How Many Micro-Moments Have You Had Today?

I-want-to-know | I-want-to-go | I-want-to-do | I-want-to-buy

That’s exactly what we are consulting our mobile phones and asking, everyday. This is what Google like to call ‘Micro-Moments’. A series of situations throughout your day when you’ll consult your smartphone for decisions, answers and preferences.

Mobile really has come a long way and it’s continuing to shape the way we live. Like me, you may sometimes find yourself asking “how did we survive without mobile phones”. Well, the truth is, we did and as a result we were a little more organised and resourceful. However, as we become more reliant on these devices, it’s evident the influence smartphones are having on our lifestyles.

Right place. Right time. It’s never been more necessary for brands and businesses to start understanding how they can engage with these consumers. Due to this huge shift in consumer behaviour, companies are having to rethink their mobile strategies. And with more searches being performed on a mobile device, than on a desktop, some may argue that all marketing strategies should start with mobile.

Since the world is turning to its phones with intent, it’s important that businesses consider these four key questions.

I-want-to-know moments

65% of online consumers look up more information online now versus a few years ago. (1)

I-want-to-go moments

82% of smartphone users use a search engine when looking for a local business. (2)

I-want-to-do moments

91% of smartphone users turn to their phones for ideas while doing a task. (3)

I-want-to-buy moments

82% of smartphone users consult their phones while in a store deciding what to buy. (4)

So, how can we get in the heads of these consumers and understand their expectations?

It’s important to consider that the user’s mobile journey is a little more fragmented than it once was. There are three things a business should consider about the user journey on a mobile.

1. We act on impulse

We have become accustomed to instant information. If we want to learn, find, do or buy something, then we want to do this immediately.    

2. We expect relevance

Our expectations are high and our patience is low. The quality and relevance of content that users are presented with is crucial as we are quick to dismiss.

3. We are loyal to our needs

Micro-moments shape our preference and purchases. The most successful businesses will be seen to be addressing our needs at that time, we may not return in the future.

Competition is high, and with superhero businesses competing to save someone’s day in the knick of time, there are steps you can take to identify who you can save and how you’ll do it.

Map it.

Consider the phrases and questions your consumers will be asking throughout their journey on your website and map them out. It’s important to remember that in almost every business there are different steps in a user’s journey, it maybe from discovery to purchase.

Live in the moment.

Think like your customers and consider what content or features would be most relevant at this stage in the process. How can you deliver the fastest, most appropriate answers.

Let’s get real…time.

The key here is to focus on the ‘moment’. The day, time and location that the micro-moment has taken place may determine what content you display. Shops may choose to promote their sale or items in stock if a potential customer is close by.

Be Inspired by Google’s Micro-Moments Video.

(1) Consumers in the Micro-Moment, Wave 2, Google/Ipsos, U.S., May 2015, n=1,005, based on internet users.
(2) The Consumer Barometer Survey 2014/2015, U.S., n=1,000, based on internet users.
(3) Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398, based on internet users.
(4) Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398, based on internet users.

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