Is your brand living in the (micro) moment?
We’ve all been there; whether it’s walking round a new city glued to TripAdvisor, tapping into Amazon at the back of an in-store queue to check prices, or frantically searching for advice on how to get red wine out of (someone else’s) carpet. In the digital age, the urge to find information is immediate, impulsive and impossible to predict. It doesn’t matter where we are or what we’re doing, we want it straight away. And, what’s more, we aren’t willing to work for it.
For many, mobile phones have become as crucial to the daily routine as brushing your teeth, eating dinner or simply, breathing. It’s estimated we check our phones on 150 separate occasions a day and touch (tap, swipe, click or generally hold) 2,617 times. We’re so committed to the power source in our hands that 91% of us use them to look up information while in the middle of another task, and 68% of us check our own within 15 minutes of waking up. But, no matter how frequently we unlock and engage, we're not willing to spend long on a glance; we use our phones for a total of two hours and 15 minutes a day, making each session an average of just one minute and ten seconds. We want information easily and we want it quickly - anything that takes effort just isn’t worth it.
It’s this behaviour that has led Google to believe our consumer habits have changed for good; fleeing from the previous session-led, lengthy browse or prime-time television sit-down to sporadic and unpredictable spurts. These micro-moments, say Google, are what we need to cater for and they’re how any brand can succeed in the age of the mobile.
What micro-moments do you need to consider?
Google breaks down the crucial micro-moments in the following way, considering four main reasons someone might engage with your brand:
We have an unimaginably intelligent encyclopaedia at our fingertips and it’s become almost an instinct to use it. The ‘I-want-to-know’ moment can happen anywhere and anytime; we’re not looking to purchase, we’re looking to feed our curiosity and we want our fill from the easiest source.
From searching for inspiration to seeking an answer to a question, the I-want-to-know moment isn’t looking for a hard sell; it’s a need for readily available information and quick answers that help someone towards an end goal. But don’t underestimate it; 66% of smartphone users have used their device to learn more about something seen in an advert, while a staggering 90% have used their mobile to help make progress towards a purchase while on the move.
“Curiosity can be triggered by anything and satisfied at any time”, say Google. Are you there for when inspiration strikes?
You’re on the hunt for a specific item and the place you’ve chosen first doesn’t have it. What do you do? Search for other potential suppliers nearby. How do you do it? The device you’ve got with you.
91% of us have used our smartphone to perform a local search and 71% have used a store locator to find a shop. The I-want-to-go moments concentrate on an immediate desire to visit somewhere or find something within a fairly short amount of time. But they don’t have to stop there; 69% leisure travellers who own smart phones search for travel ideas during spare moments – like waiting for a train or watching TV. Better still, nearly half those searchers go on to book through an entirely separate channel later on down the line.
Have you aligned your offline presence with your online efforts? And can searchers find you during that crucial I-want-it-now moment?
It’s Monday morning, you’ve got an important meeting to attend and the shower’s playing up. It looks like an easy fix, so out comes the phone.
Searches for ‘how-to’ are growing at a staggering 70% a year according to Google and more than 100 million hours of ‘how to’ content were watched in 2015 alone. When we need advice, 62% smartphone users say they’d rather take action right away towards solving an unexpected problem or task using their device. Are you there for them when they need your expertise? Studies show that simply appearing in mobile search advert results can increase unaided brand awareness by as much as 46%.
The most important moment of them all (for a brand at least), the I-want-to-buy moment is your last chance to engage with a consumer before they make the final purchase and, no matter how hard you’ve worked, it’s never enough to trust that a consumer will opt for you.
Even when they’re in store ready to buy a product, 82% smartphone users will consult their phone to influence a final decision. Is your online presence there for them when they’re ready to commit?
Seizing the moment
Keen to take control of the moment? Identify the moments that matter to your brand and the steps you can fulfil. Think about how you might be able to help your customers during the different I-want-it moments; making sure you’re there, you’re quick and you’re relevant every time.