Micro moments – the fractured consumer journey
Smart mobile technology has meant brands have more opportunities, but less time than ever to engage with consumers. Joel Beath outlines how best to maximise opportunities created in these ‘micro moments’.
Our obsession with smartphones has enabled us to take immediate action anywhere, at anytime whether we want to learn, find, do or buy. Consumers are now impatient and are acting on their needs in the moment, and their expectations are high.
This incredible access to connectivity and screen time has led to the creation of a fractured marketing funnel. This makes the quality, relevance, and usefulness of marketing more important than ever.
Customer attention and experiences need to be captured in ways that are real-time, fleeting and intentional. Doing so will ensure ongoing connection with customers across all devices and platforms.
In Google Think’s latest report, they labeled this trend as Micro Moments. Google report some significant insights to support this trend:
- 82% of smartphone users will use their phone when making an in store purchasing decision to determine best product, best brand, and best deals,
- One in 10 of those end up buying a different product than they had planned,
- 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand,
- 62% of smartphone users will take immediate action via their phone to solve an unexpected problem or task,
- 90% of smartphone users will use their phone when out and about to make progress toward their long term goals, and
- People look at their phones 150 times per day, however it’s only for 170 minutes – you don’t have their attention for long.
With the maturing of Gen Y, we have been privy to their fleeting behaviour and loyalties, however this is no longer a trait of just this generation. Consumers’ preferences and purchasing behaviours are being shaped in these micro moments. Businesses that are doing the best job of connecting with consumers during these moments with relevant and timely pieces of content that address the immediate need, are ultimately winning.
What this looks like
Bob is on his way to university and it’s pouring down with rain. He realises that water has come through his backpack and almost reached his laptop. He immediately decides he needs a waterproof laptop case to ensure he doesn’t ruin his laptop in the future. While in the lecture hall he pulls out his smartphone and searches ‘waterproof laptop case’. He clicks on the first ad from JB HiFi and purchases from there. JB HiFi was there in that micro-moment so made the sale – this ad was not annoying for Bob, it was helpful to him.
For a business it’s about helping people, not getting in the way of their experience. Moment mapping will help identify the micro-moments where you have an opportunity to engage, sell, help, converse or educate a consumer – ensuring your business is appearing at the right time, in the right place, with the right piece of content.
Domino’s Pizza Enterprises in Australia is the perfect example of a company doing it right. The franchisee recognised early on the potential of online ordering via mobile.
The marketing department developed the groundwork for mobile ad success for the company through a relatively simple strategy. Firstly, they ensured that the all relevant key brand terms on mobile. They then adjusted mobile bids during mealtimes to increase brand exposure during peak times. Finally they displayed mobile-optimised ad text and formats. The results of this strategy saw Domino’s triple its mobile conversion rate while reducing its cost per conversion by more than 50%.
This mobile strategy is supported by an exquisite execution of mobile tools such as the app that allows customers to track their pizza cooking in real time.
According to Domino’s Group CEO Don Meij’s perspective – the mobile phone puts a pizza store in everyone’s pocket.
Applying this to your business
Consider situations where a consumer might have reason to find or engage with your brand, product or service. By explore the following questions you can start mapping your customers’ micro-moments:
- What inspiration can you offer?
- If they are seeking understanding or education, in what way can you help?
- Are you there when they are looking to purchase quickly?
- How can I answer this better?
- What could make this easier or faster?
- How can I be more helpful in this particular moment?
- How is my brand presenting in the multi-screen world we live in?
When it comes to measurement, focus on the micro moments that matter the most for your business. There will be times that the ROI for certain points of contact may not be directly measurable (yet), but you can apply realistic assumptions to determine how you are traveling in terms of winning those moments.
Joel Beath is head of content at Loud & Clear