Have You Considered Micro-Moments Marketing?
We want things right and we want them right away.
Have you ever come across a beautiful dress on a fashion website and immediately think to yourself “I want it now”? Before long, you have already typed in your credit card information in the website’s checkout page, eagerly imagining yourself wearing the dress for your next date.
Modern consumers are making purchasing decisions faster than before. This behavior is undoubtedly enabled by the rise of mobile marketing. The widespread adoption of mobile devices, as well as the overall advancement of technology eventually leads to a new type of marketing: micro-moments marketing.
What is Micro-Moments Marketing?
To understand micro-moments marketing, first, you need to understand what micro-moments are.
Micro-moments are the short period of time when people’s preferences are shaped and decisions are made.
According to Think with Google, consumers experience on average 150 times of different micro-moments on a single day. These micro-moments could include purchasing moments, researching moments, or even discovering moments. As a brand, you can turn to these micro-moments to elevate your marketing performance.
The notion of micro-moments marketing, thus, revolves around these micro-moments where people turn to their mobile devices to act on a specific need.
So, What does It Mean for Marketers?
Today, we live in a state where there are just too much content to consume. Imagine, with the humongous number of ads, deals, emails, tweets, or push notifications, among a few, that constantly come knocking at every corner of our digital life, it’s no wonder that the competition in the digital marketing land becomes fiercer than ever.
Brands need to make sure that their content and message reach these over-saturated prospects and capture their attention. To do that, they need to know exactly how to leverage micro-moments and what those moments look like for them and their customers.
This is how micro-moments marketing can help.
Why Should You Do It Then?
— Advantages of Micro-Moments Marketing
We as consumers are mostly using our smartphones or tablets to search for a certain business, product or service that can fulfill our immediate need. Harnessing these moments effectively to address these needs is the key to the success of micro-moments marketing.
Deliver relevant content
With shorter attention span, people are technically almost immune to ads. That’s why brands need to formulate a specific strategy to not only reach their target market at the right moment, but also craft a tailored message that is easy to digest. Micro-moments marketing helps brands to create relevant content that offers value by providing information that the consumers want at the time they need it.
Raise brand awareness
Micro-moments marketing helps brands to identify relevant topics or subjects that will help them to increase their brand awareness among their audience. It makes sure that brands stay on top-of-mind of their consumers in the moment they need it the most. For example, brands can develop a post that answer common questions that might come up when audience doing research on their products or services.
Encourage consumers to take actions
The key to micro-moment marketing is to embrace the idea that brands have a mere few seconds to capture the attention of the target consumer. In those nanoseconds, micro-moments marketing can guide brands to convey a seamless and concise message that is relevant and of interest to consumers, which in turn will give consumers multiple ways to take certain actions that are beneficial to the brands, as easy as possible, i.e. to make a purchase or to subscribe.
Gain competitive advantage
Even now, most brands still stick to the traditional linear marketing funnel. Investing on micro-moments marketing now will provide brands with plenty of opportunities to fulfill their user’s expectations ahead of the game. Brands can offer resources and information that consumers need to meet their desire, leading to a potential increase in conversions and brand loyalty.
Over to You
There’s no doubt, understand your customers is the key to success in marketing. With the increasing role of technology in our day-to-day lives, micro-moments will only become more important and common.
“Micro-moments have become the footsteps that lead people to your store or desktop site”. — Matt Lawson
Micro-moment marketing is an effective strategy to improve your customer’s journey and brand awareness, as well as increase your company’s profits and accelerate growth.
How do you apply micro-moments marketing in your business?
=======================================
Viral Access is an AI and data-driven social communication company — we help you tell your story through social media. We pair your brand with relevant micro and nano influencers that help you increase awareness, engagement and conversion. We have the systems and team in place to support large scale communications throughout Asia.
For business inquiries, contact us at: info@viralaccess.asia.
