Gone are the moments when we would find ourselves staring blankly into space while waiting for takeout or riding a bus. With a smartphone in hand, people often use these brief moments to compare prices, read product reviews, or simply search for answers to random questions that pop into their heads.
These micro-moments, as defined by Google, are “moments when we turn to a device — often a smartphone — to take action on whatever we need or want right now.” Engaging your target audience at the right micro-moment can guide them through the sales funnel.
Your marketing message may be powerful, but if it cannot be viewed properly on a smartphone during these micro-moments, you are marketing in vain. A smooth, mobile-friendly experience is the first step to get to your potential customers. A study by Google found that 79% of its users tend to revisit a mobile site if it is easy to navigate, or even share it with others.
Marketing automation platforms and retargeting ads are tools that you can use to market proactively among potential customers. Someone previously viewed your product? Make sure they see your ad when they move on to look at something else. Someone placed some items in the shopping cart and then went silent? Shoot them an email and remind them of the incomplete transaction, or even offer a discount. Sometimes all it takes for a potential customer to become an actual one is just a bit more motivation. According to Google, 73% of consumers tend to select a brand when they regularly hear about it.
Your content needs to make an impression and have people talk about it afterwards. Using the latest Internet’s lexicon, exaggerated movements (in a video) or even creating a catchphrase would help.
Winning micro-moments takes more than self-promotion. Actively engaging your target audience and making these moments viral-worthy is the key to micro-moment marketing. Need more advice? Give us a call and let’s talk it over.