Have you ever had an argument with a friend and instinctively picked up your phone for use to see who was right? Or to edgily reach that point for ice cream cravings that led to an autopilot search for the nearest gelato place on your smartphone? Ever searched for a Youtube tutorial on how to assemble that attractive furniture set that propelled your purchase in the first place? And perhaps, you had to search for reviews on products when at loss in decision-making at the supermarket?
Surely you´ve seen yourself more than once in either of these situation and its increasing common occurrence by the day. Yes? Well these situations, unbeknownst to us, the keys in Mobile Marketing and to which has led for Google in creating the term, Micro-moments.
A Consumer´s Journey in Fragments.
To which the principle cause is the arrival of the revolutionary smartphones. These intellectual technologies have radically changed our ways in correlation to be connected at all times. Now it is possible to find solutions towards to our needs anytime and anywhere in the fastest and most efficient way possible.
When searching for information on a topic or wanting to buy a product online, we no longer have to sit ourselves at the computer once we arrive home to do so. Instead, we´ve the privilege to perform the deed while we wait for the bus. The journey of a consumer is broken into many micro-moments, and it is from moments when we demand for answers is when we are instantaneously connected to brands who then grab the opportunity to market to us in contact.
These micro-moments (in which each industry are different) are categorized by Google according to these 4 criteria:
- I WANT TO KNOW: The need for information and research without a clear intention to purchase is a key moment. Online searches grow (65% of users seek online more compared to few years ago) and mobile searches are increasing. It also appears that the search results are not just of any sort:
Studies demonstrate that it is possible to increase spontaneous brand awareness by 6.9%, or 49% simply by appearing in the search ads for mobile devices.
- I WANT TO GO: At this point where the consumer seeks to connect with the physical world, it is of great importance to the local component. More than 61% of users prefer to buy brands with customized products according to where they are traced. Location maps hence becomes vital:
200% – Searches in kind of ¨close to me¨ had increased up to 200% last year.
- I WANT TO DO: 91% of people seek information on their mobile whilst performing another task. We seek instructions for almost everything. And an element here that becomes of an importance, would be Tutorials:
70% – ´How To¨ searches on Youtube has increased up to 70% respectively last year.
I WANT TO BUY: A crucial moment when smartphones are not the only medium to purchase what we want and need, it is now also tool to help us make decisions:
82% – Smartphone users consult their phones while in a store.
Intention, Context and Immediacy
As they are thousands of varied micro-moments, it implies the differences between the needs of users. There is no correlation between the situation of a user in search for potato omelet recipe, and a worried set of parents in search for a pharmacy at 3am for their ill son. Consumer intentions and context must be taken into account for each brand to strive towards determining the intentions and context of their target audience and how to meet their needs.
The one thing that does not change in most cases is immediacy. Smartphone users connect to the Internet more so but, in turn, navigate in least amount of time, with a necessary quick and efficient experience. The ´micro-moment´ terminology is undoubtedly no coincidence.
What Should Brands Do?
For the brands, micro-moments are ultimately opportunities to influence users and their decisions. For Google, these are real battlegrounds for brands hence which could either subject to failure, or on the contrary, breakthrough success. The 3 keys:
- Be Present: The first is to identify which micro-moments of users are within the industry and to anticipate them. That is the only way we can prepare for when they actually occur.
- Be Useful: There is no use in being present if no response is meted towards the needs of consumers. For example, buying a product of a brand we did not have in mind, is more of a commonality than we think (up to 51% in occasion).
- Be Quick: Optimize your web or mobile app because in the vast majority of cases (if not all), users want answers NOW. Thus, the loading speed or steps needed to make a purchase are the determinants.
When we would elaborate and implement micro-moment strategies and to analyze the situation, must we analyze data in isolation (as each separate window) or must we study it as a whole? The closest to reality would be the latter, like it or not, consumers are of multi-device: As akin to using the mobile phone for information, calling in for specification, and at end finalizing the purchase on the PC. The PC is given prominence as, if where the conversion is done unfairly, meaning can be found in global metrics while account devices, channels and equipment to be taken into account to project a veritable outlook.
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