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The Importance of Micro-Moments in Digital Marketing

This article will highlight the importance of micro-moments for all digital marketing strategies. Read on to learn more about these monumental moments.

Are you there the exact moment your customers need you? Micro-moments are becoming more and more fundamental to digital marketing strategy. Mastering these exact moments will significantly advance your digital marketing skills and will equally drive real business results. Sounds good, right? Let’s dive in to see how your business can take advatage of them.

What are Micro-Moments?

According to Google itself, micro-moments occur when a person reflexively turns to their device to seek an instantaneous answer to a question they have. It represents an intent-rich moment that drives decisions and shapes preferences amongst consumers. This concept is said to take four possible forms: I want-to-know moments, I want-to-go moments, I want-to-do moments and I want-to-buy moments. Indeed, the way your business approaches these moments could either make or break your next conversion. Let’s have a look at each one.

Is your brand meeting people with relevant and useful information on mobile?

I Want-to-Know Moments

With micro-sized encyclopedias in our pockets, consumers are increasingly turning to their mobile phones in search of information. We have all been there. For instance, what is a healthy breakfast choice? How many kilometers are in a mile? In total, Google estimates that 66% of people use their mobile phones for these particular moments. Therefore, people who search these questions are looking for an immediate answer. So, is your business ready to answer it for them with rich and relevant content?

Woman on smartphone outdoors representing 'I Want-to-Go' Micro-Moments.
‘I Want-to-Go’ Micro-Moment

I Want-to-Go Moments

82% of smartphone users use a search engine when looking for a local business, according to Google. This indicates that when a user searches ‘lunch spots near me’ or ‘what time does X store open?’, they are looking to be told where to go and when. Think about your brand, is it ready and waiting to direct customers to your location? If not, they might just go somewhere else. The Google My Business tool is worth considering here, for those of you who answered no.

Blue question mark representing 'I Want-to-Do' Micro-Moments
Question Mark ‘I Want-to-Do’ Moments

I Want-to-Do Moments

Be honest, have you ever searched ‘How to tie a tie?’ Don’t worry, we have all been there! It turns out, 69% of people turn to their mobile device when asking how to perform a certain action, says Google. Read more about the growing importance of mobile here. This particular moment is paramount for brands when helping the customer get a job done. Is your brand there to show them how to complete this task? Businesses can do this with interesting brand-related ‘how-to’ videos or tutorials on their social media.

I Want-to-Buy Moments

Furthermore, searches such as ‘Smartphone price comparison’ or ‘Best places to buy organic food’ constitute what Google calls ‘I want-to-buy moments’. At this point, consumers are ready and prepared to put dollars behind their decision. From the digital marketer’s point of view, this is the exact time to close the deal. If your brand is not there and ready to welcome this purchase, a competitor might enjoy the sale instead. Need help with this? Learn more about maximizing conversions here.

Be There. Be Useful. Be Quick.

Why do micro-moments matter?

With all of this in mind, there are three main strategies for succeeding at micro-moment marketing:

  • Be There: increase visibility and be found.
  • Be Useful: provide relevant, timely, and helpful content.
  • Be Quick: get to the point!

Mobile users want to know, go, do and buy quickly. At the end of the day, we are living in a world that finds itself infatuated with convenience. Expectations for relevant, personalized, and helpful content are without a doubt at an all-time high.

In summary, don’t make your brand too difficult to find or the consumer will move on. Proper search engine optimization is the easiest and most organic way for your business to win these moments. Capitalizing on these micro-moments will translate into real business results. Yes, consumers are spending more and more time on their mobile phones. However, these moments are fleeting, hence the term ‘micro-moments.’ You just have to be there, and be ready to seize them!

Did you enjoy reading about this new trend in digital marketing? Read more about other current trends in digital marketing here.