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Micro Moment

With the ever changing consumer behavior and technological advent, the battle for eyes, clicks and conversions are won through the numerous odd and meaningless moments. which brings the consumer to his destination and these are called Micro Moments.

What did you do when you were out in a new place at noon and your stomach started growling? Or in middle of a serious discussion and you wanted to find some information? Or while taking a stroll down the road, you see a new car and was curious to know its cost?

I'm sure you would have said "I'll check that information online with my mobile with an intent of knowing more about that product or service". You are not alone as this was what exactly what the new research conducted by Google's "Think with Google" revealed. It says that 

  1. 71% of smartphone users say they've used a store locator to find a store location
  2. 91% of smartphone users look up information on their smartphones while in the middle of a task.
  3. 82% of smartphone users say they consult their phones on purchases they're about to make in a store.

So why is this data important?
With the ever changing consumer behavior and technological advent, the battle for eyes, clicks and conversions are won through these numerous odd meaningless moments which combines and carries a consumer to his destination and these are called Micro Moments.

Micro Moment: /mʌɪkrəʊ ˈməʊm(ə)nt/
An intent rich moment when a person turns to a device to act on a need - to know, go, do or buy.
(Definition by - "Think with Google")

Micro moments are those short, at times very short time period which the brands get to interact with its consumers when they are looking for information and happens mostly in a smartphone. These moments are loaded with intent, context, and immediacy. With this understanding, it won't be hard to say that today's consumer journey has changed completely. With more than half of the world now using smartphone, the consumer journey has been fragmented into hundreds of uneven decision making micro moments. And the challenge we have in our hand is to maximize the values of each of these moments by being there when they are looking for, being useful and finally being real quick. 

Google's Think with Google team classifies these micro moments into four categories :

  1. I want to know moments - Consumer is researching for information. Have not decided to make a purchase but can be inspired to make that decision by sharing useful information that'll satisfy their curiosity.
  2. I want to go moments - Consumer is actively looking for a local business or is planning to buy a product from a store near him/her.
  3. I want to do moments - These are typical "How to" moments which can come either before or after purchasing a product. If it's before, then providing the right information will convert a prospect to a customer. If it's after, then it's the opportunity to turn your customer into a loyal influencer. 
  4. I want to buy moments - The most important of all, the moment of truth for any brand. Someone is ready to make a purchase and we need to help them decide what to (product variation) and how to buy it. Statistics say that 82% of smartphone users consult their phone while in the store (source - Think with Google). So it becomes highly important for a brand to connect to their consumer at this right moment.

So while building a strong digital marketing strategy, we need to consider our customer's intent as well as the context of the intent. Spend more time in getting visibility for the micro moments which are important for your brand. Use context wisely to convey different messages to consumers with same intent but different context/situation. For instance, deciding on how different the "I want to go moment" should be for a consumer 50 km away from your store to someone 3 km or "I want to know moment" for someone inside your shop to someone close by. 

With the ever changing consumer behavior the battle for conversion will only be won with the help of intense customization in every step. Understanding your consumer's intent and context will not only help you to win that particular transaction but also to win your customers hearts giving them the most important thing that any brand would strive to provide, and what even you would want as a customer - DELIGHT.

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