Google Micro-Moments Will Change How Your Business Reaches Customers
How You Can Leverage Micro-Moments
1- Map Your Customers’ Moments
2- Understand Their Needs
3- Contextualize The Consumer Experience
4- Employ a Cross-Screen Strategy
5- Quantify Your Results
Digital’s Next Step: Synchronizing with the Decision Process
Smartphones have completely changed how we take care of business in today’s modern world. Google’s latest micro-moments research shows how moments can dictate how we feel and make decisions. Whether we are choosing what to have for dinner or what car to drive for the next 5 years, research for decision making drives our online behaviour.
It’s important to note that different decision types are undoubtedly influenced by different kinds of micro-moments based on variables such as size of purchase (a pizza or a new home), frequency of use (daily or seasonally), and urgency (something being purchased today or a year from now). Google’s extensive research has served up 8 different micro-moment types that define how we make decisions in 2015:
Is-It-Worth-It: Deciding on which products are worth the higher price tag
Show-Me-How: Learning how to use new products and services
Time-For-A-New-One: Replacing things immediately before having the opportunity to delay
Ready-For-Change: The journey to discovering your next big life change starts on the go as you learn more about your next step.
Didn’t-Plan-For-This: Missing information on another device? No problem! Your incomplete order follows you across devices.
One-Step-at-a-Time: Big milestones like buying a home involve many smaller phases of research.
New-Day-New-Me: Find a new hairstyle or way to wear your tie online in minutes to change your look
I-Wanna-Talk-To-A-Human: Online research leads to personal connection via phone calls
Hyper-Targeting: Reaching Customers at the Right Moment
The ever changing mobile landscape is constantly offering new opportunities to have meaningful consumer interactions. Potential customers are looking for immediate action from brands that is relevant – and the companies that are able to provide this will come out on top when it comes to purchasing decisions.
Micro-Moments help brands make the right interactions at the right time with the right demographic. It is strategic marketing that will pave the way for business in 2015 and beyond.