If you’re not familiar with micro moments, it’s time to listen up. This new term, which is flavour of the month, actually has massive implications. It’s thanks to the recent changes in the way we access information and use technology. More users than ever before are accessing the web, making transactions and generally spending the most time online via their mobile device. It’s a new era of consumer behaviour which has seen many changes to the way we strategise as developers and marketeers. Responsive design was born out of this evolution, but is there far more to mobile marketing than ease of navigation?
Well it turns out there is, and it’s now changing the game forever. As mobile technology becomes even more integrated in our daily lives, a new shift is occurring from the predictable, to hundreds or thousands of micro moments.
What are these ‘moments’?
In the past, less frequent but longer daily sessions in front of a desktop gave more measurable patterns which could be used to gain an insight into the user and market. That’s since changed as users now access their phones and the internet on multiple occasions throughout the day – texting a friend, messaging on social media, watching a YouTube video and so on. These micro moments are users acting on a need, in real time without hesitation.
Most importantly for the marketer, are the moments which have consumer intention. According to Google and other sources, these can be defined as the ‘I-want-to-know’, ‘I-want-to-go’, ‘I-want-to-do’ and ‘I-want-to-buy’ moments. With a limitless access to information, products and services at the touch of a button and from any location on the planet, these moments have come to represent unbelievable importance. Decisions are made during these moments and expectations of the user have never been more demanding.
Fail to evolve, fail to succeed
According to recent research from Google, 69% of online consumers agree that timing, quality or relevance of a company’s message influences their perception of a brand. With micro moments now dominating the user experience, it’s about time brands and retailers realigned to this growing lifestyle trend.
Users now want to solve problems, buy a product and gain information without waiting around. Failure to provide content or optimise the journey from product pages through to checkout is a guaranteed way to lose customers. It’s also essential to consider the needs of the user in a given moment. By putting yourself in their shoes, you can ask the ever-important questions, ‘How can this be made easier?’ ‘What content would be required right now if I had come through to this page?’
What’s more, content needs to be tailored to deliver a personalised or time-dependant experience. By using contextual signals such as time or location, you can alter content or messages to provide a more tailored service.
While there is plenty to be said on micro moments, and even more to be learnt, its importance cannot be underestimated. Those online businesses which continue into the next frontier of mobile usage by adopting, and even changing everything they thought possible, will be the ones who succeed.