Micro Moments = Newest Battleground for Marketers
Micro moments are the intersection of sending the right message at the right time and you reach the consumer just when they are ready to buy. The good news is that consumers are actively look at ‘media’ on their cell phones and computers – nearly 24 hours a day, 7 days a week. Remember when advertisers were sure no one was ‘listening’ on holidays or weekends? Thanks to the mobile consumer there is a fundamental change and we now have thousands of these ‘moments’ available to us as marketers.
How best to find these micro moments? Think With Google posted this story below and I had a micro-moment just reading it – hope you do too!
Consumer behavior has changed forever. Today’s battle for hearts, minds, and dollars is won (or lost) in micro-moments—intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. Read more about this new mental model for marketing.
Every day your customers are checking the time, texting a spouse, chatting with friends on social media.
But then there are the other moments—the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these “micro-moments,” and they’re game changers for both consumers and brands.
Real-time, intent-driven micro-moments are the new battlegrounds for brands.
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 these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.
Consider these findings from some recent research we conducted:
• Of leisure travelers who are smartphone users, 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.
• Of smartphone users, 91% look up information on their smartphones while in the middle of a task.
• Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
• Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.
The successful brands will be those that have a strategy for understanding and meeting consumers’ needs in these micro-moments.