These moments are becoming the new hype in the digital marketing world and Google is calling them micro-moments. They are when a searcher turns to their smartphone or other online device to find information about somewhere they want to go, something they want to do, or something they want to buy. Micro-moment marketing is when brands are able to capitalize on their chance to shape the decision making process of the consumer. These moments can sum to an average of 150 times a day, with their experiences giving businesses an opportunity to communicate with their target market and strengthen the customer brand relationship.
What is unique about Micro-Moment Marketing?
A Micro-moment is the differences between passing a billboard on the way to the mall and the consumer's immediate need to locate an answer to what they are searching for. People are overloaded with the many offers, emails, ads, etc. that are being pushed into their world each and every day. With mobile devices being front and center for many during an average day micro-moments are more frequently capturing the consumer's attention.
What needs to be considered when creating Micro-Moment Marketing?
Since consumers are already being bombarded with several series of content each day, the marketers need to know how to still reach them in the very small amount of time they have available. The challenge is to introduce a clear message about what it is being offering and how it is relevant to them, all in a matter of nanoseconds. If one is unsuccessful in delivering the message in time, the consumer is on to read the next current email or ad.
How should marketers adjust their marketing tactics?
It is all about the value being offered to the consumer and how quickly it can be conveyed. Although the production quality is important in order to capture someone's eye, it is shown to be even more important to base the quality on the actual product that is being offered. The other important aspect to consider is the value a consumer will get out of the experience they have with the brand. This can be an offer, discount, or knowledge, to name a few. Without value the consumers are unlikely to continue their engagement.
How does this relate to the consumer decision journey?
The micro-moments are a combination of the devices and channels being used, along with the intent that is being conveyed. They will be research driven to compare different products with the same intent. Other moments are for purchase driven companies which will need to be matched or better then those with similar offers. The best way to begin this journey is for the business to study it's own data and analytics to see how their consumers are finding their business. Armed with this understanding of what percentage reaches the marketing targets, one will have to strategize it's personalized plan to show up in the micro-moments that matter.
What is the biggest mistake current brands are committing as it relates to Micro-Moment Marketing?
It comes down to mismatching the consumers and what is being offering. Many marketers feel they are supposed to push eCommerce even when there are no purchasing moments. Many consumers will end up taking these check-out pages or long lead-capture forms as more steps then they want to go through just to learn a little information about the brand. This will in turn push consumers away. The better way to engage with the consumer is by keeping the offerings presented in a short and easy to understand way, as well as asking oneself what will make them feel they are receiving value from what it is being offered?
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For more information:
https://www.inc.com/jonathan-lacoste/wtf-is-micro-moment-marketing.html
