‘NO, I WANT IT NOW!’
Ever heard a toddler throwing a tantrum in the middle of a store? What if we told you that we adults have those moments too? Just not as dramatic of course.
Have you ever had a sudden need for a new coffee maker at three in the morning, browsed on Google for the best option, and then pressed the "place order" button? All with no hesitation whatsoever.
This is referred to as a micro-moment. Yeah, there is a term for it! You want something, you search for it and you got it.
Do you know that you may leverage this precise moment into your marketing strategies?
How? Keep on reading!
What Is Micro-moment Marketing?
Micro-moment marketing, according to Google, concentrates upon intent-rich moments.
In these circumstances, people resort to a device—such as a tablet or a smartphone—to address a particular requirement. Going somewhere, learning, doing, or purchasing something are all examples of needs. Google sums up these requirements as follows:
I-want-to-go
I-want-to-do
I-want-to-buy
I-want-to-know
Users now have higher expectations for the quality of search results due to the thousands of results that search engines like Google offer their consumers. They anticipate a prompt response that fits their circumstances or micro-moment. For instance, when someone searches for an Italian restaurant, they anticipate Google to provide a list of nearby cafes.
They are experiencing a brief I-want-to-go moment. They don't want results for the best restaurants nationwide; instead, they want results for neighboring restaurants.
What Are The Benefits Of Micro-marketing?
Micro-moments are a total game-changer from a marketing viewpoint. In general, customers look for a company, item, or service that meets a need rather than a particular brand.
Because of this shift in user intent, micro-moment marketing is more crucial than ever. The following are three reasons why micro-moment marketing is significant.
Provides early adopters with a competitive edge
Companies should anticipate success if they engage in micro-moment marketing. Why? Simply because you're meeting user expectations when you employ micro-moment marketing. You're giving them the means and knowledge they require to satisfy their need, which may prompt an online purchase, an in-person visit, or a phone call to your company.
Catches the user's attention at the precise moment
Short attention spans make it challenging to connect with your target market. You must not only communicate with your target audience at the right time, but you must also craft a message that is direct and simple for people to comprehend. Nevertheless, you may reach customers at the precise instant that they are searching for your company by using micro-moment marketing.
Create content that focuses on intent-rich moments to benefit from micro-moment marketing. Users should find value in this content, which should give them the knowledge they need to fulfill their desires to purchase, study, do, or visit someplace.
Creates brand exposure for all sizes of businesses
There are a ton of alternatives accessible to users in any business, whether you're looking at it from the consumer or brand standpoint. Whether you own a small- to a medium-sized firm or a large multinational, you are in market share competition with other businesses. But, you may raise brand recognition among your target group by using micro-moment marketing.
Increasing brand recognition may keep your business at the forefront of people's minds during I-want-to-know moments, which is advantageous for when they are in an I-want-to-buy moment. Once more, content may help your brand recognition campaigns. For instance, you may create and post blog entries that address typical queries from consumers looking into your goods, services, or sector.
By emphasizing your brand in posts or advertisements, you may also increase brand recognition on social media.
Micro-moments won't go away any time soon, and they'll likely become more prevalent as technology plays a bigger part in consumers' daily lives.
How Can You Target Micro-moments With Marketing?
Simply put, micro-moment marketing can be done by focusing on the 5Ws.
Where
Location is important. For instance, if you run a restaurant in a downtown neighborhood, you could find that most of your customers come to you when they are in the area.
How do I make my business more visible to people online? Well, for starters, you may concentrate on particular tasks, such as enhancing your Google My Business. People could then easily look for or check your restaurant's menu if they're having an "I want to go" moment.
Additionally, you can also learn more about what website visitors desire by tracking where they go on it, such as with Google Analytics. Finding out where visitors search and where they land on your website is a terrific marketing strategy. This search activity might assist you in identifying an "I want to go" moment.
Why
It's crucial for your business to respond to a user's "why." The user could be unsure of the advantages of going to your restaurant over the one that is five minutes away. Alternatively, why ought customers to buy your product as opposed to one made by a rival?
You can develop a campaign that produces results when you comprehend the "why" behind a user. Even better, you may tailor your content to answer a user's particular worries or inquiries, which can influence them to select your company.
What
The same topics are frequently searched for but in various ways. For the purpose of developing a smart approach, find out what your target audience looks for in each micro-moment. I-want-to-know moments typically include a number of different terms.
In contrast, I-want-to-buy moments could only have a small number of keyword sets. You may use those keywords or phrases in your digital marketing campaign after learning about the search trends of your target market. This information may put your business in front of your target market and one step ahead of the competition.
Who
If you want to appeal to your target market, you must know who they are. The characteristics of your target market, as well as their wants and trouble issues, might be included in the "who" of your campaign. To design a competitive micro-moment marketing strategy, identify the traits that your target audience has in common, then further divide your target market into categories.
When
Your company may create a clever and performance-driven micro-moment marketing strategy by considering the when of a micro-moment. 'When' can refer to a variety of things, such as the day of the week, season, and more. For instance, a business that works seasonally should keep an eye on when searches for their services or goods increase.
As the increase in traffic begins, the company may start the necessary digital marketing campaigns, such as a pay-per-click (PPC) campaign. For example, a winter clothing store may run a PPC campaign all year long, but restrict its usage to certain months. With this tactic, the company tailors its advertising to consumers who are searching for a company like theirs.
Final Thoughts
Consumers' pocket-sized, high-powered devices have conditioned them to expect marketers to provide the exact products they are seeking at the right moment. They desire both accuracy and promptness in their actions.
Knowing what your customers want is the most important method to ensure your continued success. Micro-moment marketing is a tried-and-true method to enhance the customer journey and brand recognition, as well as boost sales and expedite future growth.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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