Ever felt like you were aimlessly surfing through your Instagram or Facebook feed for too long that you forgot what you were actually looking for? That usually is a common phenomenon when you are hounded by gazillion gigabytes of remarketed, content-driven and a few intent-driven data. Speaking of remarketing, Facebook began showcasing the archives of our newsfeed through “Facebook Moments”. Well, that is just one aspect of the nomenclature, but looking at it closely, on a microscopic level, there are these micro-moments that make mega-impacts on advertising.
The content that’s about to follow is something that’s rich in intent – an intent to inform the world about “Micro-Moments”.
Is that even a term?
Yes, it is! Going by the textbook definition of it, a micro-moment is an “intent-rich moment” when a person turns to a device to act on a need – to know, go, do or buy.
Let’s talk shop for a while, shall we? A consumer consciously or subconsciously goes through either one, or all of these micro-moments every time he/she is using their smartphones (most of the time). These 4 game-changing moments are what define consumer behavior online.
I-want-to-know Moment: These are the moments when you are looking out for some information regarding something you need or researching a product or a service. You might not necessarily be looking forward to buying it already, but you are on an “Explore Mode”.
I-want-to-go Moment: These are the moments we are direly missing nowadays. These are the moments when you are outside on a trip or a meeting or just leisurely spending your time out or want to do so, you search for places to eat, places to see, places to go or places to shop nearby.
I-want-to-do Moment: Well, the lockdown has made people use this micro-moment to the fullest to some extent. While the whole world was shut down and there was no way to go out to eat or buy fancy gifts, or to learn new stuff, people started to explore new ways on how to do certain things they never did before. Cooking, teaching online, using Skype or Zoom… All these were new to so many people who wanted to know how to do them in the first place.
I-want-to-buy Moment: Finally, we arrive at the moment that’s loved by all marketers and advertisers. This is the moment when the customer has finally made up his/her mind to purchase a particular product or a service and is deciding on what and how to buy it.
https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/micro-moments-understand-new-consumer-behavior/
Why should brands be worried about it?
Consumers are usually drawn towards brands that deliver on their needs when they want it, the way they want it. As marketers and advertisers, it is imperative to note that brands should never miss a single moment to address the customers at every stage. So, what is it that brands need to do so that these micro-moments are captured perfectly?
Be there: Sometimes, making its presence felt is the most effective strategy that a brand can implement. It’s not always about converting a footfall into a sale. If the customer sees you as a brand that resonates with their thoughts, the conversations will spark automatically and that will lead to potential conversions.
Be useful: When the customers finally start noticing your brand and knows about you, the next best thing to do is to be useful. It’s never a good thing to keep a customer waiting. Be quick to address their needs online and offline. When they have a pleasant experience with the team, their faith in the brand is entrusted by itself.
Be responsible: Making a customer feel that you are accountable for your actions makes them trust a brand that’s honest. Creating such strings of seamless experiences result in a collective impact across all platforms.
At 3 Dots Design Pvt. Ltd., these Micro-moments are under the spotlight every time we create a digital or offline communication strategy. A simple mnemonic – KGDB (Know, Go, Do, Buy) is what makes it easier to remember the purpose of Moment Marketing with Micro-moments. We really wonder if there’s any other way to say “every moment matters” any differently.