Micro-Moments Marketing – How to Win Customers in 2021
Smartphones have considerably changed the way we shop, even more so in the testing times of the coronavirus pandemic. While being locked up in the house, the smartphone was the most preferred means of online shopping. This meant that consumers were able to shop 24*7*365, and have been exploring new products now more than ever.
The phenomenon of pondering over products is gone. People research and compare, but do not wait for eons to make a purchase. All it takes is an epiphany to strike and they are running their fingers across the black screen looking at various brands. This is a micro-moment and the new concept you need to grasp.
What are Micro-Moments in Marketing?
As per Google’s definition of Micro-Moments, these are everyday jolts of curiosity that make us turn to a device, more frequently a smartphone, to learn about something through reading, watching, learning, and buying.
In these moments, an individual is full of ‘want’ and does not appreciate waiting for the perfect product. Since the smartphone culture has kept us hooked to online content in various formats, we expect brands to deliver them right away. They browse through brands, make decisions and shape their preferences. The way brands fulfill these micro-moments eventually determines the credibility a consumer associates with them.
What are Four Types of Micro-Moments?
There are four different categories of Micro-moments, depending on the intent of the consumer.
1. I-Want-To-Know Micro-Moment
In these moments, consumers often look up the web in search of an answer to their question or query. They want to learn more about a particular topic or a product and hence ask questions.
Goodyear, the tire-making company, realized that consumers surf the web with questions like how to know if they need new tires or check their air pressure. And consequently, where to buy such tires. They capitalized on these I-want-to-know moments and optimized their sites to provide an answer to these queries on all channels.
2. I-Want-To-Go Micro-Moment
The I-want-to-go moments occur when a consumer is looking for a web address or a physical location to go to. They want to know about certain locations that best match their needs.
Red Roofs Inn acknowledged the fact that when airlines cancel their flights, passengers who are unable to get onto another, look for accommodations near them to spend time before they can get the next flight. Therefore, they created local campaigns specific to these kinds of needs and increased their organic traffic.
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3. I-Want-To-Do Micro-Moment
I-want-to-do Moments are where consumers want to do something specific and are looking for instructions, tips, and hacks to go about it. They skim through guideposts and videos to understand the procedure.
Most cosmetic brands and influencers, especially M.A.C., capitalized on these moments by preparing make-up tutorials on how to get a particular look. The videos created a meaningful connection with viewers and demonstrated the ability of the product to meet their needs. How-to videos are the most popular format of video content for directing traffic to a specific site.
4. I-Want-To-Buy Micro-Moment
I-want-to-buy moments need very little guidance because here the consumer has an intent to buy. They have already decided on the product and are ready to make a purchase.
Sephora used the I-want-to-buy moments by realizing that the smartphone is more geared towards being a virtual shopping assistant in the hands of the consumers because increasingly, a dilemma between two products is solved by looking up their reviews online. So, they designed an app to help customers sort through reviews by simply scanning the item and devised a space to virtually try on the product.
How to Capitalize on Micro-Moment Marketing in 2021?
Consumers today shop on the go and as per their needs. They do not make intricate plans but look for products on impulse and prefer ones with attributes that align with their own morals. They resort to searching on the web using keywords and questions, which are expected to be answered by brands.
Recognizing these micro-moments and implementing marketing campaigns based on these is a fool-proof strategy in the present smartphone-dominated shopping sphere.
1. Data. Data and Lots of Data!
Modern marketing relies heavily on data, and so does micro-moment marketing. With the effective use of data, you can effectively identify the phases or jolts of micro-moments. It will help you find patterns in behaviors, trends, and triggers, where you can optimize the kind of message to be sent to the consumer.
Analyzing the data carefully and closely is very important because it will paint an accurate picture of how consumers are interacting with your brand in real-time. 63% of B2B marketers agreed that quality data is important to the organization, back in 2018, and the number has only risen now.
Use tools like brand tracking, website, and social media analytics to pin the moments, UX, and CX on various devices to send your message and push notifications to drive the prospect home!
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2. Segmentation is the Way to Go
Every kind of market has different kinds of customers. In this age where personalization is everything, the least you can do is segment your audience by demographics, behavioral patterns, and psychological trends.
Use questions like how does your product benefit them, which platform did they hear about you on, and what makes them choose your product over your competitors.
Look into their buying behavior and group them as per hobbies, interests, pain points, etc. This will help you customize the kind of message you send them during their micro-moments. Also, marketers see an average of 760% increase in revenue from customized, segmented email campaigns.
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3. Invest in PPC Campaigns
The whole point of incorporating micro-moments marketing into your campaign is to appear before the customer at the right time. This usually involves being at the top of SERPs and making yourself discoverable with ease.
Hence, if you are planning to capitalize on micro-moments, you must invest in Pay Per Click or PPC campaigns. They are similar to paid or sponsored ads on social media, and they are super-effective primarily because they show up when a consumer searches for something related to your brand. Paid ads statistically give you a 200% ROI, PPC drives 2x more traffic and 65% of consumers click on a PPC.
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4. Hangout with Your Potential Customers
Just like we discussed your market consisting of various types and ages of consumers, they are bound to spend their time on various platforms. It is not necessary that the younger the audience the more casual media they are hooked to; but the bottom line is that you have to be everywhere as a part of your marketing stint.
Starfish spread all over social media platforms, yes, even TikTok. 84% of B2B marketers use paid distribution channels (like Instagram, Linked In, Facebook, YouTube, and more) for marketing purposes. Wriggle into reviews sites and blogs, business directories and basically every potential place a consumer can look you up. Check your optimization for mobile and desktop, and make sure you haven’t left any hole unplugged.
Over 90% of B2B buyers who report a superior mobile experience are likely to buy again from the same vendor compared with about 50% of those reporting a poor mobile experience.
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5. Ask, Acknowledge & Appreciate
It’s as pointless as a blunt pencil to work on a strategy and not know how it is working. Sure, you are going to extort all the data you can from the platforms, but you also need to know first-hand how your consumers feel about the messages and personalization.
So, here’s what you should do (and, should not) – Do not try to guess – Ask, instead. Use survey websites to design surveys and questionnaires with such questions that bring you the answers you are looking for. Most consumers are not willing to fill out feedback or surveys, so it will be wise to consider offering a small credit in return for their time.
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2020 found the homebody economy to grow to an unbelievable extent because everyone was locked up at home and definitely needed a lot more home-related goods. Even though this economy is to step on to a decreasing slope when offices and schools open up like normal, the tendency to shop in the spur of the moment is not going to change.
It is an advantage for brands to seize the opportunity disguised in these small moments; because they are the foundation of a larger and longer relationship of trust, reliability, and eventually business.
However, as a beginner, if you feel the concept of micro-moments is relatively new for you, don’t hesitate to seek expert advice from B2B sales and marketing consulting firms. Their experience and expertise will definitely come in handy!
Do you also want to win customers with micro-moments marketing? Contact us today and we will take care of the rest!