4 Opportunities for Micro-Marketing Moments “To Be There” for Your Clients
In previous article we have talked about Emerging Mobile Trends for 2018, and mobile micro-moments are among them.
Micro-Moments are defined as moments during the day when a consumer instinctively reaches for their smartphone to find something — news, recipes, local stores, etc. Research shows that 96% of users now reach for their smartphones during these moments. Besides, people are twice as likely to use mobile search than other online or offline sources such as store visits or social media.
Here are a few examples of micro moments:
- A smartphone user accesses a site or app because he has heard about a product or service and wants to know more about it. 66% of smartphone users state they do this.
- An “explorer” is looking for something “near me” — perhaps a particular type of food or a hardware store.
- A consumer is looking to make a purchase of a specific item.
- A mobile device user accesses a “how to” video to learn how to do something or how something works.
These examples are all opportunities for micro-marketing moments if the right strategies have been developed.
At a first glance, micro-moments may seem to be insignificant but if the brand gives the needed information fast and in a proper way, then, micro-moments are turning into a customer journey map — a chain of micro-moments, that may or may not end up with a purchase.
All Micro-moments can be divided into 4 main groups:
- I-want-to-know moments. In these moments people are looking for information. They want to know more about some products or services. Businesses can send users notifications in order «to be there» for their potential clients.
- I-want-to-do moments. These are most crucial moments because people need help. Businesses should serve their clients with helpful infirmation on «How to do smth».
- I-want-to-go moments. Now people are ready to make actions and businesses have to give a push with mobile search ads targeted to specific locations.
- I-want-to-buy moments. At these monent people ready to make a purchase and may need help deciding what or how to buy. In this case business can send discounts via push-notifications.
Below are some examples of how companies are using micro-moments to drive sales
Goodyear, the tire manufacturing company.The company made effective use of I-want-to-know micromoments by coming to the conclusion that users are more likely to want answers to questions such as: How do I know if I need new tires? Where do I buy them? How do I check my air pressure?
Once they arrived at this conclusion, they immediately analyzed their mobile sites and made efforts to capitalize on such moments. They tried to make sure that customers would find answers to such solutions through any channel.
Another example of the smart utilization of the I-want-to-go moments is by the Red Roof Inn. The marketing team at Red Roofs realized that whenever airlines would cancel their flights, customers would be searching for the nearest boarding facilities, thus creating an I-want-to-go micromoment. They realized the potential of using localized ad campaigns in these specific moments. As a direct result, their bookings through organic traffic increased by more than half. Another hotel group, The Priceline Group also improved its bookings by making use of a similar strategy.
When it came to the I-want-to-do moments, once again we look at the example of a cosmetic brand. This time, it’s M.A.C. The popular brand uses beauty how-to videos to drive up their sales. They even partnered with Google and came up with a brilliant way to engage customers. The gadget directs customers who watch the beauty brand’s ‘Instant Artistry’ how-to videos to a local e-commerce site. M.A.C. even claims that this method of approach led to an increase in sales that far exceeded what they had initially expected.
Sephora is among the brands which realized the potential of the I-want-to-buy moments. The team at Sephora’s noticed that with the evolution of the smartphone as a shopping assistant, whenever a customer was confused between 2 products, they would whip out their mobiles and compare the product reviews for both. Sephora came up with an app that would allow customers to provide information such as product reviews and ratings by simply scanning the item. In addition the app even allows customers to virtually try out makeup to see how it would suit them.
The most important element of using the micromoment marketing tactic is to come up with questions that even customers did not know they had.