MICRO – MOMENT MARKETING

Vidhya M

Micro MomentA micro moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately.

Classification

Classification

65% consumers look up more information online.66% of smartphone users turn to their cell phones

to look up something they saw in a TV commercial.

I-want-to-know moments

2X increase in “near me” search interest in the past

year.

I-want-to-go moments

91% of smart phones users turn to their phones for ideas while working.

100M+ hours of “How to “ contents watched in

YouTube.

I-want-to-do moments I-want-to-buy moments

82% of smart phone users consult their phones while in a store while deciding what to buy.

29% increase in mobile conversion rates in past year.

What happens..

Evolution

Stimulus – Advertisement

First moment of truth - consumer follows a predictable consumer journey from ad through to purchase.

Second moment of truth - experience  

The introduction of the Zero Moment of Truth (ZMOT) challenged marketers to consider new, intentional strategies to enable brands to become discoverable and capture attention in the discovery stage before guiding consumers through to purchase.

Micro-moments in action

People evaluate purchase decisions ‘in-the-moment’

• According to Google, 1/3 of online consumers aged 18-34 say information discovered through search caused them to buy a more expensive product in a store if that product is more effective.

• Mobile means consumers can instantly search and compare products in the moment, meaning marketers must win these moments by providing timely and relevant information, such as product details, reviews and testimonials.

People solve problems ‘in-the-moment’

• If something breaks or goes wrong, or if a consumer suddenly thinks of something they might need in a given moment, they’re likely to pick up their smartphone to take action.

• Google has found that online consumers purchase in unexpected places - 39% in the kitchen; 28% in the car; 21% in the bathroom.

The micro-moment action plan

1. Make a moments map• Identify a set of

moments you want to win or can't afford to lose by examining all key phases of the consumer journey.

2. Understand customer needs in-the-moment• For each moment

you want to win, put yourself in the consumer's shoes. Ask “What would make this easier or faster? What content or features would be most helpful for this moment?”

3. Use context to deliver the right experience• Leverage

contextual signals like location and time of day to deliver experiences and messages that feel tailor-made for the moment.

4. Optimise across the journeyPeople move seamlessly across screens and channels. Ensure your brand delivers seamlessly in return and don’t let competing objectives or department silos stand in the way.

5. Measure every moment that mattersWhile the return

on investment for certain moments may not yet be directly measurable, use credible estimates to ensure nothing’s falling through the cracks.

THANK YOU