AN IN-DEPTH LOOK AT MICRO-MOMENTS

As an official Google Partner Agency, we recently co-presented with the search engine giant on how so-called ‘Micro-Moments’ are changing the way consumers think, behave and shop.

As an official Google Partner Agency, we recently co-presented with the search engine giant on how so-called ‘Micro-Moments’ are changing the way consumers think, behave and shop.

Micro-Moments are those moments of decision where people realise that they have a need and start searching for answers there and then. And in a world of smartphones, those moments almost always lead to people going online on their mobile device.

That makes this concept a vital one for how brands use the mobile experience as part of their digital marketing. They have to seize the opportunity of these Micro Moments, particularly when it comes to launches – and launches are now happening every day. These Moments are how companies can make themselves known and how they can develop consumer interest in their products.

It begins by funnelling people in at the point where they’ve started searching. From there, working with fans and building loyalty through engagement can keep the momentum going through what we call the ‘Experience Loop’.

People using their mobiles to fulfil a need are looking for validation, perhaps through online reviews or endorsements, and that then leads them to taking an action. That often means buying the product – or it could mean they might watch some content or trial a sample.

At the end of the Experience Loop is the brand becoming the first port of call – the consumer has a problem, and knows that that particular brand should be the first one to try as he or she looks for a solution.

Micro-Moments are certainly not the entire solution, but they’re that vital first foot in the door. And if you’d like to know more about this and weren’t at our presentation, we’ve created a white paper that covers this issue in depth. Download it now to see what Micro-Moments are and how you can use them to your advantage.

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