What Are Micro-Moments
Micro-moments are instances when individuals instinctively reach for their smartphones in order to fulfill a specific purpose. These purposes can range from acquiring information, completing tasks, exploring new things, watching media content, or making purchases.
Google refers to the moments when users have specific intentions, such as wanting to know something, do something, go somewhere, or buy something, as “micro-moments.” These micro-moments were introduced by Google in 2015.
These moments are crucial instances when decisions are made and preferences are formed. During these moments, individuals’ choices and inclinations are shaped, influencing their actions and future interactions.
In today’s digital age, consumers have higher expectations than ever before. The prevalence of powerful smartphones has created a culture of immediate gratification where people expect brands to deliver exactly what they need, precisely when they need it. Along with that, the shift in behavior can also be attributed to the technological advances of smartphones. People rely on their phones for just about everything these days, something that wasn’t available in the past.
We want things right, and we want things right away.
Many brands traditionally follow a buyer funnel approach, mapping out their marketing efforts to align with the awareness, consideration, and decision stages. However, this linear funnel concept is becoming outdated and ineffective in today’s fast-paced digital landscape for most businesses.
As our dependency on smartphones grows, the consumer journey has become fragmented into numerous real-time micro-moments driven by intent. These moments present valuable opportunities for brands to influence our choices and preferences.
In today’s fast-paced world, meeting customer needs and expectations has become crucial. Customers have high expectations and little patience, so it’s essential for marketers to ensure that their marketing efforts are of top-notch quality and relevance.
Did you know:
Having a strong presence online can greatly contribute to achieving your overall brand awareness goals. It’s interesting to note that over 50% of smartphone users have actually come across new companies or products while conducting searches on their smartphones.
This gives you the opportunity to attract customers who were initially considering your competitors. Surprisingly, about 1 out of every 3 smartphone users has made a purchase from a different company or brand than they originally intended to.
A large portion of consumers are not tied to a specific brand when searching for information on smartphones. In fact, around 90% of smartphone users do not have a clear preference in mind at the start of their research journey.
Your Brand
By strategically positioning your brand during these pivotal moments, you have the opportunity to address and meet the needs of consumers precisely when they need it most. This can greatly influence their decision-making process and guide them toward choosing your brand.
Gone are the days when we only made purchases by sitting down at our computers or actually going into stores. Nowadays, we make informed decisions on the go using our smartphones. Whether it’s during lunch breaks or while waiting in line for our morning coffee, we have the convenience of discussing choices with colleagues and making purchases simultaneously.
Source: mention.com
