Even if you’ve never heard of micro-moments, you have likely reaped the benefits of them without realizing. If you have a question that must be answered right then and there, or a craving that you must satisfy quickly, you have felt the power of a micro-moment.
There are four basic needs that we as consumers look to satisfy with the following types of micro-moments:
- Need to go
- Need to know
- Need to do
- Need to buy
And these wants and needs of consumers are where you can look to add value towards satiating the desires of your users.
The Importance of Micro-Moments in Marketing
We’ve been told over and over about the importance of matching our content with the user’s intent, and in the case of micro-moments, this is more important than ever.
Search engines like Google have found ways to optimize and solve for each and every micro-moment along the way. When users want to know, do, go, or buy something, they search for it on Google, YouTube, Google Maps, and Google Shopping, respectively.
When users need to buy something, they may also turn to a company like Amazon to fulfill that need. Amazon does a great job of catering their marketing efforts to this micro-moment need to buy. When a user logs into their account, they are immediately shown some previous orders, recently viewed items, and more.
This product marketing strategy is successful because many times, users that recently viewed an item, likely left to research more or contemplate the purchase, so when they come back they are more likely to buy that product.
Solving the user’s problem with the least amount of effort on their behalf is the quintessential user experience.
Examples of Micro-Moments
Your existing users and potential customers will likely turn to one or more of these micro-moments. Whether they need to go to your physical retail location to make a purchase, or find your content from a keyword search on Google, you should be there to help.
Let’s use Starbucks as an example to highlight how they use micro-moments in their marketing.
1. Need to go
If you drink coffee, you know how important that micro-moment is when you need to find your first cup of coffee of the day, fast.
Within the Starbucks mobile app, users can quickly find the nearest location and get step-by-step directions.
2. Need to know
Perhaps a customer is drinking a delicious cup of coffee and suddenly realizes they don’t know enough about the origins and process that the beans went through to end up in their cup. This need to know micro-moment is where Starbucks adds value with their “coffee knowledge” column of content.
Here, users can quickly find answers to how their coffee was sourced, roasted, and even the history of coffee consumption.
3. Need to do
When people are looking for instructions on how to brew the perfect cup of pour-over coffee, starbucks is there to answer their micro-moment need to do.
Although answering this query doesn’t directly result in a sale, it likely establishes trust and brand recognition with customers (although, Starbucks may not struggle for brand recognition today).
4. Need to buy
Starbucks has focused on each and every micro-moment that has culminated in the final need to buy.
Thankfully, the Starbucks mobile app adequately fulfills the user’s need allowing purchases to be made within the app for pick up at the most convenient location.
Simplify your marketing strategy to quickly add value to the lives of your customers. If you can do this, you can rest assured these micro-moments will lead to macro-retention. Even if you have a small marketing budget, you can leverage these micro-moments to deliver more value.
If you are still unclear about micro-moments or want more information on how to include them in your marketing strategy, check out the visual below from CleverTap.