In the world of building a perfect marketing strategy, micro-moments have become macro. These are those times when a consumer picks up their phone with a very specific and urgent goal. Such as “I want to know…” or “I want to go…”.
Google defines micro-moments as “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.”
Marketers have realised that these are intense moments of interaction when consumers are making decisions. Making the most of these micro-moments is key as the traditional marketing strategy funnel is being replaced.
Mobile Content Marketing
Research has revealed there are over 2.5 billion people with smartphones. The majority of these people are younger with higher levels of income. In addition, statistics show that 48 percent of web page views come from mobile devices. Moreover, Nigeria has the highest rate of internet traffic from mobile devices.
Data shows that consumers use their mobiles sporadically throughout the day, which opens the opportunity for markers to reach them and grab their attention. According to NG Data, 82 percent of smartphone users will research a product while they are in a store, 90 percent don’t have a specific brand in mind when they decide to make a purchase. Moreover, 65 percent of mobile phone users said they were looking for relevant information despite the company that produced the information.
Data from Google shows that 69 percent of consumers create a brand perception based on the quality, timing and relevance of the brand’s message. During micro-moments, consumers have low patience and high expectations. Brands that can harness this quick-lived attentiveness have a better chance of turning a consumer into a customer.
Stages of Micro-Moments
There are four basic steps to micro-moments that marketers should be aware of:
- I want to know. These are consumers who are not ready to buy but are looking for information.
- I want to go. Consumers are looking for local stores and shops because they are looking to make a purchase.
- I want to do. These smartphone searchers are looking to accomplish a task. Brands who create how-to videos are meeting the need and getting the attention of these consumers.
- I want to buy. Consumers at this stage are ready to buy but want some help in the decision.
Leverage Micro-Moments with Your Digital Marketing
Consumers have become capable researchers and they expect information at their fingertips. Creating a plan for micro-moments is something that content marketers need to have in their strategy.
The key to making the most of these micro-moments are:
- Know your customer. Determine how and where they are doing research. Understand the purchase process of micro-moments.
- Develop a strategy. Have a plan to maximize all forms of content, including video and social media to grab the attention of your customer.
- Be relevant. Produce content that speaks to them in the moment and answers your customers’ questions. This is especially important for the I want to know moments.
- Streamline the process. Ensure that making a purchase is as simple as it can be for consumers.
The trick to making micro-moments work for you is to employ content that is short (quick moments), simple (easy-to-understand) and sweet (relevant).
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Tags: digital marketing strategy, Marketing Strategy