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.
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
THE KEY QUESTION IS HOW CAPTURE THE BRAND
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.