Remember when we all looked for the big opportunity to reach a massive audience with a single brand message? We searched for the Super Bowl ad opportunity that would engage the masses and guide them to our products and services. It was the big bang theory of our brand universe. Well, like most things in the marketing and advertising world, that’s all changed. Now it’s just as important for our brands to be engaged in what Google has dubbed, “micro-moments”. Now micro is massive.
Micro-moments are those intent-driven impulse actions we now take because we can. Mobile has changed our lives and our expectations of brands. When we find ourselves wanting to know something, needing something, going someplace, or experiencing some activity, we are now equipped for instant gratification. Brands must understand this and strategize to capitalize in the moment. The consumer journey is now a series of intent-driven micro-moments, and we act on impulse.
- I want to know Moments
- I want to go Moments
- I want to do Moments
- I want to buy Moments
When consumers find themselves in the moment, they take immediate action no matter where they are or what time it may be. Smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something. For brands to thrive in this environment, they need to plan.
Brands that take the likely scenarios in which consumers will need them into account, will win with mobile. Anticipating need and following a planned strategy to meet people where they are with useful content in meaningful situations guides keywords, influencer relationships, search strategies, mobile user experience, simplified ecommerce experiences and more.
When we act on our needs in a micro-moment, our expectations are high and our patience is low – quality, relevance, and usefulness of marketing are more important than ever. Rethinking where and how your brand can be found is fundamental, and having the right thing to say can be complicated. Your message, your content, and your level of helpfulness must all be calculated to provide your brand the best chance to be selected in a micro-moment.
As consumers, the micro-moments we experience and the brands that accommodate our “in the moment” needs shape our preferences and purchases. Ultimately, the brands that do the best job of addressing our needs will win. This has always been true; however, the rules of the game have changed and the pace of interaction is now lightning fast.
The time it takes for a consumer to go through the purchase funnel has also increased. A shortened sales cycle is good news.
Take a hard look at your products and services, and map out the moments in all phases of the consumer journey where micro-moments may occur. When would consumers want to find inspiration from or about your products, make a quick purchase, or follow your lead?
Use the context of time and location to deliver experiences in real-time that seem like they are perfect for the moment your consumer is experiencing. Tell them about the free appetizer at lunchtime as they’re walking past your restaurant at noon.
Use analytics to measure the performance of your brand on mobile. Micro-moment engagement is not always easily measurable, but you can use your moment map to identify indicators of usage in the moment. From that work information, credible estimates can be made to indicate return on investment.
The Four Steps to
As consumers continue the shift to mobile, and expectations for meeting needs in the moment continue to rise, use these four simple steps recommended by Google to put you on the path to winning the micro-moment.
Being there on mobile, and being there with an experience designed specifically for mobile, is key to shaping decisions and preferences.
Consumers move on quickly and you have a brief moment to catch them. If you aren’t useful in the moment, consumers are likely to move on.
Consumers won’t wait for content to load, or navigation they have to dig through. They expect to move fast and experience instant gratification.
Connect the Dots
You don’t have mobile customers and desktop customers. You just have customers. Organize your teams around a single view of the customer, however they convert.