Q: What is a micro-moment and how do I use it for my business?
A: According to Google, a micro-moment is when you—the consumer—have access to the Internet through your smartphone or other device and intend to take immediate action of some sort. Most likely, you want to complete a task correctly, find information, make a purchase, or navigate to somewhere else.
The business that can take advantage of these moments of readiness—also termed “moments that matter” (as opposed to a graduation, a wedding, finding a fulfilling job, the birth of a child, a dream vacation, getting a promotion, making a difference in someone else’s life…)—is going to attract more customers, build a loyal following, and close more sales. It all begins with an understanding of Internet usage.
As a society, we spend a considerable amount of time online. Many check their smartphones the moment they wake up and then continue this behavior throughout the day. According to Mary Meeker’s Internet Trends 2017 report for Kleiner Perkins Caufield Byers, adults (18+ years) in the United States spend 3.1 hours per day on their smartphones and tablets, 2.2 hours per day on their desktop and laptop computers, and .4 hours per day on other connected devices including gaming consoles. (This data includes both work and home usage.)
You, as a business owner, will need to look at your desired demographic and choose how to be part of their online time. Ads, apps, e-mails, social media, and a mobile-friendly website can all engage customers and keep your products or services in front of them. While this technique may not work for everyone, Ms. Meeker sited SoFi CEO Mike Cagney’s invitation to members to “tell him about your experience, what we’re doing well, and what we can improve” as an example of helping customers understand how things work.
According to Meeker, brands that generated a special offer (an ad) based on location, destination, route, and/or time of day did especially well in capturing moments where people were seeking information, were already en route, and were willing to buy something. Ads targeted to “nearby” searches also performed well. User-generated content on social media also provides brands with micro-moments, often requiring accountability and better customer service in return. Ads and e-mails combine to produce a new kind of storefront where you, the business owner, select specific products/services to showcase and then make it easy for your customers to purchase at that moment with a simple click of a button or a voice command. Future searches are going to be more about pictures and less about keywords according to Ben Silbermann, Founder/CEO of Pinterest.
To take advantage of these micro-moments, you need to quickly show up on your prospect’s device with useful information. At Tate Design, we can help you achieve that goal. Start with a mobile-friendly website, Internet marketing, and social media marketing to make the most of those micro-moments. Give us a call at Tate Design at 610.725.0702 or e-mail [email protected].
