marketing for prominent national associations, corporations, and government agencies.
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