The Power of Micro-Moments in the Digital Space

Quick social media facts before we dive in

- There are 3.5 billion people using social media

- People spend nearly two hours on social media every day

- Brands have 3 seconds to get the attention of any consumer

Micro-Moments are the critical touchpoint at which consumers are acting on a need. According to Google, it is said to be the “intent-rich moments when a person turns to a device to act on a need — to know (or learn about something), go somewhere, do something, or buy. ”

The four types of Micro-Moments you need to know as you journey in the digital space are:

• I want to know moments:

This is when a consumer is exploring or researching but isn’t necessarily in purchase mode.

• I want to go moments:

This is when a consumer is looking for information about a local business or considering making a purchase in a nearby store.

• I want to do moments:

This is when a consumer needs assistance in completing a task or trying something new.

• I want to buy moments:

When a user wants to make a purchase and needs help to decide what to purchase or how to buy it.

An average consumer spends at least 5 hours daily on their smartphones and according to current research done by Google, consumers experience an average of these micro-moments 150 times a day. The digital space is has reached “content shock.” This means people simply cannot consume more content than they already are. There are a ton of ads, tweets, texts, push notifications, email, and social media updates on social media and people are getting sick of the entire experience.

Due to this, businesses have had to seek different ways to communicate with their target audience and capture their attention amidst the social media “noise”, this is where Micro-moments come to play. This is the new approach to digital marketing, the ability to capture your audience and deliver what your consumer would need all through their customer journey.

A brand’s ability, therefore, to deliver what consumers are looking for that creates the full micro-moment experience.

How This Affect Your Business

In order to grasp the attention of your target audience, you have only a few seconds. You’ll need to shift your marketing approach (including your visual, copy and also SEO) to focus on being there for users at each of these moments.

You need to understand these moments and provide what the consumers expect. This will not only increase your mobile conversion rate, but it will also increase brand engagement since you’re more relevant to your customer.

Consumers have evolved and are currently looking for more “right here, right now” experiences. We want what we want when we want it, and we are too distracted with many things and cannot wait so whoever can give us what we want as fast as possible definitely has our attention.

How to Prepare For Customers

One sure way to prepare for micro-moments is to anticipate questions your ideal customer would have in their “I want to know, go, do or buy” moments and make sure you have answers ready. Google advises that you use your smartphone to perform some of the top searches related to your category and see if your website shows up, as 65% of users always search with their smartphone.

Also, have SEO optimized content for those moments in your website, blogs or wherever you are sharing content and make it easy for customers to locate you through each stage of the consumer journey — from brand awareness to after the sale.

In all, the goal is to ensure customers find you in their micro-moments, in their “I want to Know” moments by having a chunk of content on the ground when they search for things around what you do.

In their ‘I want to Go’ moments, you might want to use Google my business to make sure your business is visible to those around you.

In their ‘I want to Do’ moments by leveraging on YouTube videos to create helpful content and in their ‘I want to buy’ moments by always talking about your product or service.

With this, you would be able to capture the attention of your target audience in the saturated digital space and in the long run generate more sales.

If you stumbled on this blog while in your ‘I want to know’ moment, I hope this came in handy. Remember that sharing is caring