Understanding Micro-Moments for Targeted “I Want It Now” Marketing
The moments that really matter when it comes to buying decisions are the ‘Micro-moments’ of your customers.
Although it sounds like it might be straight from a cheesy greeting card about making every moment count, this term was actually coined by Google and refers to the 4 ‘game changing moments that really matter’.
These moments are the sudden, “I want it now” moments of a very digital generation:
How many of these micro-moments do you have a day?
When we want something – we turn to Google and our smart devices to give us the answer… and we want it now.
As a business, these moments are the crucial, decision-making instants where the availability, immediacy and quality of the information they find about your brand or products can lead them to a sale.
Google tells us that “Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.”
Understanding and anticipating these moments, and then developing your customer experience around them, will result in greater conversions and a much more positive brand engagement for your audience.
The moral of this story?
Improve your customer experience to take advantage of micro-moments.
Customer experience, or CX, is how your customers feel about your company and the experience they have when engaging with your brand.
You can read more about CX here, but basically, by creating a positive experience, your generate more loyalty, awareness and sales!
86% of buyers are willing to pay more for a great customer experience, and 49% of buyers have made impulse purchases after receiving a more personalized experience.
How do you improve your CX?
Google tells us to:
1. Be there
Take a look at your customer’s buying journey, and anticipate what they might need to know at every stage. What would their micro-moments be when they are looking for someone in your industry or a certain product you sell? How can you make sure your brand is there to help in a valuable, personalised way?
2. Be useful
Make sure that it is an easy, fast and positive digital experience when they are searching for information; e.g. mobile-friendly, fast-loading websites, chat bots which answer questions 24-7 or great reviews, valuable blogs and FAQs show up in search results. If they need something now, ensure your brand is providing it!
3. Be accountable
With so many screens and channels your customers might be using in their micro-moments, it’s important to create a consistent standard of brand communication wherever a customer will interact with you – online or off. If they can find you there, you need to show up well!
Micro-moments provide brands with an opportunity to be there the exact instant a customer is ready to buy or needs information to make a decision.
Want to drive engagement and increase conversions?
Understand your customers wants and buying journey, and create a seamless, positive digital experience for them that they can access right when they need it – in every micro-moment.
Want to improve your CX and catch customers in their micro-moments? Talk to our marketing-savvy team for a personalised strategy and take your business to new heights in 2020.
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