Online MarketingCreated 4 min read
Taking Advantage Of Micro-Moments
Think about how attached to your phone you are. Chances are that your phone has become an indispensable part of your day-to-day life. The cell phone is rapidly taking over digital…
Think about how attached to your phone you are. Chances are that your phone has become an indispensable part of your day-to-day life.
The cell phone is rapidly taking over digital traffic from desktop, and it’s scarcely surprising. You’re never more than an arm’s length away from being connected to the world, and that’s not only incredible, but something we are largely now taking for granted.
But what does this mean from a user’s point of view? It’s one thing to spout stats about how mobile is staking a claim on global digital traffic, but what does it mean for the end users?
What is a Micro-Moment?
There is a new buzzword in town. I can hear the groans already, but this one might be different. Compared to most industry-specific buzzwords, this one has ramifications for you. Google has coined the term ‘Micro-Moments’ to describe the way modern life is lived. “Life is lived in moments” Google says, and as far as they’re concerned, those moments are largely defined by your cell phone. For example, do you need to know how to make risotto? You look up a recipe on your phone. Looking to buy a new car? What do you do? Check the internet for reviews of multiple cars before making a final decision. Micro-Moments occur when people need to learn something, do something, discover something, watch something, or buy something. And increasingly marketers are looking to capture you, the consumer, in that moment, because that is where consumer “decisions are made and where preferences are shaped.”How Does This Affect Me?
So besides being used as a marketing tool, how does the rise of the Micro-Moment benefit the consumer?Service
You’ll get better quality service from brands that realise that mobile experiences are charging ahead of desktop experiences. People have grown accustomed to getting what they are looking for, and getting it right away. Brands of tomorrow know that money is won (or lost) in those Micro-Moments. And that means they should have a strategy in place to meet the needs of consumers. Which should mean faster and better quality services.Cross-Device Support
Recent research that Google conducted yielded the following findings:- 91% of smart phone users look up information while in the middle of a task.
- 82% of smart phone users consult their phones while standing in a store deciding which product to buy.
- 1 in 10 of those people end up buying a different product than they had planned.