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Winning the Micro-Moment

September, 2019

Content is everywhere. Consumers are inundated with content from marketing teams the world over trying to get their attention. With mobile devices seemingly in hands 24/7, there is no limit to the information being seen on a daily basis.

Within the hours spent browsing content on social media and the web at large, each consumer passes through multiple short moments of interaction. These micro-moments, a term coined by Think With Google, have caught the eye of marketers across the globe. For content marketers and brand managers, these micro-moments need to be of high importance.

What Exactly is a Micro-Moment?

Let’s expand a little about the concept of a micro-moment. If you were to average the activities you do during the week, what would a typical day look like? Maybe picking up dry-cleaning, waiting in line for your latte, possible sneaking a peek at your phone on the way to a work meeting.

Within these moments, or any of the hundreds of times we check our phones throughout the week, we are looking for content. However the marketers at Think with Google note that, for many of these moments, we are not looking to engage or interact with brands. The moments that consumers are receptive are important opportunities for marketers of all brands. These are what are known as micro-moments.

The question here is important: can your brand stave off competitors while producing captivating content that delivers in a matter of seconds? Odds are the answer is yes, but it does take some creativity and speed.

Improve Your Mobile Marketing Game

The biggest key to winning the micro-moment is to be present on mobile. In fact, the entire concept is almost completely centered around the mobile space and for good reason. More than half of all worldwide website traffic in 2018 was served to mobile phones, and this statistic does not even cover tablets and other mobile devices. Generations from X to Z are embracing and driving the mobile revolution, and brands must find a new way to reach these consumers.

Adopting a mobile first mindset for marketing will help convert during those micro-moments. On mobile, keep things personal. Personalization continues to be a hot trend in marketing as we talked about in this blog post. For global brands that have access to their customer shopping habits, buyer profiles and search tendencies, personalization can be really easy to implement.

E-commerce micro-moments are just like the ones shoppers go through while shopping in the supermarket. On mobile, these moments matter more. In fact, nearly half of all retail e-commerce takes place on mobile, with that figure expected to rise. Here is your brand’s chance to make a difference.

If a potential customer is waiting in line at the coffee shop, how quick can you make your brand interaction be while still being valuable? Have a website that loads quickly, copy that informs quickly, and a checkout process that can be completed in a few taps. Focus on adding value through speed to take advantage of micro-moments.

Brand Awareness as a Goal

While a sale can take place during micro-moments, they often happen to quickly for them to take place. This is why brand positioning and awareness are a large part of what takes place in a micro-moment.

Smart marketers look to help move buyers along the decision making journey, and content is a great way to achieve this goal. Focus on content that educates while establishing your brand as knowledgeable. Be an authority without sounding authoritative. There is a lot of wiggle room when it comes to making creative content that consumers can enjoy.

Choosing the right type of content for your brand can be a challenge. It all depends on who you want to reach and what you want to say. Maintaining the frame of mind of winning the micro-moment can help focus the vision. How can you engage with audiences quickly?

It may make sense to publish long-form blogs or funny videos to different social media platforms. Whatever it may be, keep in mind that you must be memorable and mobile-friendly to allow your brand to outlast the micro-moment. Even if a customer isn’t looking to buy just yet, your brand awareness efforts will help you be in that final decision making stage.

The rise of mobile devices make understanding the micro-moment important to every marketer and brand manager. Be prepared to adapt. Consumers needs and habits change, micro-moment marketing is the latest evolution of this fact. Keep your brand in the forefront of the public’s minds by meeting them where they are at speed.


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Last Edited on May 25, 2018