In today’s competitive market, even the smallest changes in consumer behavior can make or break your marketing strategy.
That’s why so many businesses are turning to micro-moments, brief moments of time that happen throughout the day and occur when people are looking to take action and make purchases—whether it’s in the kitchen, while browsing the web, or waiting for an elevator.
As you probably already know, traditional marketing methods (think ads on television) are not as effective if your goal is to drive traffic to your website and increase conversions.
Instead, as per our conversation with Faisal Abidi, marketing expert, tech entrepreneur and co-founder of RNF Technologies, you need to target where your customers spend most part of their day — on their phones. This is where the concept of micro-moments comes in.
What are Micro-Moments?
More and more, people are turning away from TV ads and paid social media ads. Instead, they’re engaging with content through seemingly random moments during their day — known as micro-moments.
For example, a customer in a store may scan their smartphone while standing in line at Starbucks or consult it while sitting on their couch watching television. It’s vital for companies to try and leverage these very moments to stand out.
Micro-moments are an important marketing concept because they reveal new opportunities to connect with consumers when they’re most receptive and open to learning about your brand.
They also show how consumers expect brands to be present in their lives at all times, not just during planned marketing events like TV commercials or online banner ads. In fact, more than 80% of people say they would rather receive relevant content from brands in their moment of need than from a search engine like Google. It means you need to be prepared with content that addresses consumer needs at any time of day or night.
When you successfully engage your customers in micro-moments, you’re not only building awareness of your brand or product; you’re also shaping how that person views your organization going forward.
The 6 Types of Micro-Moments
A recent study identified 7 distinct types of micro-moments that companies can take advantage of to deliver a more engaging, personalized experience. These micro-moments are: (1) seek, (2) plan, (3) connect, (4) entertain, (5) escape, and (6) solve. In each type of moment, a consumer is focused on a different activity that serves as their main motivation. Let’s break down each of them:
1) Seek: These are moments of high intent when people are open to learning new things and making decisions, but they aren’t yet sure what they want or need.
In “seek” moments, consumers go online for information about a problem or situation that requires a solution. They’re looking for a starting point or simply trying to gather more information about their options and what it will take to make an informed decision about how best to proceed.
2) Plan: In these moments, consumers are looking to find information about how best to accomplish a task or complete a project. They’re looking for step-by-step instructions and other resources that will help them get things done.
This type of moment is often triggered by something they’ve just read or watched. For example, if they just read an interesting recipe, they might go online in search of cooking tips and how-to videos. Or if they just watched a video about DIY home improvement projects, they might go online in search of inspiration and ideas.
3) Connect: These are moments when consumers go online in search of a specific person or group. They’re looking to connect with others who share their interests, hobbies, or passions. It can occur when they’re on their way home from work, grabbing a coffee, or waiting in line at a store.
For example, if they just watched an interesting TED talk about travel photography, they might go online in search of other photographers who have traveled to similar destinations and would be willing to share tips and advice.
4) Entertain: Here, your prospective customers are looking for something fun or interesting to do, watch or read. This type of moment is often triggered by boredom, loneliness, or stress.
For example, if they just finished a long day at work and need a break before heading home, they might go online in search of something funny or lighthearted to watch on YouTube.
5) Escape: These are moments when consumers go online to avoid a problem or situation. They’re looking for something that will help them forget about what’s stressing them out or just give them a break from whatever is going on in their lives.
For example, if they just had an argument with a friend, they might go online in search of funny videos and articles that will distract them from thinking about it.
6) Solve: These are moments when consumers go online in search of a solution to a problem or situation. They’re looking for ways to fix something, either because they can’t do it themselves or they don’t have time.
For example, if their car won’t start and they need help right away, they might go online in search of a quick and easy way to get it running again. Or if they just watched an interesting video about how to make a cake, but they don’t have all of the ingredients on hand, they might go online in search of recipes that use only what they already have at home.
Summing up, you can see that micro-moments happen in different contexts and they have different triggers.
Here’s How You Can Utilize them in Your Marketing
There are a number of ways marketers can use micro-moments to improve their marketing strategies. The first thing you should do is be ready when consumers are in micro-moments. Keep up with your business’s social media and be prepared with some great content that captures your target audience and solves one of their problems.
As pointed out by Faisal Abidi, you should always think about where you want your customers right before they’re making a purchase decision so you can give them what they need at that moment, whether it’s coupons or instructions on how easy it is. Whatever you decide, make sure it reflects who you are as a brand and what makes people fall in love with your products and services.