How Micro-Moments Are Changing The Way We Approach Online and Mobile Marketing

What’s the one common denominator among most consumers in 2016, aside from the fact that they all use oxygen? They all have smartphones. That’s why mobile marketing continues to rank as a rapidly growing online marketing trend. Smart marketers are discovering that a key element of mobile marketing is the micro-moment.a

So what exactly is this micro-moment? A micro-moment is an instant in time when consumers pursue a desire to discover, learn, do, watch, or buy something. In Google’s words, it happens when when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when people make a decision or act on their current preference. Micro-moments can fall into one of four categories:

  • I-want-to-know
  • I-want-to-go
  • I-want-to-do
  • I-want-to-buy

If you want your product or service to capitalize on the micro-moment phenomenon, think about following these 3 rules of micro-moment marketing:

Be There

Companies have always been concerned about being there for consumers in the brick-and-mortar world. They wanted to ensure they had adequate shelf space and other exposure for their products. But mobile is a whole-different world. Micro-moments are occurring every second of every day. When you factor in the number of active consumers there are throughout the day, the number of micro-moments in a given 24-hour period may number in the trillions.

The question is, are you devoting enough thought and resources to your mobile marketing strategy?

Be Useful

Woody Allen said: “80% of success is showing up”. But, in mobile marketing, just being there isn’t enough. When people find you in those micro-moments, You must greet them with information that is both timely and relevant to their needs.

Be Quick

One of the by-products of mobile is the “I want it NOW” attitude. We’ve come to expect instant gratification in everything we do online. This desire for instant gratification is exacerbated by the fact that we’re usually in a hurry to finish whatever task we’re trying to accomplish at that moment.

If you’d like to learn about micro-moments in greater detail, read Google’s Micro-Moments: Your Guide to Winning the Shift to Mobile.

Tell us what you think below. How can you use micro-moments to improve your online marketing strategy?