Brands And Digital Marketing Have A New Opportunity To Catch:

THE MICRO-MOMENTS

PLAY THE VIDEO AND DISCOVER
THE ORGANIC MEDIA ERA

What are Micro-Moments
and why they are so important

A LITTLE GUIDE
TO A BIG CHALLENGE

Micro-Moments are intent moments, key moments, moments of truth. The explanation has been introduced by Think with Google, the web content platform owned by Google that publishes researches, analysis, ideas and inspiration for marketers.

By definition, a Micro-Moment happens when people experience a need and they turn to a device – typically, a phone – acting on that specific need.

Technologies and the web-mobile era also changed the habits on timing and frequencies of the online researches. People tend to get the information they need in various and unpredictable moments of the day (in line, on the bus, etc.).

So, not only every micro moment is a great opportunity for brands to connect with people, but they are real resources: the tools that marketers and mobile marketing have to intercept consumers, in a specific moment. The customer journey follows new paths and brands need to provide the right information at the right time, Micro Moment by Micro Moment in order to, eventually, influence buying decisions and beat the competitors.

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Micro-Moments can be split into four categories.

I-Want-to-Know Moments

The consumer is surfing the web, doing a simple mobile search; maybe he has an undefined will or he’s just looking for inspiration.

I-Want-to-Go Moments

The consumer is searching for a place or a business nearby. An interesting data: 82% of smartphones users use a search engine when looking for local businesses.

I-Want-to-do Moments

Help, instructions, crucial moments where people want to discover how to do something.

I-Want-to-Buy Moments

The consumer is ready to buy. But he may need further quality information to close that purchase.

modern, digital, bright.
A new kind of consumer is born.

SAY HELLO TO
THE AWARE CONSUMER

Nowadays, the concept of a traditional consumer has been reaching a critical point.

On one hand, consumers are overwhelmed by advertising, ooh, push notification, banners campaigns and programmatic advertising. The level of attention is lower than ever. On the other hand, people are way more curious than the past, even about small things. They are more demanding and they look for experiences and personalization. Eventually, the are also more impatient, because the decisions need to be made way faster.

The aware consumer behaves differently from the old days. The aware consumer immediately looks for answers by searching online, mostly via mobile. Marketers used to define their strategies by splitting people into demographic and/or behavioral targets. But those categories are over now, because the new consumer journey is guided by his need states, hundreds of need states, impossible to be pigeonholed in old marketing resources like age or social classes.In a sentence: the demographic targets are dead, and the new challenge for brands is to intercept consumers’ need states and be there to answer them. Understanding the importance of a crucial trend: Micro Moments.

In this competitive new scenario, the possibility that a brand can effectively engage potential buyers it’s a matter of seconds, moments, or – exactly – micro-moments.

Your audience is right next to you.

BRANDS WILL BE CONTENT PROVIDERS

As we said, micro moments matter.

And they are hundreds and hundreds.
Micro moments are the expression of an audience looking for answers.

And brands need to know them, understand them, recognize them, and soak them up.

In order to offer to its customer base what is looking for, a brand must:

BE THERE, BE USEFUL, BE SMALL, BECONSISTENT

Discover the Organica media model

BE THERE

Anticipate every meaningful micro-moment by tracking and mapping the micro-moments linked to its business model.
BE USEFUL

Design targeted and customized content. The question is: “How can I help my customer?”
BE SMALL

Grant a real digital user experience. By using the local search, for example.
BE CONSISTENT

Create device-friendly content as a part of a wider and engaging omni-channel experience. Messages must be coherent, the result of an unified marketing strategy.

THE KEY QUESTION IS HOW CAPTURE THE BRAND

audience.

The focus for today’s management is to accept that a company is not the center of people’s world. Rather, an audience need to be captured through products related online searches and through the entire world of that market associated micro-moments.

In order to intercept its organic audience, a brand must associate a Micro Content to every Micro Moment, becoming a true content provider.

And a micro content can be:

a long or a short video
just an image, maybe
an accurate editorial piece of writing.

No matter what the medium is: its goal is to impact on the user’s attention when the expectation are high and a relevant decision is going to be made.
In order to accomplish that, every brand’s digital proprieties and touch points (websites, social media channels, e-commerce, etc.) need to be turn into new need states oriented channels.

Challenges are always
great opportunities of innovation

DISCOVER ORGANICA MEDIA SOLUTIONS and its Micro-Moments architecture

Organica is the first media model based on micro-moments that reaches
the Organic Audience of a brand
on Search engines throughout its integrated system.

A new cutting-edge content development approach
for a tomorrow digital media world.

DISCOVER OUR METODOLOGY

Brands And Digital Marketing Have A New Opportunity To Catch:

THE MICRO-MOMENTS

What are Micro-Momentsand why they are so important

A LITTLE GUIDETO A BIG CHALLENGE

Micro-Moments can be split into four categories.

I-Want-to-Know Moments

I-Want-to-Go Moments

I-Want-to-do Moments

I-Want-to-Buy Moments

modern, digital, bright. A new kind of consumer is born.

SAY HELLO TO THE AWARE CONSUMER

Your audience is right next to you.

BRANDS WILL BE CONTENT PROVIDERS

BE THERE

BE USEFUL

BE SMALL

BE CONSISTENT