As we know, the concept of marketing has always been based on consumer need. Micro-moment marketing is based on more than that, according to Think with Google, micro-moment marketing revolves around a single intent-rich moment when a potential consumer develops a buying preference and a decision is made.
In simpler terms, it’s the precise moment where somebody requires information, and they turn to the internet to get that information as quickly as possible. It is important to remember that it matters not whether the individual turns to a smartphone or laptop; it is merely the act of taking out the device in order to gain specific information.
Technology has now put a world of information at our fingertips, and whether we want to learn something, purchase something, or discover information, the more efficiently it can be done, the better.
It is clear that the most prominent piece of technology for micro-moment marketing are smart phones. If we look at global figures we see that on average, we check our phones around 160 times per day and we spend an average of 1 minute on the phone with each check, this amounts to over two hours and forty minutes spent on our phones every day.
While our phone interaction of a minute per use may not seem like a lot, they are filled with tons of interactions. Unfortunately, though, for the majority of these moments, seeing a brand advertisement will be a hindrance and a distraction. There are, however, specific moments that we can be very open to influence, such as checking Amazon or searching for a restaurant nearby.
Interesting Marketing Facts
- 26% of adults in the United States are almost always online.
- 69% of Americans have made a purchase because of a tweet.
- 66% of people have found a new business on social media.
- 52% of all web traffic is mobile.
- 45% of businesses have not optimized for mobile.
How Does Micro-Moment Marketing Work?
Of all the outlets available today for digital marketing, micro-moment marketing has to be the most intelligent of them all. Micro-moment marketing was created based on a philosophy that, as consumers, we are already drowning in content, and we cannot take much more.
So the question often arises when brands start to ask, “how can I reach consumers?” Well, according to a study conducted by Nielsen, the average person in the United States will spend almost four hours of their day on a computer, smartphone, and tablet. Over 60% of this time is spent browsing the internet or using smartphone apps. For brands to capitalize on this, they need to rethink how they capture the attention of potential consumers.
Most of the content on the internet today is there to disturb the consumer, and this can be more detrimental than anything. The key to succeeding with marketing is to embrace the fact that you only have a brief period of time to gain the attention of the potential consumer.
Brands are now challenged to convey a message in a very short space of time, and that message must be clear, concise, and relevant to the interest of the target. To get to this point, there are four key micro-moments that are essential:
- I want-to-know moments – This is the moment where a person’s inner interest is piqued, and they instantly need to gain information. The consumer will not be ready to commit to purchasing anything at this point. I want-to-know moments are simply an exploration phase. The importance of this moment should never be taken for granted; it can play a huge role in whether or not they move into a moment where they want to make a purchase.
- I want-to-go moments – At this moment, a potential consumer is trying to discover a nearby business or maybe in the consideration stage of purchasing a product from a nearby seller. I want-to-go moments are very much centered around location.
- I want-to-do moments – I want-to-do moments are mostly centered around people wanting help when it comes to completing a job or trying out a new skill. Most of the time, these moments involve searching for step-by-step guides, blog posts, and how-to videos.
- I want-to-buy moments – This is the most crucial of moments for businesses, at this point, consumers want to make a purchase, and they are ready to do so. I want-to-buy moments are when consumers are looking at what to buy or how to go about buying it.
Why Use Micro-Moment Marketing?
It is vital that brands get on board with micro-moment marketing, and to do so, it’s imperative that brands understand that consumers know what they want, as well as when they want it. If a brand can deliver what they need, everybody wins.
If you are hoping to stretch the success of your marketing campaign, it is essential that you consider the value of micro-moments. Every business today monitors the B2B & B2C buying journey, and micro-moments make up a considerable portion of this journey.
In the world today, there are 2.5 billion users of smartphones, and that equates to 2.5 billion potential consumers that could engage in micro-moments throughout a day. The latest study from Google has shown that over 90% of people now turn to their phones for information. So it is crucial to recognize that the micro-moment opportunities are exponential.
Finally, and the most important thing you should realize is, there is no better time than now to start using micro-moment marketing. A vast number of businesses are still ignoring micro-moments, and this could be an incredible opportunity for you to get one up on your competitors.
The Wrap Up
As you can see, over the past few years, micro-moment marketing has started to become incredibly important to many marketing strategies. If your business has ignored the possibility of micro-moments, you are probably not alone, but there is no better time than now to start the implementation process.
Tracking consumer preferences and trends have never been more straightforward. With a variety of software solutions available to you, it would almost be a foolish move not to bring micro-moment marketing into your business.
By taking this simple step, you can be there when users need answers and information, and if you can help them through the first micro-moment, they are certain to take the next step with you too.