Google’s newly coined term “Micro-Moments” has been making its rounds in the digital marketing world recently. Google has even shared that an average consumer experiences about 150 micro-moments a day. But just what does this term even signify? For OC Digital, it signifies a change in consumer behaviours towards instant gratification.
Just what are Micro-Moments?
In this day and age today, consumers are constantly bombarded with content on their smartphones, reaching a point of saturation where they can no longer consume more content than they already are. That’s where micro-moments marketing comes in. The key to micro-moments is to capture the attention of customers with the few seconds that we have.
How can your brand capitalize on this?
Imagine this scenario: You are on your way home from work when suddenly, your mom calls and asks you to purchase an air-fryer. What would you do? Would you do a quick search on Google for the electrical stores nearby?
Looking for somewhere nearby is one of the many micro-moments throughout the day. In fact, it is one of the most common searches. According to Google, nearly 1/3 of all mobile searches are related to location. Savvy brands need to capitalise on this phenomenon and deliver customized information to consumers’ location.
Now let’s say that you have reached the electrical store and saw various brands. How would you decide between them?
A natural course of action would be to do an online search through your mobile phones. Research have shown that mobile searches for “product reviews” have grown over 35%, especially basic consumer goods. With a rising number of consumers turning to their smartphones for guidance and product decisions, it is ever important for brands to differentiate themselves with good content. In fact, 93% of people who use a mobile device for research go on to make a purchase.
Now that you’ve chosen a good product and given it to your mom, your mom asks you for instructions on how to use the air-fryer. Intuitively, you googled and found a YouTube video by the following brand with instructions on the air-fryer. It also links you their e-commerce site with a supplementary product. This is also a form of micro-moment that brands can capitalise on. By increasing the ease of finding information, brands can deepen brand interest and push customers closer to the point of purchase.
What’s next?
“Billions of times per day, consumers turn to Google for I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers,”
-Jerry Dischler, VP Product Management, AdWords.
As we are heading towards an age of assistance, it is necessary to ensure that your brand deliver seamless, fast and relevant experiences to our consumers. Different from our competitors, OC Digital understands this market trend and is committed to guide you through this entire process to make sure that your brand would always be up to date. Click here to contact us!
