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.
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
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:
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.