Are You Winning Your Micro-Moments?
The Christmas buying season is in full swing. Trust me I was out with the masses this weekend as I wandered through department stores on an endless search for the perfect present. I realized a few things as I mitigated the packed stores; one, I have no idea what to buy anyone on my Christmas list, two Google’s theory of micro moments began to make complete sense.
What are Micro-Moments?
Google has had a theory of Micro-Moments for a while now. The first time I heard about them was several years ago and at the time it did not make a lot of sense. With each passing year, mobile use becomes more integrated into our lives and shopping experiences. This shift has lead to increased clarity of what micro-moments are and how to use them. Google states “Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how the journey ends”. Think about that for a moment; all these small interactions will ultimately decide whether or not you as a marketer win the purchase or not. Micro-moments do not just make a difference in retail but to all businesses.
The love affair with our mobile devices has no end in sight. According to Google two-thirds of smartphone users check their phone within 15 minutes of waking and 30% percent admit they get anxious when they don’t have their phone on them. Millennials are even more attached to their devices, 87% having their device by their side day and night and checking their phones over 150 times a day. So what does this all mean? Each time we shop or search for something on our devices it is a micro-moment for a company competing for our business. In this competition there are winners and losers. Are you winning those micro-moments or are you even aware of what micro-moments your consumers are experiencing along their purchasing paths?
How to Win Micro-Moments.
Google has outlined a three step process to winning micro-moments in their recently released guide to micro-moments. Google’s three step outline states that in order to win micro-moments you need to be there, be useful and be quick. Simple enough, right? Yet many companies are not paying attention to these micro-moments and as a result are missing an opportunity to win new and retain previous customers.
In order to be there you have to anticipate the micro-moments users will have for your industry. That means fully understanding your consumers journey to purchase; for example, what questions they may have, addressing their concerns, or understanding intent. According to Google one in three smartphone users have purchased from a brand other than the brand they intended because of information being provided when they needed it. Being there gets you in the game to be chosen by consumers. With literally billions of micro-moments occurring on a daily basis, how do know if your company is taking advantage of them? Pick up your phone and do a few searches related to your business category and see if you are there, then do the same for YouTube. If you are showing up congrats, you are in the game. If not, then you are handing the opportunities over to your competitors. According to Google there are four key moments to be there for, I want to know moments, I want to go moments, I want to do moments and the BIG one I want to buy moments.
Being there can make a huge difference, but being there alone is not enough to win micro-moments. Here at Asen we can help you fine tune these moments to your advantage
Now that you understand that you have to be there to be in the game, once there you also have to be useful. This means answering questions and understanding your consumer’s intent. Be forewarned that if you miss this step it can have a negative effect on consumer’s opinion of your brand. According to Google, 69% of online consumers agree that quality, timing, or relevance of a company’s message influences their perception of a brand. Your messaging needs to be relevant for each individual moment as studies have shown that 61% of smartphone consumers are more likely to buy from mobile sites or apps that customize information to their location.
Are you meeting your consumers needs with relevant and useful content resulting in winning this set of micro-moments?
We live in an era of instant gratification. We want things fast and we are frequently in a hurry. We don’t have time to wait on a website with a slow load time or buried navigation. Speed is critical to your mobile experience. If you do not have a dynamic or mobile optimized website, you could be losing the opportunity to gain consumers. According to Google 70% of users will switch sites because of a long load time, and 67 % will switch if there are too many steps too find the desired information. This means you need to streamline the process for consumers to find information they desire. Know what your customer is looking for before they do and make the process as quick as possible. To do this look at past consumer behavior and formulate a plan. In addition, it is critical to insure that your site is mobile optimized. Consumers want and expect “lightning fast” and this has never been truer than when it comes to mobile devices. Google analytics will help you track load times and examine it across devices. Contact your web provider and discuss the implementation of these elements and we are always here if you need a hand.
So why does this all matter…
Back to my shopping experience, I walked through department stores and started to see micro-moments in action. As people pulled out their smartphones searching for holiday presents, I realized they were not only price shopping but using their device to assist in their purchasing decision. These micro-moments possibly assisted in the sale or allowed a competitor to win the conversion. Regardless, the vast majority of shoppers were in the store due to micro-moments. In fact, Google shows that people using a mobile device in the decision process are 51% more likely to visit a store, 40% more likely to make a phone call and 51% more likely to make a purchase. I don’t know many businesses that can afford to ignore micro-moments when taking into account the huge return potential. Today people move seamlessly between their desktop, tablet and smartphones so credit can not be given to any one device. In order to successfully track conversions you need to connect the dots across screens, channels and marketing teams. Once you figure out how to implement a tracking strategy you will be able to fine tune your micro-moments and dominate the competition.
Micro-moments gained clarity during my Christmas shopping experience… almost everyone shopping, was shopping via micro moments.
Next time you are in need of a product or service pay attention to your path to purchase from beginning to end, you will see the power micro-moments have. I highly recommend Google’s “Micro-Moments: Your Guide to Winning the Shift to Mobile”. The stats in this blog came from that report and it is loaded with case studies, questions to ask yourself and compelling statistics. If you have any questions on how to make this work for you and your company feel free to reach out to me at Asen Marketing and Advertising.
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