Still stuck in Awareness, Brand, and Retention mode, move over for Micro-Moments or give up and Go Home!
Yeah, I said go home. Pack up your desk. Take your bobble-heads home. Remove the post it notes from your 15” monitor. Throw away the hanging dice from your old relic car. And for once and for all, get rid of that 80’s hairdo. Your marketing techniques need an upgrade. Its time to focus on micro-moments. In this blog, I’m going to provide insight on micro-moments, what marketers will be required to do in order to build brand, user engagement, and converting the consumer into a customer. Its all about the micro-journey.
I like asking this question: How many time does the average user pick up their mobile phone? According to Michelle Klein, Head of Marketing for North America at Facebook, the average adult checks their phone 30 times a day – I guess I am not an average adult! Michelle said…
So what? What does that mean to me as a marketer? It means marketers have the opportunity to get their brand in front of a potential customer anytime, anywhere, in real time and with relevance.
Lets face it, consumers spend 4.7 hours per day on their phone. They are overwhelmed with information fighting for their attention. And if an ad pop-ups at an inappropriate time, it gets swiped away in a heartbeat. Here is where micro-moments plays a tactical role.
Google’s content marketing team published a report, An Introduction to Micro-Moments: What We’ve Learned. In the report, they defined micro-moments as “critical touch points within today’s consumer journey, and when added together, they ultimately determine how the journey ends”.
What do you mean? Here is an example of a consumers journey:
Consumer has an interest →→ visits store →→ compares prices via mobile phone →→ visits competitors site →→ checks out online reviews →→ visits stores to purchase product →→ while waiting in line, checks competitors price →→ finds its cheaper and asks cashier to match the price, they refuse →→ complains on social media, complaints ignored (btw, read why you should never ignore complaints HERE). The journey ends.
These are all the possible touch points that a marketer has to engage with their target customer. A marketer has only a few nanoseconds to get their message across in a clear, concise way, relevant, and of interest to the consumer. Otherwise, the consumer will be onto something else – email, news, or a tweet.
Further research revealed that “82% of smartphone users say they consult their device on purchases they are about to make in-store, and 91% of users seek out their phone for ideas when working on a task”. Additional data showed that “shares” of content has increased 20%, while site sessions – time spent on websites, has decreased 18%. The good news, according to Smart Insights, mobile conversion rates has increased 33%, up from 28% in 2015.
Wow! Sounds like marketing managers have ample opportunities to engage with their target audience via micro-moments. What’s next?
It’s time to earn the customers trust micro-moment by micro-moment. As the consumer searches for information, they no longer seek out a brand for specific information, because consumers are not brand loyal but rather loyal to the relevant information. And if you play nice, you will earn their business.
Google’s marketing team, Think with Google, defines the strategy to win at the game of micro-moments by following a few simple rules:
Be There – anticipate the micro-moments, commit to help when they consumers requires it
Be Useful – provide relevant information that supports their interest and connect them to the resource
Be Quick – you only have a few moments to get a clear and concise message across, otherwise, they are gone.
Forrest Research found that companies who are able to be on top of their micro-moments game reap “higher ROI” in mobile and marketing. For those marketers who are not “there” for the consumer, results in lost opportunity. And when you fail to show-up, you are basically handing business to your competitors.
For those who are interested in “being there” or “showing up” for the fight, your marketing efforts need to address the aw-hah moments – as the consumer picks up their phone, they want to learn something, do something, find something, or buy something. As a marketer, its our job to be “there”. Being “there” does not consist of being an order taker, but being there throughout the consumer journey. The journey creates ample time to engage with the consumers’ needs. Think with Google say’s there are 4 times when a brand can engage with the consumer during the,
- I Want to Know Moments
- I Want to Go Moments
- I Want to Do Moments
- I Want to Buy Moments
Four Key Components to Engage
Anticipate Consumer’s Micro-moments
If a marketer can anticipate a consumer’s problem, it’s easier to get your brand in front of them. Think with Google explained that 51% of mobile users do not have a brand in mind while they are researching, but discovery new ones along the way. For those brands that anticipated the consumer’s interests are those who were “there”.
As you build your “be there” strategy, consider the following example: Let’s say, a new hurricane is approaching the coastline of Florida. You anticipate home owners will require building supplies to board up their home. You develop a marketing campaign for selling building supplies and possibly, labor assistance. The consumer jumps on their mobile phone, begins a keyword search for building supplies which triggers a relevant ad — “be there”
A marketer only has a few moments to engage with the consumer. If the content is not spot on – relevant, you lose the opportunity to get your brand in front of the consumer. You must know your audience and their intentions before they act upon their interests. The world we live in has transitioned into a self-serving society. Which means, consumers are more reliant on seeking out information on their own – self-educating. The day of contacting a sales person or customer service for information is long gone.
Consumers perform 90% of their research before walking into a brick and mortar store. It’s imperative that marketers can anticipate the questions, engage the consumer, provide relevant content without losing the interest of the consumer.
For example; Lets say your are interested in purchasing a new vehicle. Most consumers will go directly to the manufactures home page and begin their research. By employing micro-moments, it makes the experience more direct. The typical car buying experience at the dealership is transformed into micro-content by providing information that is most relevant while keeping the consumer engaged. Each person visiting the site would have a different experience. As the user engages with the brand, only small bits of information is provided verses your typical Home page where a plethora of content is provided, welcome mats appearing, ads splashing the user in the face, thus resulting in a total disruption of the buying process.
As the consumer’s journey of micro-moments continue down the way, consumers expect speed. Think with Google say’s that “29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs or it’s too slow.” Of those who switch, 70% do so because it takes too long to load, and 67% switch because it takes too many steps to purchase or gain the desired information.
Ask yourself, after all the effort put forth into understanding the consumer and their micro-moments, are you ready to lose them due to performance issues with your website? Heck no! Then as marketer, its becomes your responsibility to inquire with the information technology department to see if the company’s website have been optimized for speed and mobile usage. Ask the IT department if the company’s website is responsive? If the website is responsive, it will create a positive user experience.
As noted in Think with Google, there are 3 ways to increase a mobile experience:
- Eliminate Steps – simplify; Add click-to-call buttons; add GPS directions; One-click purchase
- Anticipate their needs – Add CTA (call-to-action); use GPS functionality that customizes information based upon location.
- Load time really matters – 40% of shoppers will exit the purchase if it takes longer than 3 seconds.
In a world that requires immediate gratification, it’s a marketers responsibility to understand the reason’s why a mobile users experience is not right or relevant to the mobile users decision-making process. And once a marketer is able to align and provide a pleasant user experience, the engagement process can result in more conversions.
In closing, micro-moments provide an opportunity for marketers to engage with the consumer. The consumer’s journey is always full of distractions. Every brand is fighting for a share of the market. Micro-moments have created a new way for digital marketers to connect in real-time and on demand. Marketers must invest in creating relevant content for each micro-moment. The consumer will spend 10 to 15 seconds skimming the content. If the content does not resonate with their interests or emotions, they are gone. As you develop these micro-moments, considering wrapping value around the content — consider perk based promotion. Make the consumer journey feel enjoyable, memorable, and possibly notable. People like to feel emotionally connected. The challenge of a marketer is addressing the consumers needs, wants, and desires in short micro-moments that is unique to each individual. Understanding micro-moments creates tremendous opportunities for all brands which eventually leads to the pot of gold.