Micro-moments can happen at any time, anywhere, when consumers expect brands to meet their needs with real-time relevance. Thanks to our increasing reliance on mobile, these bursts of interaction are the new battleground for brands. Micro-moments are critical touch points within today’s consumer journey. When added together, they ultimately determine how that journey ends. Of course some are just a part of everyday life – a quick email to a colleague here, a random video call to a friend there…
But there are micro-moments when we’re open to the influence of brands; when we long for the convenience of mobile commerce and want help making choices. These are open invitations for marketers to engage – and they’re moments brands must be ready for. Our mobile phones have pretty much become our lifelines. In a Google Consumer Survey, 68% of users admitted to checking their phone within 15 minutes of waking up in the morning, and almost a third said they got anxious if they didn’t have their phone on them. And when it comes to millennials, the mobile-first generation, it’s no surprise that 87% said they always had their smartphone with them, day and night (in fact, I would have expected a higher number). This tiny device is transforming the way we live. More searches take place on mobile devices than on computers, according to Google internal data. And marketers need to be prepared for the micro-moments when users turn to this device to find what they need right now.
Google’s research has discovered that 82% of Smartphone users consult their phones on purchases they are about to make in a store. And 91% turn to their phone for ideas in the middle of a task. This is a very different consumer journey to the one we were accustomed to even a decade ago. Foot traffic has decreased in retail stores, but shoppers are spending more when they visit – because they’ve done their research and made decisions before walking through the door. A similar journey is taking place on the desktop or laptop. Consumers typically spend less time but convert more often and more quickly. Micro-moments are the footsteps which lead people to make a purchase.
So how can we capture consumers in those micro-moments?
Brands must anticipate and commit to being there when they occur. They must be relevant to the needs of their audience and connect them to what they are seeking. And they must be easily and quickly available – giving users a mobile experience that is fast and without friction. Brands need a micro-moment and mobile-focused strategy to connect the steps, which will reap higher ROIs in both mobile and overall marketing investment.
At Only Digital we’re always ready to anticipate and capture consumers in those micro-moments, to do the very best for our clients. Contact us on 0800 612 9890.