There has been a lot of buzz recently around the idea of "micro-moments" in the digital marketing world. But what are they, exactly? Google's content marketing team, Think with Google, started talking about the different types of micro-moments that consumers experience (on average) 150 times a day: purchase moments, research moments, and discovery moments, just to name a few.
So what's unique about Micro-Moment Marketing?
The philosophy behind micro-moment marketing is that in the world today, consumers are bombarded by content, ads, offers, emails, texts, tweets, push notifications and everything else imaginable. As a whole, the industry has reached a point of "content shock" where consumers cannot consume much more content than they already are. Consumers already spend an average of 4.7 hours each day on their smartphones, thus the way brands and marketers think about capturing the attention of consumers needs to change. That's where the tactical side of micro-moment marketing comes in.
Okay, so now that I know what it is, what do I need to think about?
With micro-moment marketing, it's important to objectively realize that your brand or product isn't the center of your consumer's world. In fact, most of the content we produce as marketers might be perceived as an interruption to a consumer as they're going about their day. Thus, the key of micro-moment marketing is to embrace the idea that you have but a few seconds to capture the attention of your target consumer. In those nanoseconds, brands are challenged to convey a clear and concise message that is relevant and of interest to the consumer. Otherwise, they're on to the next email, tweet or article and you've lost their attention until the next time.
Even if I buy into this belief, how should I adjust my marketing tactics?
At the end of the day, it starts with content that delivers value and can be consumed quickly. Industry trends show that content marketers and teams are putting more emphasis on the value of content rather than the production quality--meaning that in a world of selfies and user-generated content, everything you share with consumers doesn't need runway level production.
The second important tactic of micro-moment marketing is the idea of a "value-based exchange." Why should a consumer spend time engaging with your brand or content? What value do they get out of that interaction? If each interaction does not offer something of value, whether it is insights, knowledge, or even offers, discounts or exclusive experiences, then consumers are unlikely to engage as frequently.
How does this relate back to the consumer decision journey?
Ultimately the consumer decision journey is just a combination of micro-moments across all channels, devices and with all different types of intent. As Google's research highlighted, sometimes these moments will be focused on researching or comparing products, while other moments are more purchase driven and should be matched by brands with competitive offers and seamless purchase experiences.
What is the biggest mistake current brands are committing as it relates to Micro-Moment Marketing?
For each of those non-purchasing moments, brands still feel the need to push consumers into eCommerce check-out pages or long lead-capture forms. Realize that most people are not yet at that stage and instead of engaging will simply leave! Who knows the next time they'll return? Instead, we find that offering a series of short, clear interactions that add value or help the consumer do research and self-educate drives more incremental revenue, lead generation and positive brand sentiment.