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What’s A Micro-Moment? | WMI

02 Sep 2015 Ann D'Adamo

in Integrated, Digital

consumer behaviorThe idea used to be that consumers would spend hours in front of their desktop researching their next major purchase, vacation, or reading the news. Now, this is done in micro-moments. At the moment of interest, consumers can simply tap—or speak—into their smartphone and the information is delivered in seconds. In an instant, decisions are made and opinions are swayed.

What are Micro-Moments

Marketers are referring to these moments of intent-driven search as “micro-moments.” Categorized into three segments, “I want-to-know,” I want-to-go,” and “I want-to-do,” they are game-changers for both consumers and brands. Why? The ease of pocket computing has trained consumers to believe that the information highway is in the palm of their hand. With limitless access to information, any time, anywhere, consumers have come to expect that brands will deliver the information they need on demand.

Consumer Behavior in Micro-Moments

According to research from Think with Google, 91% of smartphone users look up information on their smartphones while in the middle of a task. Of those users, 82% consult their phones while they are in a store, deciding which product to buy—presenting a real opportunity for brands to showcase their products, as one in 10 of those consumers decide to purchase a different product than they had originally planned. And, of consumers shopping online, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.

Opportunities for Brands in Micro-Moments

We don’t go to the store without our wallets, and the same is increasingly true for our smartphones. One of the biggest opportunities exists when customers are “showrooming” or researching products in-store. Through digital technology, brands can deliver messages directly to consumers at the moment of interest, effectively converting consumers on the spot. Marketers can also leverage contextual signals, like location and time of day, to deliver experiences and messages that feel tailor-made for the moment. For example, let customers searching nearby your stores know when products they’re looking for are in-stock or available for in-store pickup.

As those “I want-to-buy” moments, increasingly become “I want-to-learn” moments, brands can serve how-to videos that engage and delight users, wherever they are, at the moment of interest. The Think with Google study found that after watching a YouTube video, people actively search for products. Across more than 800 campaigns studied, 65% of campaigns saw a significant lift in brand interest after viewers watch their ad on YouTube.

When marketing to women, brands must tap into their unique purchase journey. At Women’s Marketing, we leverage our nuanced understanding of her path-to-purchase combined with the latest in proven marketing and advertising technologies to deliver bespoke media plans for each client. Contact us to discover how we can help your brand capture her attention when, and where, it matters most.

Sources: Think with Google: How Micro-Moments Are Changing the Rules, Think with Google: I Want To Know Moments: How Mobile Has Re-Shaped the Purchase Journey

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