The Evolution of the Google's Micro-Moments

Tuesday, 16 June 2015 00:00
The Evolution of the Google's Micro-Moments

i want ifrog micro moments

Not Knowing Micro-Moments Makes You a Rookie! 

Each and every micro-moment is a critical opportunity for a brand to shape the decisions and preferences of a consumer.

Micro-moments transpire when people turn to a device, and more frequently a smartphone, to act on an impulse, learn something new, do something, discover something, watch something, or buy something.

With 82% of smartphone users turning to their phone to influence a purchase decision while in a store, the battle for dollars is won (or lost) in a micro-moment (literally). Those brands that want to remain successful in this technology-controlled age will need to have an understanding and will need to meet consumers needs in these micro-moments.

In these moments you are present or hidden, captivating or silent, accommodating or inconvenient. I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy are the moments that make up the evolution of the micro-moments. These four new moments are the moments in which decisions are made and loyalty is established.

The Magical Micro-Moments

I-want-to-know-moments: Turning to our smartphones when we need something has become 2nd nature. Anything from a forgotten quote or a price for an item, to finding out a movie's cast and crew can be obtained in moments. Mobile has changed the way we consume media. Case and point, 66% of smartphone users turn to their phones to look up something they just saw in a TV commercial.

In order to properly capitalize on these micro-moments, strategists and marketers must identify what happens in those crucial moments. To do that we must ask ourselves why, where and how people search for the information. Learning what information is presented in each moment and understanding which content formats would work best for easy discovery and consumption on the right device at the right time are key!

I-want-to-go-moments: Words like "near me," "closest," and "nearby" are more commonly used across the billions of searches on Google each month. "Near me" has increased 34X since 2011 — with more than 80% of those searches coming from mobile devices.

These micro-moments happen rather quickly, but brands can still plan for them. Being aware of when consumers would have, "I-want-to-go moments" for your particular brand is very important. Dig deep into your target audiences brain, use observations and data to figure out when they would have these moments. Google Trends can be a great place to collect this kind information.

Are you delivering useful, local information such as directions, inventory, and pricing when people land on your site/app? Think about how customers are interacting with your brand when they are near one of your stores. What does having a smartphone allow them to do that they couldn't before?

I-want-to-do-moments: 91% of smartphone users turn to their phone for ideas while doing a given task. We take immediate action whenever we want to do something. 100 million hours of how-to content has been watched on YouTube in the year 2015 already! And 67% of millennials agree that they can find a YouTube video on anything they want to learn.

A great way to capitalize on this is making your videos easy to find by adding descriptive titles, details and relevant tags to each video. This will ensure the consumer has landed on a video that they were looking for, therefore increasing the likelihood that they will watch your video and come back to your brand for more information.

I-want-to-buy-moments: Many brands are creating comprehensive strategies that work holistically across search, video, social and display methods. 60% of online consumers said they now make purchasing decisions faster because of online research compared to a few years ago.

Again, identifying your consumers' moments is an awesome base to start with. Talk to them in stores, through social media and surveys, to figure out when and how they're researching and making these decisions. Advertisers need to measure results online, across all platforms, including in-store and mobile apps.

What Does This Mean For You?

Ultimately, the brands that do the best job of addressing the needs of consumers in each moment will win. With these moments the consumer has a demand for relevance. The expectations are high and the patience is low.

One must remember, that without discovery or engagement there can be no consideration. Mobile share of web sessions has increased 20% in the past year. The time spent per visit, however, has fallen by 18 percent according to Google. Marketers must make a 100% commitment to being there in the moment — consistently.

Brent Durham, COO & Founding Partner of iFrog Digital Marketing stated, "If an Ad is on the Internet and nobody is there to see it, does it make a sale?" Of online consumers, 69% agree that the quality, timing, or relevance of a company's message influences their perception of a brand. People will be there, so make their moments memorable.

The Evolution of micro-moments has only just begun, and the iFrog Digital Marketing Team is prepared. A cardinal rule for advertising is to present your message where your customers are. iFrog Digital Marketing has the ability to hyper target geographic areas, carriers, devices and audience demographic. iFrog Digital Marketing offers mobile advertising solutions that have been proven effective. Please visit our website today to receive more information on our Digital Marketing plans.

Each and every micro-moment is a critical opportunity for a brand to shape the decisions and preferences of a consumer.

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