July 6, 2017

By Mike Bernier

What do you do when you want to know something?

You pull out your phone and Google it. This is the way the industry is trending. Consumers want information, and they want it now.

Mobile devices have spawned a need for immediate information. When everyone has the entire knowledge of the internet in their pocket, they expect their questions to be answered.

To have success in your marketing efforts you need to make sure you are accessible when people are asking their questions.

How much has mobile really changed the marketing landscape?

A lot!

A study by Kleiner Perkins Caufield & Byers shows that people check their phones, on average, 150 times per day. Coupled with the fact that we spend on average 177 minutes on our phones every day, we can make the assumption that most browsing is done in short, one minute bursts.

What are Micro-Moments?

While a portion of these short bursts might be texting a friend, browsing instagram, or checking the time, these are moments when we turn to a device to take action or seek knowledge. These interactions are called Micro-Moments.

Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.

Adams, Burkholder, Hamilton. “Micro-Moments: Your Guide to Winning the Shift to Mobile”. September 2015.

There are 4 Micro-Moments that need to be focused on:

I-want-to-know moments, i-want-to-go-moments, i-want-to-do moments, i-want-to-buy moments
Source: The Basics of Micro-Moments, think with Google

When consumers are faced with a catalyst to buy, they enter the Consumer Journey. Depending on the size and importance of purchase, this Journey can last anywhere from one minute to years — and scattered throughout this Journey are a series of Micro-Moments.

In today’s marketplace, you have to earn a customer’s interest by being there for them moment after moment.

65% of mobile users agree that they look for the most relevant information to their query, not the company providing the information.

Adams, Burkholder, Hamilton. “Micro-Moments: Your Guide to Winning the Shift to Mobile”. September 2015.

Today’s mobile environment has allowed consumers to access information whenever they want it, and if you aren’t providing it, they will move on.

Three steps to succeed in a Micro-Moments world

1. Anticipate Consumer Needs

In order to be there for a consumer when they have a question, you need to anticipate the user’s question and make sure you are being found. A great way to do this is to make note of every customer question you get and write a blog addressing that question. If one person is asking you, then there are likely 100 or 1000 people searching for it on Google.

2. Provide Relevant Information

Make sure that the information you are providing answers the consumer’s question and gives them a next step. Include a visible, simple, and relevant call to action.

3. Be Fast and Frictionless

You can provide all of the relevant information in the world, but if your website doesn’t load in under three seconds or it takes five clicks to get to pertinent information, you can lose up to 50% of your mobile traffic.

What next?

With the explosion of mobile searches, micro-moments can happen anytime, anywhere. Consumers expect their needs to be addressed quickly and effectively. For a complete guide to strategies, insights, and customer examples for mastering micro-moments click here.

Need help developing your Micro-Moment’s Strategy? Contact us.

Mike is a Web Developer at Intrigue. You’ll find him managing web projects, building WordPress sites, developing eCommerce Platforms, and implementing CRO and SEO on client sites. Mike enjoys spending his free time being way too competitive at old school video games, playing beer league hockey, and taking long walks on the beach.

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