Mobile micro-moments can be an impactful marketing tool when every aspect of their management is strategic. They can increase responsiveness, excitement, and brand loyalty when they are consumer-centric and hyper-relevant to that consumer.
From the creative team at blog.kiip.me, these infographics demonstrate how a marketer can, “Own,” the micro-moment.
This definition breaks it down to simple addition.
The consumer has a personal relationship with their mobile device. So much so that their device is a part of their personal identity. How do marketers leverage this mobile–yet captive–audience?
How to be in the micro-moment with your customer? It begins with an understanding of when, how, and why the micro-moment occurs.
Steps marketers–my crib-notes version–can take to systematically maximize success of micro-moments from Google’s micro-moment website are outlined here:
1. Make a moments map where you identify a set of moments you want to win or can’t afford to lose. Examine all phases of the consumer journey and map when people want to find inspiration, learn about your product, make a quick purchase, or anything in between.
2.Understand customer needs in-the-moment by putting yourself in the consumer’s shoes and asking what would make it easier and faster while considering what content or features would be most helpful in the moment.
3. Use context to deliver the right experience through leverage of contextual signals like location and time of day to deliver experiences and messages that will feel tailor-made for the moment. An example is providing search information of in-stock items when customer is at location.
4. Optimize the journey so people can move seamlessly across screen and channels. Clarity of message allows for maximum impact when competing messages and fractured journey are not allowed. Focusing entirely on the customer perspective and organizing moments around that is necessary.
5. Measure every moment that matters so that you can continue to improve the value you provide.
Mobile micro-moments can be an impactful marketing tool when every aspect of their management is strategic. They can increase responsiveness, excitement, and brand loyalty when they are consumer-centric and hyper-relevant to that consumer.
Marketers are challenged to maintain mindfulness of the micro and macro pitfalls associated with delving into the micro-moment experience with their customer.
A successful micro-moment plan is reliant upon the pre, during, and post maintenance and procurement of the details. The substance of the micro-moment must be relevant, which is much more intimate than merely “relatable.”
Because details can easily be over-looked, there is a possibility for an attempt at a positive, stimulating micro-moment to turn into an annoyance and a brand negative. Mindfulness of all communications in the marketer to customer relationship is essential. With conscientious maintenance of the micro-moment tool, the relationship grows in a rewarding fashion for both parties.
Lead graphic from https://thinkwithgoogle.com
Article sources include these:
http://searchengineland.com/shifts-consumer-behavior-driving-googles-maturation-227390
https://www.forrester.com/Micro+Moments+Are+The+Next+Frontier+For+Mobile/fulltext/-/E-res118691
https://www.ama.org/publications/MarketingNews/Pages/your-mobile-moments-are-shrinking.aspx
https://www.soulfx.com/the-new-battleground-for-brands-in-2015-the-mobile-micro-moment/
Taking Principles beyond Traditional Marketing 