Micro-Moments are Changing the Face of Digital Marketing
June 11, 2015
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Suppose while making your morning coffee, you were struck suddenly by the need to reuse your coffee grounds. 15 years ago, you may have written down the question and called up your grandma to see what uses she has for them. However, we are living in the age of smartphones, so all you have to do is pull out your phone, press a few buttons, and boom, you’ve watched three videos on how to use coffee grounds as a hair conditioner. Congratulations you’ve just partaken in what Google identifies as a micro-moment.
With the rise of smartphones, there has been a fundamental shift in the way that people consume media. The old way of saving all your research ideas until you are at a desktop computer has been replaced by short bursts of digital activity throughout the day. In fact, according to researchers at Google over 91% of smartphone users would look up information on their smartphone in the middle of a task.
Everyone is constantly checking the time, texting a friend, checking notifications on social media or looking up something that has caught their eye. However, the moments when people are acting on a need, whether it is the need to know the top ten uses of vinegar or which shoes will give them the most street cred at the local organic coffee shop, are known as “micro-moments”. These are the moments that really matter, for it is in these micro-moments that our preferences are being shaped.
Consumer expectations are sky high during micro-moments. We want things right, and right away. The successful brands of tomorrow are those who can meet this demand. They’ll understand the importance of micro-moments and deliver in a way that connects with people, right when they need it.
When dealing with micro-moments, marketers should be aware of the multiple moments that lead to that point. They need to guide people along the purchase decision journey in order for consumers to make informed decisions when they are finally ready to commit to a purchase. If a micro-moment happens and you’re not there to engage a consumer, then that consumer can only act on what they know and will end up going with your competitors who have been targeting them all along the journey.
Google’s concept of micro-moments represents the new frontier of digital marketing. Everything happens in real-time and everything is on demand. Each micro-moment must connect consumer intent with the desired outcome. The future of marketing depends on identifying these new moments and learning how to make each micro-moment matter.
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