Last Updated on May 13, 2021
Deemed a Game Changer
As marketers we all know that catering to the mobile experience is important. According to current market research, how we interact with our mobile devices is changing. And that behavior is affecting how we search, learn and act (buy) online. Digital marketing is evolving and we need to take heed of this phenomenon called “Micro Moments” as we craft our content to be consumed in bite-sized chunks.
New Consumer Behaviors
The idea of micro moments was built upon a Google ebook, Winning in the Zero Moment of Truth, by Jim Lecinski. It introduced the concept that consumers undergo a series of moments before, during and after a transaction. Lecinski broke new ground, explaining that brand needed to new strategies were required to:
- Be discoverable
- Capture attention
- Guide consumers through a great purchase experience
That was 4 years ago. Technology has changed. As consumers, we’re more comfortable in interacting with the small to screen to post reviews, share our thoughts, ask questions, offer advice, etc. Our mobile experience has taken a life of its own. Here’s are a few surprising (and perhaps alarming) statistics from a Boston Consulting Group survey: 45% of Americans would give up their vacation rather than give up their phone. One third would be willing to give up sex for a year. Wow. Really? Guess those folks really love their iPhones.
Think With Google Research & Micro Moments
Google released info about Micro Moments on Think With Google, a site dedicated to research topics and emerging consumer trends. They explain that we reach for our phones more often but spend less time per session. Our “interactions” are more fragmented, typically driven by the need to learn or do something. Think about your own behaviors when searching on your smartphone. The research found that:
- 69% search for travel ideas during spare moments (e.g., waiting in line). Half of those travelers booked their travel choices.
- 91% of smartphone users looked up information while in the middle of a task.
- When standing in a store, 82% consult their phones to decide on a product. 1 in 10 end up buying a different product than originally planned.
Google’s advice on micro moments?
The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers’ needs in these micro moments.
For those marketers experiencing a micro moment now… here’s a short video to entertain and show you what it all means:
How will your online strategy change to take advantage of these mini opportunities?
photo credit – top: Ferruccio Zanone