Written by Abby Riley
Micro-moments are short bursts of mobile activity in which a smartphone user impulsively applies his mobile search engine to fulfill a need, question, or emotion. Learn the four main types and how to design your online platform to influence the consumer and optimize your brand’s mobile marketing.
The average person checks his or her phone 150 times a day, and within these moments are opportunities for companies to digitally advertise. Purchasers depend on their mobile for fleeting entertainment while waiting for their coffee order, price comparisons while perusing a brick-and-mortar shop, and the best restaurant choices while driving through a new part of town.
In 2015, Google coined these short bursts of mobile activity as “micro-moments.” If applied accurately by companies, their ad will be shown to a viewer at the moment he or she searches for information or products similar to what the company offers. By incorporating this strategy into your digital marketing, you should expect mobile conversion rates to increase by up to 29% or more, as well as greater brand engagement. Let’s take a deeper look into the different types of micro-moments and how your company can boost online marketing.
Google has split up these moments into four main categories:
1 | I-Want-To-Know Moments: When someone is looking for inspiration or specific information but is not looking to purchase a product or service.
- Search Examples: “what are the best cardio exercises?” or “what is our GDP for 2018?”
2 | I-Want-To-Go Moments: When someone is looking for a business nearby that will fulfill their current needs.
- Search Examples: “best sushi restaurant near me” or “where to get lottery tickets”
3 | I-Want-To-Do Moments: When someone is looking to complete a task or learn a new skill.
- Search Examples: “how to cook spaghetti” or “how to make a french braid”
4 | I-Want-To-Buy Moments: When someone is ready to make a purchase.
- Search Examples: “where to buy leather shoes” or “Chinese take-out delivery”
As displayed, these searches are not honing in on one particular brand, they are looking for the best option at this very second, and whoever’s mobile advertising is able to present the greatest relevant product at the fastest time wins the conversion.
That being said, here’s a step-by-step guide in leveraging micro-moments through digital marketing strategy:
1 | Is Your Landing Page Mobile Friendly?
Is it loading slower than users expect? Studies show that 53% of mobile users will abandon a page if it takes more than 3 seconds to load. Make sure your landing page is fast to load by assessing it through Google’s mobile-friendly test.
2 | Apply Data to Study Consumer Behavior
Google Analytics informs you what keywords trigger clicks to your website, what time and what location your site is most popular, and what pages customers spend the most time on. Learn what aspects of your product viewers find most valuable, and who they are as a consumer. Use this information to answer “who is this person, and what questions are they searching before landing on my site?” Make use of Answer The Public and Ubersuggest to help with your research.
3 | Make a Micro-Moments Map to Understand Consumer Journey
Once you’ve got a good idea of questions your target audience may be asking before reaching your site, it’s time to organize their thought process into a journey map. Start with the individual’s primary curiosity (I-Want-To-Know), the process of research, final decision-making (I-Want-To-Go or I-Want-To-Do), purchase (I-Want-To-Buy), and ending it with post-purchase (overall consumer experience).
4 | Place Answers to Those Questions on Your Landing Page
Okay! Your landing page is fast, you understand your consumers’ needs and questions, and you’ve mapped out their thought-process when deciding and making a purchase, what’s next? Ensure that you provide the exact information they were searching for on your site. This involves answering the most asked questions through blog-posts, calendars, or on your main page. Make it simple and fast for them to access this information before they lose interest (which can happen in nanoseconds).
5 | Continually Improve The User Experience
Micro-moments can provide insight into how prospective purchasers interact with your brand before making a decision. Make sure to optimize every phase of the thought-process so you don’t lose them along the journey.
When it comes to digital marketing and web design and development, Fahrenheit Marketing is your one-stop-shop. We know what it takes to make your brand succeed, and we would love to share our expertise with you to expand your digital presence. Say hello to our team and let us assess your brand’s needs, and we’ll take care of the rest.