40,000 online searches occur per second in the United States. These are people creating micro-moments: Where do I go to buy red high heels? What is there to do in St. Louis on a Wednesday? What is the best nail salon around me? These are only the obvious ones! 40,000 searches a second is a lot. People are awfully impulsive with their smart phones.
How could your business be capitalizing on these micro-moments as they happen every second?
This was the question we set out to answer on Tuesday, June 28, 2016, when Blayzer hosted a Google Digital Breakfast event for some of our clients. The event featured a live web presentation and Q&A session with two Google Experts and our marketing team. The topic was Micro-Moments, how they influence consumers, and how businesses can win them with smart marketing. There was a lot of great information shared and discussed, and we wanted to pass it along to you.
What Are Micro-Moments?
As businesses, we wish that we could correctly predict what a buyer will want 100% of the time, but it’s impossible. Buyers these days are unpredictable. They switch between devices constantly: they’ll look-up ticket prices on their phone while waiting in line for coffee, and then book the flight on their laptop at lunch, only to purchase a new swimsuit on their tablet later that evening. Not only that, but they’ll spend hours reading reviews, comparing styles, and researching prices until they find the perfect fit. It may sound crazy, but 93% of buyers conduct this kind of online research before making a purchase.
The amount of time a consumer puts into making a purchase nowadays is insane, which is why businesses need to catch them at opportune moments. What moments are we talking about? Micro-Moments — Those moments when people reflexively turn to their nearest device to act on their need to learn something, do something, or buy something.
These Micro-Moments are happening at every step of the consumer journey: from the initial curiosity, to the research, to the end decision. A successful brand will be one that can deliver on these moments and connect with the consumer. It will be the brand that speaks to the consumer’s in-the-moment wants and needs.
How You Can Win With Micro-Moments
Do you remember how we used to consume media? When we wanted to hear what was going on in the world, we would wait for the five o’clock news. When we wanted a recipe for chocolate chip cookies, we got a cookbook off the shelf. When we needed to know a fact, we looked it up in an encyclopedia. All of these actions are more time-consuming than how we would handle these situations today: simply grab your smart phone, Google what you want to know, and have millions of solutions at your fingertips in seconds. These micro-moments have become game changers for consumers and brands.
Before smart phones, we relied on word-of-mouth and experience to deduce which ice cream shop was best in town. Now, in a micro-moment, a quick search will shape a consumer’s preference and decision. What shop pops up first in the search? What do the customer reviews say? What does the menu look like? These moments take place continuously throughout the consumer journey. A successful brand will be one that will deliver on these moments in a way that speaks to people and connects with them.
How is your business adapting to these new shifts in consumer behavior? Businesses that make use of the web are expected to grow 40% faster than those that don’t. Smart phones have become an indispensable aspect of everyday life, which means that micro-moments can happen anywhere, anytime. This constant attachment to the internet has set consumers’ expectations high- they expect brands to deliver exactly what they’re looking for, right when they want it. A business needs a strategy for understanding and meeting consumer’s needs in micro-moments.
Micro-Moment Event Tweets
We live-tweeted the event from our company profile, @blayzerstl. Here’s a rundown of our top tweets.
- Today’s the day — Our #MicroMoments Workshop w/ Google starts at 11:00 AM CDT. Stay tuned for live tweets!
- The gang’s all here – full house for the #micromoments Google Workshop today!
- Today’s presentation: Driving Growth in a Mobile-First World #micromoments
- “Mobile changes everything.” “Not just an evolutionary change, but a revolutionary one.” #micromoments
- Right now people across the world are looking to make the most of every moment. Are you there? #micromoments
- How are consumers using technology? Which moments matter and which ones don’t? #micromoments
- Which moments matter to marketers? Look for Intent + Context #micromoments
- Example: Macy’s tailors experiences for mobile vs desktop search. Desktop push to website, mobile push to stores. #micromoments
- 93% of buyers search online before buying. No more linear path to purchase. #micromoments
- Think of mobile as a new entrance to your business. #micromoments
- Working with a Google Partner agency lets you run more efficient AdWords campaigns, get early access to beta features + more benefits.
- Analytics and conversion tracking are essential for every website. #micromoments #googlepartners
The event wrapped up with a vibrant question and answer session between attendees, Google Experts, and Blayzer’s team. Here’s what came up and what was recommended.
Q. Should I include Bing or Yahoo! in my online marketing strategy?
Q. How do micro-moments affect social media?
Q. How can email marketing help a business win with micro-moments?
Q. What are some ways to help traffic convert once it reaches my website?
Here at Blayzer we are evaluating some software that allows you to trigger emails and CRM tasks to known users based on their website page visits. For example, one of you might visit our Support page looking for instructions of setting your Blayzer-hosted email account up on a new smartphone. This software could then follow up with an email later in the day to check and make sure you were able to complete the task or if you needed further support. We’re still in the evaluation stages, but the potential is huge and we’ll be sharing more info with you as soon as it becomes available.
Q. How do I know what works and what doesn’t?
More Resources About Micro-Moments
Here are some additional resources for you to look at to get more familiar with the concepts and science behind micro-moments.
Check out this article from the Wall Street Journal perfectly sums up why micro-moments are so important right now. It touches on the new way that people are consuming media and how there are countless, seemingly insignificant moments every day that have the potential to completely shape a consumer’s preference and decision.
Watch a couple short videos to see examples of micro-moments from real people! Their situations are extremely relatable, and the videos really show how much we depend on the internet daily. One quick Google search can yield a quick decision, as it does for the mother in this first video. In this second video, however, we see that one search turned into research, which turned into another search, which finally got the dad the final result he was looking for.
Lastly, tune in to this awesome video about the Share-A-Coke campaign and how Coca-Cola used mobile to connect with consumers. As one of the world’s largest and most successful companies, they definitely know what they’re talking about. Coca-Cola made each consumer feel special with this campaign, and furthered it by creating moments through mobile devices.