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Micro Moments

Micro Moments

Relevance of Micro Moments for a brand's success, sustainability and credibility

Infograph displaying Micro Moments

In this era of the global economy, scientifically driven, technologically advanced society, go-getter, easy-going attitude- buyer behavior and expectations have forever changed. With mighty Smartphone in our hands, we can do a lot more than just attending calls, scheduling meetings, texting, check the time, or catch up with pals. We look up to our powerful phones with aspiration and expect brands to deliver instant solutions. Now the time has come where - I-want -to-know, I-want -to-explore, I-want-to-calculate, I-want-to-buy moments that decisions are made and choices are shaped.

Now that personalized leisure, entertainment and amusement are more convenient than ever, people seek and actually are enjoying bursts of entertainment anytime, anywhere. Video usage has gone from prime time to all-the-time—and to embark on to this shift in behavior, it requires a new advertising model when it comes to video strategy.

When prospects or buyers seek the response, explore new things or make a decision, they tend to take to a device for advice. This is one of those moments of business which is known to be micro-moments, and they can just occur in buyers search, on company's brand's website, on your brand app, and—increasingly—they are taking place on YouTube.

These micro moments of intent and aspiration are reformulating the purchase journey; people want the correct information just in that particular moment. Brands' chances to connect with buyers through video have burst into trillions of these moments. But to take a triumph over at video micro-moments, you literally need to know how to find them, act on them and how to chase on them.

Now that video consumption has passed on from prime time to all-the-time, how can businesses capitalize on video micro-moments? Here we are sharing 3 must-dos for brands that want to be most apt when buyers turn to video.

TV time, once at most of the households used to be a compromise. After turning over through the limited shows that were "TUNED ON," they would all reconcile on for something that made everyone kind of entertainer. Now, each one can watch exactly what they want, when they want, thanks to the Smartphone, tablets that never deprive us of our favorite shows, movies, songs on the go, all-the-time. Mobile video means your daughter can catch up on "Little Mermaid" while son can watch "Game of thrones", the wife can unstoppably see daily soaps, father busy with the News nation while you enjoy your cricket league Open and everyone else in their preference of TV.

Everyone's happy!


How can marketers connect effectively during micro-moments?

Brands can recognize micro-moments by spotting times when someone has a specific kind of requirement. Someone may intent to know something, somebody may desire to have something done, or someone may want to purchase something. It is about creating the tools or content to allow people to fulfill whatever they want in that VERY moment.

The need of the time is to prioritize the micro-moments your business cannot afford to lose.

Next, operate with your technical team and your advertising agency to obtain the "share of intent" metric for your company or brand. Assess that metric for category-relevant searches on both desktop and Smartphone, and watch how you mound up against your core competitors. Possibilities are you will recognize some gaps. Make a strategic plan to cover those gaps over time by amplifying your ad coverage through increased number of micro-moments and expanding your share of intent.

When you fail to be there, you are simply serving in silver dish a handful of "opportunities" over to your key competitors. Nobody wishes that (of course, except your competitors). So identify those micro moments when you should be present right there, and dig in your heels.


Four Key Moments to Be There

OK.
So, you are all set to be there in the micro-moments that make a significantly huge difference to your brand, and you are devoted to expanding your share of intent, particularly on mobile. But how do you get started, after all there is plenty of promising moments?

An excellent educating principle is this: be present across all stages of the buyer's journey, not just when a person is ready to buy. To fulfill this, consider 4 Key Moments types that depict the complete range of needs probable or potential consumers have.


I-want-to-know moments

Someone is researching, surveying, exploring or but not yet in buying mode. They want relevant and reliable information and maybe even motivation, not the hard sell.

Consider this: About 80% of mobile users today immediately consult their Smartphone to know and explore more about something they watched in a TV commercial.



I-want-to-go moments

People are seeking up to a domestic business or are considering purchasing an item at a local store. Being present there means prompting your physical business to get in their consideration set, in that moment.

Consider this: "Near me" searches have shot up to 2 times in the past year and more than 80% of Smartphone users claim they use search to identify a local business.



I-want-to-buy moments

These are vast, of course. Someone is willing to make a buy and may require help deciding what, how or if to surely to purchase. You cannot just presume they will approach you; you need to be there with the substantial information to secure the sale.

Consider this: 80% percent of Smartphone users turn to their Smartphone for advice during in a store.



I-want-to-do moments

These may occur before or after the purchase. Any which way, these are "how to" moments when consumers seek assistance with getting things done or trying out something new. Being there on the moment with the correct content is the key.

Consider this: About 70% Searches are conducted on "how to" on YouTube channel and still growing year-over-year.
Creating a powerful "be there" scheme across the Four Key Moments types needs taking into account 2 factors: a user's intent and aspect.

Exploring intent will make you concentrate upon most particular customer needs, that you could cater to within each moment type. Here you want to view into things like trending searches, top searches, and top search questions suitable to your product or service category search.



Ask yourself over and over again–are you there?

Next, context for consideration is aspect. In other terms, think about how the customer's wants and needs might change depending upon their situation. Does the device, location, or time of day, be grounds for a more customized approach to being there?

For instance, should you be present there uniquely for I-want-to-go moments, while store hours vs. after store hours? Should you have a distinct proposed action for I-want-to-know moments when a person is inside your bank vs. far away? When they are seeking guidance on a Smartphone vs. tab vs. laptop?

Accounting for these intent/aspect conjunctions will not only help you determine more tailored and potential micro-moments to go after, but they can also inspire ideas for how to be most beneficial to your existence in your ad messages, marketing campaign, app functionality and content, when you are there.


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