Last week Eminence was presenting you some key factors for a successful Mobile Marketing Strategy in 2019. Today, we give you a closer look at the micro-moments and explain you more in-depth the detailed components of this fascinating subject.
What are micro-moments?
In our daily life we know it already – it’s the small moments that are making a huge difference.
Micro-moments is a term originally created by Google. In 2015 Google came up with the concept of micro-moments to describe a new consumer behaviour trend. In a world where most of us have smartphones in our pockets, people have started to expect immediate answers when they need to know something, do something, or buy something.
Micro-moments are critical touchpoints within today’s consumer journey, and when we add all these moments together they ultimately determine how this journey ends.
Thanks to mobile, nowadays micro-moments can happen anytime and anywhere. Micro-moments occur when people reflexively turn to a smartphone (or an other device) to act on a need, to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.
Four key micro-moments
According to Google micro-moments are grouped into four categories, which means that the user of a mobile phone is asking for an advice out of four different reasons:
- Want-to-know moments: In this moment, the mobile user wants to know something. He needs information regarding a certain subject or help in a particular situation. This is the first starting-point at which enterprises can be helpful because the user doesn’t know yet what he wants exactly or what he is going to find.
- 66% of the smartphone users turn to their smartphones to learn more about something they saw in a TV commercial.
- Want-to-go moments: In these moments the user is searching for places, which are mostly nearby. Usually, he knows what he is looking for and where he wants to go. Nevertheless, this is not limiting a company to be there for the user and to catch his attention.
- “Near me” searches have grown two times in the past year.
- Want-to-do moments: In these moments the user is looking for detailed explanations; he wants to learn something or do some researches. He wishes to be flexible and not to be restricted to one location.
- Searches related to “how to” on YouTube are growing 70% year-over-year.
- Want-to-buy moments: A want-to-buy moment is the classical case. As the term already reveals, it is about a decision to buy. As a company you have to be there with the right information to conclude successfully the deal.
- 80% of smartphone users consult their mobile phone while they are in a store.
The relevance of the mobile phone in micro-moments
Nowadays the meaning of the smartphone for micro-moments is eminent:
- 87% of the users are carrying their smartphone with them day and night.
- 91% are using their smartphone to seek out for new ideas or to execute a given task.
- 82% are applying their smartphone in the store, to search for information, which could influence their purchase decision.
- Researches handled on the smartphone are leading to a quick transaction.
Identify the needs of your customer
The challenge is to fill some of the billions of micro-moments, which are daily produced with smart content to inspire your target audience with your brand or product in the right moment. You need to know what your customer needs in this particular micro-moment and how to satisfy the concrete information is looking for. At the same time you have to deliver the answer he is looking for in a quick and comprehensible way.
Google is recommending three key factors that each company/brand should consider to transform the micro-moments successfully into micro-opportunities:
You need to be there for your customer and to help him when his micro-moments occur.
Just being there isn’t enough. You need to deliver the useful content at the right micro-moment.
With Mobile First, 60% of the users are deciding quicker than a few years ago. Your mobile content hast to be optimised “Mobile First” to sate quickly your customer’s hunger for information.
How to turn micro-moments into micro-conversions
In order for your micro-moments strategy to be successful you need to integrate it in your existing Inbound-Marketing Strategy. Eminence recommends starting to optimise the following aspects for your micro-moments:
If your website is not adapted yet to “Mobile first” it is high time to do the necessary changes. At the same time, the availability of your content and information should be present on mobile platforms such as Facebook, Instagram & Co.
The design of your content on the respective touchpoints needs to be simple, quick and clear to attract your customer.
You need to optimize your Keywords for the mobile use, in particular to the local and regional search (I want to go and I want to buy). Our agency can help you to find the best Keywords and to integrate them in your strategy.
Micro-content for short, quick and agile decision-making is crucial. A big driver for micro-moments is social media as touchpoints are generated through this channel.
Do you receive regular client’s feedbacks and what are the insights of these feedbacks to optimise for your micro-moments?
Micro-moments are subject to constant trends and changes. According to Google 70% of the companies achieved a higher ROI because they changed their business model and adapted it to Mobile First. Eminence can help you to conduct an effective audit of your company and to adapt it to the micro-moments of your targeted audience in order to make it fit into your personal and successful Mobile Strategy.