The Micro-Moment is Shrinking: How Tightly Can a Marketer Package an Experience?

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Hearing the stunning news that something so tiny as a micro-moment is shrinking may produce the reaction of, “Why should I bother?” from a marketer; however, the highly effective nature of a relevant micro-moment offers benifits to the brand-consumer relationship that are worth the effort of adaptation.

How do we try and think differently? We try because the micro-moment cannot shrink; however, it can be a new foundation for marketing that offers its own scale of supporting serial micro-moments and nano-moments.

differently

Infographic from Aspect Professional Services.

Micro-moments are the snapshot in time when, “A person pulls out a mobile device to get what he or she wants, immediately and in context,” Josh Bernoff writes for the American Marketing Association news

https://www.ama.org/publications/MarketingNews/Pages/your-mobile-moments-are-shrinking.aspx

These moments are shrinking and often require, “Only a glance to identify and delivers quick information that you can either consume or act on immediately.”

When marketer are in the micro-moment they can, “Make it easy to buy on impulse,” and inform the consumer whether-or-not action is required.

Google identified, named, and brands the micro-moment through a series of micro-moment video logs. These logs offer great storytelling content that imbues the marketing experience with the human experience.

Here are three examples of content marketing in the micro-moment:

Mabel’s “New-Day-New-Me Moments”
Marlhon’s “Ready-For-Change Moments”
Danielle’s “Show-Me-How Moments”

The fabric of a micro-moment is a good story. Google utilizes the above example that run about a minute in length. A reasonable investment in interest for the consumer. These examples are a small sampling of micro-moments because–just like our mobile devices–micro-moments are highly personalized.

Micro-moments grow marketing opportunities. These marketing opportunities are nano-moments. They may have elements of bells ringing, wine glasses clinking, or buzzers sounding to identify promotional opportunities based on mobile geo-fencing tactics; however, without a foundation in story and thereby an existing customer-brand relationship there can be no maximization of micro-moment marketing.

The storytelling is the memorable, marketing tool. The promotional opportunities that are offered because of the consumer buy-in to the micro-moment are in effect re-purposing of the micro-moment in a nano-moment.

https://www.forrester.com/Micro+Moments+Are+The+Next+Frontier+For+Mobile/fulltext/-/E-res118691

https://www.linkedin.com/pulse/four-tips-financial-institutions-win-consumers-andrew-bank

http://warriorsway.com/a-moment_resting-thinking/

http://synergy.syniverse.com/2015/03/reach-your-customers-in-the-mobile-moment-a-new-infographic-to-guide-mobile-engagement/

 

 

 

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2 thoughts on “The Micro-Moment is Shrinking: How Tightly Can a Marketer Package an Experience?

  1. I learned something new today. A micro moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately. No wonder why Apple watches are so popular. There pretty much made for just a quick glance.

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