Nailing your costumer-journey strategy with Micro-moments
Never before had we lived in a world with everything at the access of our fingertips. As soon as you decide you want something, you can have it using your phone 📱.
Hungry? Order from Deliveroo without moving from your couch 🍔
Bored? Open Netflix and binge-watch an entire series đź’»
Need a ride? Use Uber and be on your way in minutes đźš—
Technology has made consumers lazy: they now want immediate gratification, and they’re making decisions faster than ever before.
Google has introduced a new term for these “I want it NOW” kind of moments, where we turn to our phones to make a decision: Micro-moments.
According to Google:
“Micro-moments occur when people reflexively turn to a device — increasingly a smartphone — 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.”
In other words, a Micro-moment is when we connect to consult something online that will have an impact on our immediate decision-making in the real world.
Let’s have a look at the different types
According to Google, micro-moments can be subdivided into:
Leveraging micro-moments to improve your marketing
Before the rapid adoption of the internet, purchases were often planned in advance. People would have to plan out their day to go to the shopping mall, for example. But today, these micro-moments are critical touchpoints within the consumer buying process and are driving a big chunk of our purchasing decisions, without us even moving from our couches.
When we look at the data, it’s easy to understand just how important these micro-moments can be to leverage marketing. Here are some figures from Google:
- 76% of users who perform a search from their mobile device will visit the physical store within 24 hours and 28% will end in a purchase.
- 82% of smartphone users use the phone minutes before making a purchase and 91% use it to consult ideas in the middle of tasks.
- 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.
Let’s take a look at an example
Waze is a great illustration of how micro-moments may be used in advertising. Indeed, the software recognizes when the vehicle is stopped in order to display advertising pop-ups relevant to the user’s location.
For instance, the driver is stuck in traffic during lunchtime. Waze will then display an insert with a restaurant recommendation near the user’s current location. To adjust the route, the app also includes a “go” option.
Micro-moments are critical for marketers because they represent the best opportunity for a brand to enter the lives of consumers in a time where they are seeking the best solution to a problem, are willing to listen, and want an answer within seconds.
Understanding these micro-moments will give you a better understanding of your customer journey by allowing you to identify the best moments to implement your marketing strategy.
About this article
This article has been written by a student on the Grenoble Ecole de Management’s Advanced Masters in Digital Strategy Management. As part of a content creation assignment, students are given the task of writing articles based on their digital interests and disseminate the articles online. Articles are marked but we make minimal changes to the content. Thanks for reading! James Barisic, Programme Director, MS DSM.
