What is a micro moment?
Simply put, the term ‘micro moment’ refers to an instance wherein a person reflexively goes on a computer or smart device in search of information, entertainment, or something to buy.
If you want a more in-depth understanding of this topic, check out the FAQ section below:
Question #1: How is this relevant to brands?
A relevance of micro moment to brands is because it presents them with an opportunity to capture a lead or convert a prospect.
As we have seen in the previous section, whenever a micro moment happens, the user already has a clear purpose for going on their computer, phone, or tablet. They are already motivated to find a particular piece of information, entertainment, or a product or service to buy—and motivated people are much easier to convert than those who are just online to pass the time.
The key is having the ability to identify these micro moments and knowing how to capitalise—which brings us to the next question:
Question #2: How can I capitalise on a micro-moment?
To capitalise on a micro moment, you will need to provide the user with the exact content or offer they are looking for right at that moment.
It does not matter what the conversion event is. If you can align your content and/or offer with the specific intent of the user at the time the micro moment happens, you more easily get them to take action.
For example, let us say you run a camera store and you want to capture leads who are interested in buying a new action camera but are not yet ready to make the purchase because they are still comparing their options. The best way to win them over is to present them with content that compares the different action cameras that are available to them (and are also available at your store).
But what about prospects who already have their wallets out?
Well, the best way to win them over is to present them with great deals on action cameras or, at the very least, make sure to get in front of them enough so you become their top-of-mind choice.
Question #3: What is micro-moment marketing?
Micro moment marketing is just that: marketing aimed at capitalising on micro moments. It answers five basic questions:
- Who is your target customer? If you want to win them over, you will need to find out what makes them tick and what their biggest pain points are.
- What are they looking for? Again, the key to successfully capitalising on micro moments is providing the user with the exact content or offer they are looking for.
- When are they looking for it? Micro moment is not just about providing the user with the content or offer they want. It is also about providing that content or offer at the exact time the user wants or needs it.
- Where are they looking for it? Of course, your micro moment marketing efforts would only pay off if your target customer actually sees it, so go where they hang out the most.
- Why are they looking for it? By understanding your target customer’s actual intent, you will be able to craft your content, offer, or marketing message in a way that better resonates with them, increasing your odds of closing the deal.
Question #4: What are the benefits on this kind of marketing?
The biggest benefits of micro-moment marketing include:
- Improved brand awareness because you get in front of your target customer at the exact moment that they are looking for the products, services, or content you provide
- Top-of-mind positioning because you are always there when your target customer needs something related to whatever it is you are selling
- Higher conversion rates because, as we have seen earlier, a motivated person is so much easier to convert than someone who is just browsing
- Better customer retention because your customers see you as a reliable problem solver that they can come to when they need something related to whatever it is you specialize in.