In recent times, we can see that the mobile phone has been an indispensable accessory in the lives of people, as in our everyday lives the use of the mobile phone is of utmost importance in roughly everything we do, be it in communication, texting our friends and families and many other things. Even some research findings conducted by Google proves the notion to be true; according to Google Analytics:
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]68% of people say they check their phones within 15 minutes of waking up in the morning.[/clickandtweet]
- Also [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]30 % are willing to admit they actually get anxious when they don’t find their mobile phones on them.[/clickandtweet]
With these statistics we can see the relevance of smart phones in the everyday lives of people, but these are just the conventional uses, as also in the lives of these people there are instances when they need their smartphones to carry out some tasks or get some knowledge while on the go. This leads us to Micro-moments, in this phase people are now seen as consumers .
Getting Familiar with the Consumer Behavior
[clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]Micro moments are specific mobile moments in which consumers take quick decisive actions mainly to satisfy a need or to know more about something, maybe a product or service.[/clickandtweet] Sridhar Ramaswamy, Google’s Senior Vice President of Ads & Commerce describes micro-moments as follows:
Micro-moments occur 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 decisions are made and preferences shaped.
These needs are of utmost relevance to them at that moment so it is up to online marketers to take advantage of these moments as quickly as they occur as Self-help author and motivational speaker Louise Hay ascertained that [clickandtweet handle=”seohorizon” hashtag=”” related=”” layout=”” position=””]“The point of power is always in the present moment.”[/clickandtweet], with these change in consumer behavior, it is now up to brand marketers to adapt and reap the countless benefits it brings, i mean we all know that we live in a mobile-oriented world and this has greatly impacted the way in which consumer behaves in relation to online purchase of products or getting relevant information about a product, therefore marketers have to keep up in order for them to benefit.
Relevance of Mobile phones to Today’s Consumers
In our world today people actually depend on contents or information they access on their smartphones in carrying out range of tasks, it may be to purchase a product online, or even to get information of a brand while shopping, or even in their day to day task consumers depend on their smartphone to get information on how a specific task should be performed. “Like for instance you happen to have a sudden call from your Boss that he is visiting tonight and you know for sure that you have to prepare a great dish but you totally have no idea of how to go about that, your best shot will obviously be your mobile phone as that is the quickest means of getting great recipes at that moment”, at times like this consumers are rarely seen facing their desktops or laptops but are actually neck deep in their smart phones seeking for one thing or the other, this is where they get in contact with relevant brands or ideas which can satisfy their needs and also the moment brand marketers should act towards the satisfaction of that need in the most timely manner. According to Google;
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]82% of consumers consult their phones when in a store.[/clickandtweet]
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]66% consult their phones to learn more about something they saw in a TV commercial.[/clickandtweet]
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]51% have purchased from a brand or company other than the one they intended because information provided was useful in moments of need.[/clickandtweet]
- Also [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]91% use their mobile phones for inspiration when in middle of a task.[/clickandtweet]
With this discovery, brands ought to have the specific content in place to meet customers where they are in their online customer journey. They must be equipped to understand what these consumers are doing online and what specific product or information will motivate them to convert during micro-moments. For marketers to succeed in this situations, according to Google they have to;
- Be present: this implies that your brand has to be available the moment consumers need them, that is marketers have to up their game in order to deliver at these specific micro-moments.
- Be relevant: you have to provide useful information to your consumers, as we know consumers actually get turned off if the information found is not capable of meeting their needs, so marketers have to provide useful digital information in order to spark consumers interest.
- Be Fast: this offers a literal meaning, as already known consumers actually want these services or products as quick as possible, so it is up to marketers to create mobile experience that offers seamless service in the process of meeting consumers needs.
Major consumer micro-moments
Consumers journey towards the satisfaction of their various needs cannot be overemphasized as there are various moments which define the basic intent consumers have at a given time. According to google there are four moments that define consumers needs as listed below;
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
These listed moments specifies or shows what the consumer really want and it is up to online brand marketers to respond in a timely manner to make sure that these needs are met.
Billions of times per day, consumers turn to google for i-want-to-know, i-want-go, i-want-to-do,and i-want-to-buy moments and at these times consumers are increasingly picking up their smart phones for answers.Jerry Dischler, VP, Production management Adwords
Provide pertinent information to consumers in their “I-want-to-know moments”
This is a moment in which consumers are actually in need of information about a product or service, it is a research process in determining the right step to take when planning to purchase a product for immediate use or for one which will be purchased at a future time, in this phase marketers major goal should be on tutoring or giving the consumer more information about the product, as he actually wants to know more at the moment before making any final decision on purchase, like for example a consumer may be searching for online shoe stores that has his exact shoe size or he may be in search for a brand of an automobile that will suit his lifestyle et cetra. So brands sites or apps have to research on the kind of searches that consumers are likely going to make in regards to their products or service and endeavor to provide swift results to their queries at that moment, if you can successfully provide timely and useful information to consumers your brand will definitely be on their mind when they come to a final decision.
[clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]According to Google; 69% of smartphone users are likely to buy from a company whose mobile site or app can help find answers to their questions easily.[/clickandtweet]
Make yourself accessible in consumers “i-want-to-go moments “
These are moments which occur when consumers are literally searching for places within their locality that offers certain products or services that are deemed important to them at that moment, marketers have to study various locations which offers best proximity to consumers and make use of them, that is they should make sure their brand’s site shows up in the consumer’s search result and make sure their apps offer directions to consumers.
Also it is prerequisite for brand marketers to give consumers relavant information about the availabity of those products or services as this will assist consumers in knowing more about the place and their intended purchase. At these times consumers are likely to make use of online sites or apps of brands that give the most relevant information as it pertains to their needs, that is marketers have to offer proximity, needed directions and also basic information about the stock listing at that time. According to Google:
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]61% of smartphones users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location.[/clickandtweet]
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]76% of consumers who conduct a local search on their phone visits the store within a day.[/clickandtweet]
Offer the best assistance in Consumers “i-want-to-do moments”
Consumers at most times are in search of online helps that could show them how a specific task should be carried out, it could be how to make home brewed cappuccino, how to fix the water heater and many more.
Thanks to smartphones, consumers can now access this information as fast as possible, at this moments companies online marketers have to provide the relevant information he needs to carry out the task at hand, also it is relevant that brands optimize their sites or apps so that it can be easily accessed by these intent-driven consumers, these assistance could come in written step by step guides or through online videos which should also offer step by step guides, as these videos are known to give consumers the best information they need at that moment. Consumers are always happy to carry our these task themselves through your help, so you have to make sure that your assistance leaves a lasting impression. According to Google research:
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]91% of smartphone users turn to their devices for information or inspiration when in the middle of a task.[/clickandtweet]
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]Searches related to “how to” on youtube are growing 70% year over year.[/clickandtweet]
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]48% of smartphone users are more likely to buy from a company with instructional video content on its sites or apps.[/clickandtweet]
Influence Consumers choices in their “i-want-to-buy moments”
This moment could be seen as one of the most unexpected and most crucial among the other moments as this can happen within any given context, maybe at the park, or while shopping or even while at home consumers can choose to turn to their mobiles to make an online purchase, so companies have to make sure their brand sites or apps are always accessible at these times. For instance a mom may decide to get her kid a pair of sneakers as a birthday present, instead of going out, she is sure to visit the internet to search for available brands to speed up her purchase.
Prior to this moments brands can do a survey on the preferences of consumers in relation to their products in order to determine how to meet their needs and also to ensure that the content provided via online search actually fits with the actual store details as this will increase consumer’s trust in your brand’s products or services. Lastly as we know consumers are in the moment, so marketers have to deliver fast paced service and final checkout without delays as this will boost consumer’s preference for your brand’s sites or apps. According to Google:
- [clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]58% of smartphone users are more likely to buy from companies whose mobile sites or apps allows them make purchases quickly.[/clickandtweet]
A new Harvard Business Review Analytic Services (HBR-AS) report sheds some light:
[clickandtweet handle=”” hashtag=”” related=”” layout=”” position=””]Most executives will have their hands full optimizing and integrating their channels, but one thing is for sure: Mobile—increasingly the entry point to a business—is the place to begin.[/clickandtweet]
With all these being said, Marketers have to step up to the challenge and do all that is necessary in order to win consumers over and provide services that will leave a lasting impression and encourage repeat buying.
References: Google/Ipsos “Consumers in the Micro-Moment” study.