In our increasingly “right now” world, we constantly seek quick answers to challenges we face, and for the majority of us here in the United States, our oracle is our phone. Whether we’re trying to figure out how to fix something in our houses, what to buy to replace something that’s broken, or where to go or what to do when we’re seeking specific experiences, an increasing majority of us turn to our mobile devices to provide answers to those questions. The numbers tell the story -
82% of smartphone users say they consult their phones on purchases they’re about to make in a store*
91% of them turn to their phones for ideas in the middle of a task*
65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information**
90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online.**
As marketers and business owners, that pattern of behavior gives us an opportunity to provide useful information to customers who seek information. If we can help our customers solve their problems at their time of greatest need, then we’ve accelerated the process of developing their trust and loyalty. How can we do so, though?
The first step is to have a clear and comprehensive understanding of our customers’ narratives. What are their daily lives like? What sorts of challenges do they face? What types of information or solutions are they most likely to seek? Find the opportunities where we can become relevant to customers, so that we can plan and generate the appropriate content to intercept their micro-moments and to share that content with them in the channel where they’re looking for it.
Next, determine the type of content that would be most useful to our audience during their micro-moment, and use context to deliver the right experience. For instance, if a customer is looking for information on a washing machine, their purchase intent is very likely high, and they may be interested in getting information about features and price. A comparison chart detailing how our company’s product is better than the competitors’, or testimonials of happy customers would be effective pieces of content.
Finally, don’t overwhelm the audience with too much information. Micro-moments, by their very definition, are brief and fleeting. Be quick to deliver the right information and ensure that the information loads quickly and has impact. Also, many mobile device users have a limited amount of data in their mobile phone plans, so we need to be mindful of the amount of data that the information we deliver consumes.
To get a more comprehensive guide to micro-moments, check out this great resource from Google.
* Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015
** Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015