What are Micro-Moments?
By definition of the word, micro-moments is an intent-rich moment in which a person activates a device to pursue a need – to know, go, do or buy.
Daily sessions online are now shaped by interactions that occur instantaneously. There are hundreds of these moments every day, like checking the time, sending a text or chatting with friends on social media.
Micro-moments can be defined by four categories, it is in each of these four moments that customers and online users decide what they want, when they want it and they are specifically drawn to brands that meet or have previously met their needs.
The four categories are:
I Want to Know Moments
This is when browsing or researching web users simply looking at what is on the market. They are not yet in active purchasing mode.
I Want to Go Moments
This is when an online user is searching for a local business or is considering taking their family out to a nearby restaurant and they desire to know the contents of their menu.
I Want to Do Moments
These moments are defined by users that have an interest in an activity, but need help or more information on how to undertake or properly perform it.
I Want to Buy Moments
This is the moment when online users are prepared to make a purchase. These moments are defined by searches on what to buy and how to buy it.
Making the Most of Micro-Moments
In order to effectively gain control of a micro-moment and fully harness its capabilities, you as a marketer need to access the same areas that your target audience is browsing when they are engaged in a micro-moment.
These intent-rich moments are the defining stages of a customer’s preferences. This means that if you reach a consumer base during this stage you are more likely to convert a lead to a sale.
However, the introduction of mobile and AI technologies have developed the expectations of our everyday consumer. Expectations are higher than ever, customer demands now need to be met in an instant and they have to be accurate as well as immediate.
The behaviour of consumers across the globe has changed forever and you could argue for the better; if you are able to reap the benefits. Today’s battle for hearts, minds and pockets is declared in the intent-driven moments of decision-making and preference-shaping factors of micro-moments.
If you require any further information on how to utilise this new age marketing method then visit us at Humana.