Micro-moments marketing has become crucial with the ubiquitous use of mobile phones. According to Google, there are four kinds of moments that mobile users base their searches on: I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy. Shopping is also influenced by these moment-based searches. Google’s research for 2015 — the first time when these moments were proposed as an idea — explains that 66 per cent of consumers want to know more about products they come across in advertisements on TV by searching for them on their smartphones.
When it comes to their desire to go to certain places, consumers’ “near me” searches doubled in 2015 and 82 per cent of users searched for local businesses on their phones. Meanwhile, people often used their phones to search for ways of carrying out tasks while doing the task. Finally, 82 per cent of smartphone users also searched for products while in retail outlets to figure out what to buy.
Over the years, these moments have only grown more in importance as now a person looks at their mobile screen an average of 150 times a day. Moreover, IBM’s study for 2020 revealed that 70 per cent of the surveyed treated shopping as an impulsive activity based around micro-moments, and 35 per cent engaged in moment-led shopping on a weekly basis. Let us see how marketers can make use of these micro-moments.
Gather and Analyze Data
Using tools such as brand tracking websites, CRM software, and content management services, data can be gathered to understand the consumers’ behavioural triggers for searching and buying. Data visualization tools plus website and social media analytics must then be leveraged to make sense of this data, so consumers can be shown advertisements and other prompts in those moments to influence their purchase decisions.
Use Omnichannel Marketing
Marketers must create all-encompassing customer journey maps to perceive all the touchpoints where customers and brands interact to gain an understanding of the various media that can be used to reach consumers. The strategy for marketing promotions must be omnichannel — a diverse mix of a multitude of channels that can communicate to customers.
Produce and Deliver Timely and Relevant Content
Content for consumers should be created with the four main micro-moments in mind. Buying guides, how-to videos, listicles, and travel articles are a few of the broad content types that can help customers in these moments.
Focus on Customer Experience and Purchase Process
Creating seamless customer experiences should be prioritized. Moreover, the purchase process should be as convenient as possible. Every time a customer runs into a micro-moment, there must be a call to action associated with content and marketing activities around that moment. For instance, an I-want-to-do moment for learning to swim can be best coupled with a video on YouTube linked to a brand’s website or another social media page displaying the equipment necessary for beginner swimmers.
Arslan Ahmed | Contributing Writer
Image Credit: Microbiz Mag
