Defining Micro-Moments Throughout the Consumer Journey
Google recently shared research on Micro-Moments earlier this year to explain consumer behavior and how marketers can capture these moments throughout the buying cycle. Micro-moments are defined as the instances or “stolen moments” throughout the day that provide opportunities for the consumer to research, assess products, read reviews, and potentially make a purchase. Google also refers to this as a “digital reflex.”
Micro-Moments happen when someone is in line waiting, on the bus or subway, at a store researching, or heard a friend talk about a product on social media. Part of the Micro-Moment experience may be continuing the moment later, potentially on another device such as a tablet or laptop. The challenge for marketers will be to deliver a consistent message across all channels with their omnichannel strategy.
Micro-Moments have evolved from the original Zero Moment of Truth (ZMOT) — when a consumer began the shopper journey with a search on Google or some other search engine. The evolution of the Moment of Truth has changed due to the massive amount of time spent on mobile and social media. The disruptive changes to how people are researching, shopping, reading reviews and making decisions are impacting how marketers communicate with consumers in real time.
“The old days of predictable, periodic media sessions have been replaced by numerous short bursts of digital activity throughout the day.” — Sridhar Ramaswamy, senior VP of ads and commerce at Google
Measurement is a crucial step in the process of refining the marketing approach within the consumer journey. By establishing and refining KPIs, testing and learning, marketers will be able to define what’s working and improve the strategy over time. Some of the key considerations should include:
- Identify micro-moments through search, social, forums and surveys on how your customers are making purchase decisions.
- Test and learn through media placement, video, monitoring reviews, social and measuring things like purchase intent, word-of-mouth-marketing, and sales.
- Mobile, mobile, mobile. Develop an optimal mobile experience and adapt it over time to deliver the best user experience. In the U.S. and several other countries, more searches are taking place on mobile than desktop. Marketers must think about mobile strategy and optimize to stay competitive.
By delivering the right message during key moments, marketers can create Micro-Moments throughout the shopper journey to influence purchase decisions.
Source: Think With Google 2015