How to Succeed in a Micro-Moment World
The popularity of mobile technology has had a significant impact on eCommerce and marketing lately. Brands today find themselves in a unique situation as they are expected to be able to respond to consumer needs at any given moment in real-time.
This is a direct result of ubiquity and portability of smart mobile devices that are connected to the internet. Whether it’s a smartphone or a tablet, consumers can now experience micro-moments at anytime, anywhere.
As its importance grows in digital marketing, brands can’t afford to ignore the value of hybrid marketing that can elevate multiple strategies within the marketing funnel.
What are Micro-Moments?
Micro-moments can be defined as critical touch points within the modern consumer’s journey. When all the variables are put together, they will finally determine how that journey will end.
According to Google, these internet-rich moments take place whenever people “reflexively” turn to their device to do any or all of the following:
- Buy something
- Discover something
- Do something
- Learn something
- Watch something
Think about it for a minute. What device are you using to access this blog post? Is it your smartphone? If not, is your mobile device within reach? If you answered “yes” to the last two questions, you are just like the rest of us (most of us anyway).
According to the Pew Research Center, 95% of American adults own a mobile device, 77% of them own a smartphone. Further, 46% smartphone users basically state that they’re addicted to their devices as they can’t seem to be able to live without it.
It’s also good to note that 87% of millennials stated that they always have their smartphone by them day or night. This is not really a big surprise as rising mobile use has changed consumer behavior. People (including myself) engage with these devices throughout the day. As a result, the buyer’s journey is now fragmented between devices in micro-moments.
So if you want to succeed in this new frontier, brands must be able to meet consumer needs in real-time or get left behind. Here are some tips to help you succeed in this micro-moment world.
1. Understand the Importance of Micro-Moments
To succeed, the first step is to understand the importance of micro-moments. In today’s smart world, we don’t call our friends for recommendations anymore, we pull out our smartphones.
For example, if you are in a new city and want to look for a hotel to spend the night, what do you do? You turn to your smartphone to help make a decision. The same is true for food, travel, and entertainment.
So whenever people pull out their smartphone in their time of need, it creates a great opportunity for brands to engage and convert. This is reflected in Google searches as more than half take place on a mobile device.
As a result, mobile ad spend is expected to double from $100 billion in 2016 to $200 billion in 2019 (accounting for 70% of digital ad spend worldwide).
So if your brand isn’t ready to compete, you will have to accept the fact that it will be quickly replaced by another. With 82% of smartphone users stating that they consult their phones before making an in-store purchase, this phenomenon will also have a direct impact on your business in the “real” physical world.
2. Anticipation is Key to Visibility
Before you start to anticipate these micro-moments, you’ll have to first understand the user path or the structure and adapt it to your specific vertical.
Google’s micro-moment structure looks like this:
- I want to know
- I want to go
- I want to do
- I want to buy
But these can only be categorized and mapped out properly when classified into different types of consumer journeys that are supported by additional research. Whichever way you choose to go about it, the consumer’s intent has to be segmented appropriately.
The keywords will play an important role in this phase and will allow you to plan your future strategies and develop them accordingly.
As consumers have grown to expect a real-time response from brand to fulfill their needs, brands need to anticipate these needs to ensure that it shows up across all stages of the consumer journey. This also means that brand perception needs to be enhanced by delivering better in-store and out of store experiences.
3. Deliver Real Value
Brands must strive to consistently deliver real value because 69% of online consumers stated that timing, quality, and relevance of the brand’s messages influences their personal opinions. So if the content is paired with the right timing, it will be able to drive conversion rates.
For example, when Unilever figured out that they were not meeting the demand when it came to information about hair, they took advantage of search term data to predict trends. This, in turn, led to the creation of a YouTube channel that was able to provide answers to consumers’ questions.
This turn of events led to Unilever’s YouTube channel (All Things Hair, UK) becoming the number one hair brand channel within just ten weeks.
4. Be Quick or Be Dead
The race is going to be fierce, so will your brand be able to keep up?