Micro-moments, a concept first introduced by Google, are high-intent, short bursts of activity characterized by consumers who turn to their mobile devices to quickly access information (i.e., watch a “how-to” video) or take action (i.e., find the nearest Starbucks). Marketers must learn how to reach consumers during these high-intent micro-moments by providing their customers with the information they want, when they want it, and in the format most likely to engage them.
How Search Influences The New Customer Journey
The customer journey has become a nonlinear path of micro-moments that ultimately lead to a purchase. Oftentimes, search is at the beginning of this journey, but for higher-consideration purchases, search can also play a significant role in assisting the customer through the middle and even to the end of the sales path.
For example, someone looking to buy a new mid-size SUV may begin their journey by searching “top 10 mid-size SUVs,” followed by a search for customer reviews of the specific mid-size SUVs they’re interested in. This helps them narrow the number of vehicles they are considering down to a few, specific models. With this information, they will begin their search for the nearest dealerships that sell those particular SUVs so they can test drive each vehicle and make a decision.
In this scenario, the consumer performs three distinct searches to move along the purchase path. This may take place over a few days, weeks, or even months. While there are other influences that may affect the buyer’s decision in this scenario, such as brand reputation or the opinions of friends and family, the buyer’s ultimate decision will be largely based on the information they derive from each micro-moment.
Taking Advantage of Micro-Moments with Search
In order to take advantage of micro-moments, brands must leverage search. Consumers have become accustomed to reaching for their smartphones and searching for answers when they have questions. Brands need to make sure they’re visible in these searches and have the necessary content to answer consumers’ questions.
In order to do this, brands must develop a thorough understanding of the key moments in which their customers make decisions that push them further along the path to purchase. For example, home builders must understand that home buyers want to see virtual tours before visiting a model. Similarly, a hair care product line should know that their customers like to see how-to videos for different hairstyles before buying their hair product. On the same ticket, a car manufacturer knows customers want to see 360-degree views of a car’s interior before taking a trip to the dealership. Regardless of your industry, consider the fact that 69 percent of online consumers’ perception of a brand is influenced by the quality, timing, or relevance of the brand’s message.
Brands that learn how to provide their customers with the information they want in these micro-moments will gain a significant competitive advantage. As consumer behavior becomes increasingly reliant on mobile devices, expectations become greater, and attention spans become shorter, the value of effective micro-moments could be the factor that results in your company clinching the title of industry leader from your competition.
How do your customers experience your brand? Every moment, no matter how big or how small, can leave an indelible imprint on your clientele. There’s only one way to ensure that your business is primed to direct users into your marketing funnel, and that’s through effective and powerful micro-moments. Your brand is constantly vying for business with its competitors, and micro-moments can spell the difference between more conversions or an increased bounce rate. At Leverage Digital, our personable team understands that many agencies lose sight of these important moments, so no matter how large your digital marketing campaign grows, every facet of it will be carefully monitored and analyzed to provide you with measurable results.