Micro Moments – The New Consumer Behavior
“Life isn’t lived in years or days or even hours it’s lived in MOMENTS“
As mobile has become an important part of our daily lives, we’re witnessing a basic modification in peoples’ behavior the way people consume media and the interactions that now occur instantaneously.
There are hundreds of these moments occur every day—checking the time, texting, chatting with friends on social media.
Yet, at that point there are some different moments— I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these “micro-moments“, and they’re distinct advantages for both customers and brands.
Micro-moments are intent-rich moments when decisions are made increasingly on a smart-phone to act on a requirement to learn something, do something, discover something, watch something, or buy something.
In this new age, it won’t be sufficient just to be available across more micro-moments. We’ll all be expected to stay a step ahead of consumers—to know their needs even better than they do.
Effective advertisers will have a lot of further understanding of their customer at each experience. They’ll concentrate on obtaining a point by point, information-driven view to truly know them and help them along with their individual journeys.
“Knowing your customer is great, but knowing how they behave is even better” – John Miller
Micro-moments have been quickening customer desires for “right here, right now” experiences.
Consumers have become more empowered than ever to get what they want and when they want it.
Here is the glimpse of Consumer Behavior –
1. The “Well-Advised” Consumer
Think about the last time you used your phone to search out a solution or guide a choice.
People today need to be enabled to settle on the correct choice, massive or small—and they’re turning to their phones for recommendation to guide them. So that they are often assured in any call they’re creating, massive or little.
2. The “Right Here” Consumer
People additionally expect digital experiences to be created only for them—including experiences that are tailored to the area they’re in the present moment.
Today, consumer expect brands to collect enough info to deliver location-specific responses while not somebody having to go looking for all the world.
Even they assume their mobile will know wherever they’re and can deliver info consequently.
3. The “Right Now” Consumer
Ever required a café reservation, a hotel room at the last minute? Or on the other hand medical store? Consumer turns to their smartphones more than some other source to assist them to get things done, decide or buy.
And everyday consumers are progressively dependent on their smartphones to help make a last minute purchase or they expect that brands should react by understanding their wants and addressing them immediately.
Illuminating this behaviour and also the associated customer expectations have proven to be extremely helpful for marketers.
In some ways, the micro-moments communication has provided a reset and a roadmap for companies. It helped marketers deem that moments mattered most, and it created urgency.
Strategies to Succeed in Micro-Moments World
There are many micro-moments throughout the day people use their mobile phones to search out answers to their queries and solve issues whereas on the go. This means there are more opportunities than ever for your brand to be there and useful. People depend on their mobile devices to manage their lives and encourage their plans.
1. I-Want-to-know Moments
At the point when people look at their cell phones for information or motivation, they rely on relevant and quick results. These I-Want-to-know Moments are chances to decidedly impact view of your brand image.
(i) Anticipate customer questions – grab your smart-phone and perform a number of the highest searches associated with your category. Is it accurate to say that you are there?
(ii) Ensure answers are easy to search out – create it simple for customers to find the information they are trying to find regarding your complete brand or product.
(iii) Help customers at each step of the way – Even for larger purchases or future goals, mobile analysis plays a part. Ensure your brand offers potential customers useful data for each part of their decision-making process.
2. I-Want-to-Go Moments:
I-want-to-go moments happen when individuals are searching for things in their location be it an exercise centre, a shopping centre, coffee shop or a plumber. To win these moments, meet customers by utilizing location signals to focus on relevant locations, store inventory and driving directions.
(i) Recognize the importance of local search – In I-want-to-go moments, proximity matters since customer’s area unit searching for a link to the physical world. Once you are developing your advertising strategy, take into account the importance of location-based searches (i.e breakfast close to me, salon near to me).
(ii) Make your ads relevant to local messaging – People wish to seek out the information they are searching for as quickly as possible in their I-want-to-go moments. Direct customers to your stores by providing directions and featuring the in-stock things they need.
(iii) Provide helpful local info on your web site or app – Convenience usually matters in I-want-to-go moments over complete loyalty. Create it straightforward for customers to seek out helpful information such as hours, inventory, and pricing-while on their smart-phones.
3. I-Want-to-Do Moments
Thanks to mobile, the instruction manual is a thing of the past. Customers currently use their mobile devices and online video for facilitating with huge issues, tiny fixes and everything in between. And brands that are useful in these I-want-to-Do moments can leave a long-lasting impression.
(i) Identify your consumers’ moments of desire – Explore the actual times of day, week, or a year once how-to searches for your brand category are preferred, and make sure that you are providing helpful content in these moments.
(ii) The importance of online video – Consider what your consumers are doing with your product or service, and make sure you have-to videos that can help.
Add descriptive titles, details, and relevant tags to your how-to videos so that consumers can get to them quickly.
(iii) Make sure your content is mobile-ready – Your online videos should be viewable from any smartphones or gadgets, at whatever people choose to tune in.
4. I-Want-to-Buy Moments:
I-want-to-buy moments can happen anytime and anywhere- in the makeup aisle, in the kitchen, or on the street. When people need help deciding what to buy, your brand can influence their choice by being there with the right information and providing a frictionless checkout.
(i) Identify your shoppers’ micro-moments – Talk to your buyers to make sense of how and when they are researching and creating purchase choices.
(ii) Deliver relevant online communication – Look how customers are searching- the queries they raise, the terms they use – and build the ads and content that give useful answers.
(iii) Measure each shopper touch point – To account for all the ways in which digital impacts a consumer’s call to shop for one thing, take steps to live results online, across devices, in apps, and in stores.
So to capitalize on that behaviour and win over consumers, marketers have been forced to rewrite the rule book. You’ve had to double down on addressing the needs of consumers at the moment, committing to being there and being useful each and every time you can help advance the journey. In short, marketers have had to start being a lot more assistive towards their targeted consumers.