Understanding Micromoments (video)


Google now sees us living in a ‘micro-moment world’. But what do they actually mean by that? In a world where most of us have smartphones in our pockets, plus a whole other host of devices to fulfil our needs, we can take action on them immediately. Micro-moments are these very actions: when we want to know something, go somewhere, buy something, or do something. We’re an impulsive bunch, which makes it even harder for brands to influence our decisions when we’re making them so quickly.

In this video (and below) we break down the four key micro-moments to discover how you can best influence your audience’s behaviour at these points in their mobile consumer journey.

I want to know

Search query: what is, what are, what’s happening?
66% people use their phone in their I-want-to-know moments.

The key to grabbing the attention of these users is getting to know what your audience wants to know. We use our signature gap analysis to identify key questions an audience is asking and then think of new ways to answer them with the most relevant information possible. When it comes to mobile it’s all about making this information accessible. Think about how you can format for ease of reading on mobile, or even turning it into an infographic which will quickly communicate the answer to their query without them having to trawl through a lengthy article. Of course, this is wholly dependent on the nature of the question they are asking, but you always want to relay this information in a tone and format that your audience knows and understands.

I want to go

Search query: what time, ____near me, best route to
79% of people use their phone in their I-want-to-go moments

We have all used our phones’ Google maps to get us from A to B, and this an extension of this sort of query. Ultimately what people need here are accuracy and detail. To best serve this keep your own business’s information up to date and make sure that your location is listed clearly. Say, for example, you are a new coffee shop in east London, it’s important to list your opening and closing times, as well as specific location to allow people to find you easily when searching ‘near me’ type queries. In addition, reviews and testimonials can work wonders here, as it may be the difference between someone coming into your new boutique coffee roastery than another flat-white fail coffee shop down the road.

I want to do

Search query: how to, ____ tips and tricks, recipe for ____
69% of people use their phones in their I-want-to-do moments

This is all about giving people advice: helpful and clear information that your audience can follow and put into action. Here, you have to research into specific queries your audience is looking for instruction or tips on. Also, think about the knowledge your audience might already have as this might affect the way in which you create the content. Say, for example, you’re a new chocolate company you’ve seen many people looking for recipes using avocados. Perhaps creating some recipes using them both (chocolate and avocado mousse is a winner) might be a great idea. Ultimately you need to understand the sort of the things your audience wants to do, and then give them the information they need to do it. This will build their trust in your brand, and keep them coming back for reliable and relevant instructional information.

I want to buy

Search query: “price comparison for” “best place to buy, ___” “delivery near me”
65% of people use their phones in their I-want-to-buy-moments

This is of course, for anyone selling online, a huge opportunity. With more and more of us purchasing on our mobiles, it’s important that your ads are served to the right demographic and at a time in their journey where they want to make the purchase. It’s also important, to make it incredibly easy for your customers to buy on their mobiles. Make sure your checkout and shop is optimised for mobile and provides a smooth customer journey for users. With such a small buying window, any niggles or slip ups when going to check out could cost you a sale.

There you have it, the four key micro-moments Google see to be the future of digital. We hope you’ve found all of this useful, but if you’re still a bit baffled, or just want to chat to us about your digital marketing, get in touch.

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