Consumer behaviour is changing at a rapid rate. To win the hearts and minds of individuals requires brands to react on micro-moments. Micro-moments are intent driven points in the user decision-making process shaping the customer journey.
Micro moments occur when consumers turn to a device, increasingly a smartphone, to act on a need, notification, search, buy or watch amongst other actions. They are intent rich moments when decisions are made and preferences shaped. When we act on our needs in-the-moment, our expectations are high and our patience is low. This makes the quality, relevance, and usefulness of marketing more important than ever. We want things right, and we want things right away. Consider these findings from some recent research from Google:
- Leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they're standing in line or waiting for the train - Nearly half of those travelers go on to book their choices through an entirely separate channel.
- Smartphone users, 91% look up information on their smartphones while in the middle of a task.
- Smartphone users, 82% consult their phones while they're standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
- Online consumers, 69% agree that the quality, timing, or relevance of a company's message influences their perception of a brand.
- The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers' needs in these micro-moments.
Micro-moments are here to stay. Consider I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments and align your strategies accordingly.