The consumer journey today is poles apart from how it was ten years ago. The rise of the smartphone and the significant increase in mobile search over the past few years has given consumers the ability to fulfil their needs immediately, rather than waiting in line in a shop, or heading home to place an order from their desktop. In a world where we can order a pizza, find directions or book a flight with just a few taps of our smartphones, consumers have developed a ‘right here, right now’ attitude.
Google put a name to this new behaviour two years ago, christening it ‘micro-moments’. The search engine says millions of these moments happen each day and it has identified four of the key moments when a consumer might pick up their smartphone looking for an instant solution:
- ‘I-want-to-know’ moments – this is when someone is simply exploring or seeking information without much intention to buy.
- ‘I-want-to-go’ moments – when a consumer uses their mobile to look for a local business.
- ‘I-want-to-do’ moments – this is when consumers use their phones to help with a certain task.
- ‘I-want-to-buy’ moments – when a consumer uses their smartphone to perform final research and compare prices before making a purchase.
The whole point of focusing on micro-moments is to position your business to target consumers during these intent-rich periods. These moments offer valuable opportunities for brands to interact with consumers at a crucial point in their decision-making process.
Why Are Micro-Moments Important?
Micro-moments matter because they’re a distinctly mobile opportunity – and mobile is undoubtedly the future of search. 60% of all searches are now carried out on mobile devices, and Google itself is starting to move towards a mobile-first indexing process.
The use of mobile is rising fast, and consumers are using their smart devices to help them make their most important decisions. 82% of smartphone users say they now check their phones on purchases they’re about to make – reading reviews, comparing prices and checking out competitors, for example.
90% of smartphone users aren’t totally sure of the specific brand they want to buy from when they start research online. That’s an enormous cross-section of potential customers with the intent to buy, just waiting for a brand to step in and impress them at the right micro-moment.
So how can you leverage micro-moments to ensure your business is there when the consumer needs you? Here are some tips to help you get started.
- Be mobile-friendly. Consumers using their smartphones to find information during a micro-moment don’t have time to wait for a page to load, or navigate around a poorly optimised site. Your mobile user experience must be seamless to take advantage of micro-moments.
- Visit Google’s own micro-moments resource centre, which is packed full of industry-specific statistics, case studies and research on consumer behaviour.
- To get started with your first micro-moment opportunity, take a look at the most popular question that is asked of your brand or industry. This will help you identify and meet consumers’ needs in that moment. For example, ‘how to choose a paint colour’ is a very popular search in the interior design and home furnishings category. An interior design or paint retailer wanting to target this micro-moment could invest in some great visual content to be helpful to consumers during that particular moment.
If your brand isn’t yet in a position to leverage micro moments, it risks being left behind. Contact Adrac today to find out how we can help.