Micro Moment: A micro moment is a mobile moment that requires only a glimpse for the consumer to identify with what’s being said and either store away the information that’s given based on their query, or they can choose act on the information given instantaneously.
We spend around 177 minutes on our phones each day and we check our phones 150 times a day. That’s a LOT of time spent on a mobile device. It’s because of this very figure that advertisers are now choosing more than ever to spend their time and money on mobile ads. Because 91% of people use their cell phone, laptop, tablet, or other mobile device for creative stimulation when in the middle of a task, Micro-moments are the best opportunity for brands to connect with consumers at the precise moment they’re looking for help. Being that 90% of people use their mobile to work toward a long-term goal while on-the-go, this is the perfect opportunity get your company/product in front of someone who will need it to accomplish their goal. Plus, 62% of people are more likely to take action right away against an unexpected task or problem because they have smartphones for inspiration when in the middle of a task, so this makes ad formula simple- create a visually responsive ad with copy that will ignite a spark for the viewer to take action and visit your website.
The 4 most important micro-moments include:
I-Want-to Go:
These are people who are looking at purchasing something local, like a meal. TIP: In recent years, the search term “places near me” has skyrocketed. People don’t want to have to go far for what they want, and they want it now.
I-Want-to Know:
People experiencing these moments are looking for answers to their questions. If you can answer their question first or best, you’ve already gotten their business. It’s also good to note that those in this state are not ready to purchase, most likely, they just want answers to their queries.
I-Want-to Buy:
Ah, the golden times. Those in the “I-Want-to Buy” stage have already gone through the “I-Want-to know” stage and are now looking to purchase an item. But beware! 82% of people check their phone for information while in a store.[easy-tweet tweet=”82% of people check their phone for information while in a store.” via=”no” usehashtags=”no”] If they’re in a BestBuy looking at purchasing a laptop, they might check the price of the same laptop at another store. THIS IS YOUR TIME to snag them with an ad that catches their attention and gives them the incentive to walk away from BestBuy and into YOUR store.
>I-Want-to Do:
These are the moments where you can grab people for later. What I mean by that is, you most likely won’t be getting a purchase from these people today, but if you provide them with helpful information, they will be more likely to come back to you in the future, which is GREAT if you happen to sell a product/service. Take YouTube, for instance.
The percentage of people searching “how to…” on YouTube has grown by well over 70% since 2013. If you give someone the information they need through one of your videos, they are more likely to come back to you for information in the future, therefore resulting in more views and possibly a new subscriber.
To win micro-moments, you need to have with a solid understanding of your consumers’ next move and how they will likely execute it.
In these micro-moments, consumers expect brands to meet their needs with immediate answers, in the form of an article coming up in a Google search or even in an ad in their sidebar. These I-Want-to Know, I-Want-to Go, I-Want-to Buy, and I-Want-to Do moments are red hot for your brand to win consumers over and impact their purchases and partiality. Micro-moments are critical contact points between the business and consumer within today’s consumer journey. When these things are added together, they ultimately determine how that consumer’s journey ends.
In order to show you just how important micro-moments are, let’s take a look at this Red Roof Inn case study:
Red Roof Inn realized that around 90,000 passengers were being “stranded”, as it were, daily due to flight cancellations. With this info in mind, Red Roof decided to market directly to those in need. By actively tracking flights that were cancelled, Red Roof made its ads available to those who would be in the most need…like, say someone who’s flight just got cancelled and would have to resort to sleeping on the airport floor, perhaps? By making the ad copy directly in line with stranded passenger’s needs in mind, Red Roof Inn saw a 60% increase in bookings across non-branded search campaigns.
90% of consumers aren’t brand-committed.
Because most customers aren’t hardcore committed to one brand, this means that if you provide a potential customer with more information or appeal to their sense of adventure, etc., you’re more likely to get the sale over a competitor who isn’t using micro-moment principles. Because most consumers aren’t hardcore fans, it makes it easy for you to use micro-moments to your advantage and snag a potential client from another company that they were going to go with. By showing the person a generous price break via a sidebar ad, you could win a customer from another company who didn’t appeal to the customer’s financial sense.
Brands like FIAT have been able to make a huge comeback after nearly 30 years off the market through simple micro-moments that resonated with their audience. Even though one of their customers may have been a die-hard Subaru owner, they may have been able to persuade them using the FIAT 500’s unique qualities and features to win over another brand’s fan due to the person’s needs. This is great for a company who can offer consumers a specific solution to their need. Going back to the FIAT 500, FIAT was able to appeal to those that were in a unique situation- needing a very small car that got great gas mileage. This consumer would most likely live in a European country or somewhere like New York or Los Angeles, where it’s becoming increasingly harder to find parking spots for larger vehicles. Through using the model’s rare features, FIAT was able to grab the attention of those who needed their product the most and were most likely to visit their website or stop by a dealership to check out the car. Using this method, FIAT was a 127% increase in unaided recall due to their advertising efforts.
Maybe your business’ goal is to drive more in-store traffic, but you want to grab their attention on mobile first. Let’s take the wireless network, Sprint, for a strong example:
In a recent case study, Sprint was found to derive 5 in store sales for each online purchase from via a paid search ad. Using AdWords Store Visit reports from their stores, Sprint was able to attain a 31% higher visit rate from mobile search ad clicks versus desktop search ad clicks. Because of this, Sprint was able to create a more streamline online to in-store experience for their customers.
If your goal is to bring consumers to your website and then to your physical store, consider this fact: Over 70% of smartphone users admit to using a store locator to find a store location nearest to them. With this in mind, be sure to provide the right information to your potential customers. This day in age, people want what they want and they want it instantly. Make it easy for consumers in the “I-Want-to Go” and “I-Want-to Buy” stages to purchase from you.
Okay, that was a LOT of information, but it was all needed to get the point across of how important micro-moments are and how to identify your business’ micro-moments objective and execute it properly.
Hope you enjoyed and let me know your opinion of micro-moments and how they’ve helped you/your business (:
–Olivia
Micro Moment: A micro moment is a mobile moment that requires only a glimpse for the consumer to identify with what’s being said and either store away the information that’s given based on their query, or they can choose act on the information given instantaneously.
We spend around 177 minutes on our phones each day and we check our phones 150 times a day. That’s a LOT of time spent on a mobile device. It’s because of this very figure that advertisers are now choosing more than ever to spend their time and money on mobile ads. Because 91% of people use their cell phone, laptop, tablet, or other mobile device for creative stimulation when in the middle of a task, Micro-moments are the best opportunity for brands to connect with consumers at the precise moment they’re looking for help. Being that 90% of people use their mobile to work toward a long-term goal while on-the-go, this is the perfect opportunity get your company/product in front of someone who will need it to accomplish their goal. Plus, 62% of people are more likely to take action right away against an unexpected task or problem because they have smartphones for inspiration when in the middle of a task, so this makes ad formula simple- create a visually responsive ad with copy that will ignite a spark for the viewer to take action and visit your website.
The 4 most important micro-moments include:
I-Want-to Go:
These are people who are looking at purchasing something local, like a meal. TIP: In recent years, the search term “places near me” has skyrocketed. People don’t want to have to go far for what they want, and they want it now.
I-Want-to Know:
People experiencing these moments are looking for answers to their questions. If you can answer their question first or best, you’ve already gotten their business. It’s also good to note that those in this state are not ready to purchase, most likely, they just want answers to their queries.
I-Want-to Buy:
Ah, the golden times. Those in the “I-Want-to Buy” stage have already gone through the “I-Want-to know” stage and are now looking to purchase an item. But beware! 82% of people check their phone for information while in a store.[easy-tweet tweet=”82% of people check their phone for information while in a store.” via=”no” usehashtags=”no”] If they’re in a BestBuy looking at purchasing a laptop, they might check the price of the same laptop at another store. THIS IS YOUR TIME to snag them with an ad that catches their attention and gives them the incentive to walk away from BestBuy and into YOUR store.
>I-Want-to Do:
These are the moments where you can grab people for later. What I mean by that is, you most likely won’t be getting a purchase from these people today, but if you provide them with helpful information, they will be more likely to come back to you in the future, which is GREAT if you happen to sell a product/service. Take YouTube, for instance.
The percentage of people searching “how to…” on YouTube has grown by well over 70% since 2013. If you give someone the information they need through one of your videos, they are more likely to come back to you for information in the future, therefore resulting in more views and possibly a new subscriber.
To win micro-moments, you need to have with a solid understanding of your consumers’ next move and how they will likely execute it.
In these micro-moments, consumers expect brands to meet their needs with immediate answers, in the form of an article coming up in a Google search or even in an ad in their sidebar. These I-Want-to Know, I-Want-to Go, I-Want-to Buy, and I-Want-to Do moments are red hot for your brand to win consumers over and impact their purchases and partiality. Micro-moments are critical contact points between the business and consumer within today’s consumer journey. When these things are added together, they ultimately determine how that consumer’s journey ends.
In order to show you just how important micro-moments are, let’s take a look at this Red Roof Inn case study:
Red Roof Inn realized that around 90,000 passengers were being “stranded”, as it were, daily due to flight cancellations. With this info in mind, Red Roof decided to market directly to those in need. By actively tracking flights that were cancelled, Red Roof made its ads available to those who would be in the most need…like, say someone who’s flight just got cancelled and would have to resort to sleeping on the airport floor, perhaps? By making the ad copy directly in line with stranded passenger’s needs in mind, Red Roof Inn saw a 60% increase in bookings across non-branded search campaigns.
90% of consumers aren’t brand-committed.
Because most customers aren’t hardcore committed to one brand, this means that if you provide a potential customer with more information or appeal to their sense of adventure, etc., you’re more likely to get the sale over a competitor who isn’t using micro-moment principles. Because most consumers aren’t hardcore fans, it makes it easy for you to use micro-moments to your advantage and snag a potential client from another company that they were going to go with. By showing the person a generous price break via a sidebar ad, you could win a customer from another company who didn’t appeal to the customer’s financial sense.
Brands like FIAT have been able to make a huge comeback after nearly 30 years off the market through simple micro-moments that resonated with their audience. Even though one of their customers may have been a die-hard Subaru owner, they may have been able to persuade them using the FIAT 500’s unique qualities and features to win over another brand’s fan due to the person’s needs. This is great for a company who can offer consumers a specific solution to their need. Going back to the FIAT 500, FIAT was able to appeal to those that were in a unique situation- needing a very small car that got great gas mileage. This consumer would most likely live in a European country or somewhere like New York or Los Angeles, where it’s becoming increasingly harder to find parking spots for larger vehicles. Through using the model’s rare features, FIAT was able to grab the attention of those who needed their product the most and were most likely to visit their website or stop by a dealership to check out the car. Using this method, FIAT was a 127% increase in unaided recall due to their advertising efforts.
Maybe your business’ goal is to drive more in-store traffic, but you want to grab their attention on mobile first. Let’s take the wireless network, Sprint, for a strong example:
In a recent case study, Sprint was found to derive 5 in store sales for each online purchase from via a paid search ad. Using AdWords Store Visit reports from their stores, Sprint was able to attain a 31% higher visit rate from mobile search ad clicks versus desktop search ad clicks. Because of this, Sprint was able to create a more streamline online to in-store experience for their customers.
If your goal is to bring consumers to your website and then to your physical store, consider this fact: Over 70% of smartphone users admit to using a store locator to find a store location nearest to them. With this in mind, be sure to provide the right information to your potential customers. This day in age, people want what they want and they want it instantly. Make it easy for consumers in the “I-Want-to Go” and “I-Want-to Buy” stages to purchase from you.
Okay, that was a LOT of information, but it was all needed to get the point across of how important micro-moments are and how to identify your business’ micro-moments objective and execute it properly.
Hope you enjoyed and let me know your opinion of micro-moments and how they’ve helped you/your business (:
–Olivia