4 New Macro-Opportunities in Micro-Moments
Our mobile life allows us to tap into the collective knowledge of the world with ease and efficiency. It’s become part of our daily lives giving us our answers quickly to make the best decisions. We may not even notice our inquisitive routine happening throughout the day. Google calls these instants, micro-moments.
In July, Noble Strategy Director Chad Hallert detailed some best practices for capitalizing on micro moments. Now, Google has provided four main categories for each of these moments, giving opportunity to businesses to help support and educate their customers and prospects. Here’s how they break down:
I Want to Do
What to know how to do the Harlem Shake? Or fix your lawn mower engine? Or get over a hangover? YouTube most likely has the answer. In fact, 9 out of 10 people turn to their smartphone for ideas on how to do many tasks.
This gives businesses a unique opportunity to create trusted relationships with potential customers. As an example, family-wined Mirabeau Wine used a shoe and a wine bottle to create one of the most successful videos in YouTube History to transform his winery. What type of “how to” information can you share with the world?
I Want to Go
Google has now introduced location into your relevant search results. Semantic search terms such as “near me” have doubled since the last year.
Many people want quick access and relevance. Restaurants have benefited from this for many years. Thanks, Yelp. And now Google has rolled out local inventory for stores with shows products available in local stores. Search for “Road Bike Near Me,” and you’ll likely see a test listed from REI that shows the product In Store.
For people in-market, the opportunities are growing. Hotels should know what’s “near me” in their search. Restaurants and cafes should be focused on increasing their local rankings and ratings. And destination marketing organizations should be providing more localized content for Google to give to in-market travelers the right answers for things to do “near me.”
I Want to Know
Large purchases often take time from the dreaming stage to the final purchase. The mobile experience can initiate the first impression. During down time or waiting in a line, we tend to use our phones to explore ideas. Where should I go on my next vacation? What do houses cost in this ZIP code or neighborhood?
The key is to anticipate the needs of your customers through the various stages of the purchase cycle. What are the key moments that customers want to know? Understanding this can help drive your content and video strategy to fill in the gaps.
Today, consumers look up more information 65 percent more than just a few years ago. They “gravitate toward brands with snackable, educational content,” and avoid the hard sell. So, give customers what they’re looking for, and build that initial trust. The reciprocity factor to providing answer leads to more customers.
I Want to Buy
A mobile device is a tethered shopping companion, giving us price comparisons, ratings and other information to help you make the final decision. And some of this is out of our control. YouTube has become a top source for ratings. Whether it be first impressions or toddlers giving personal feedback on toys, millions of review channels exist. But the unbiased feedback goes a long way with customers. The same goes for Amazon reviews.
For the organization, the final purchase should be as painless as possible. What information can you provide to seal the deal? Focus on ease of use to find the right product, review ratings and purchase. Sephora discovered that their customers tend to look at reviews while in-store, so they optimized the mobile experience to serve these needs, which grew their sales.
Additionally, attracting the right people in this moment provides great opportunity with mobile. For brick-and-mortar stores, hyperlocal marketing can target the right audience within specific cities and zip codes. For service companies, click-to-text ads give people a direct line to call. Paid mobile can be more targeted, creative and efficient than other channels.
With phones becoming our ongoing know-it-all companion, it’s up to each business to find how they can better fill the gaps of their customers’ unique needs. Many opportunities exist. It’s up to us to figure out how the intended mobile experience can be useful to our customers and prospects as we move them toward a final purchase.
On the Noble side, mobile usage has become the leading device over desktop and tablet to interact with our clients’ websites. And despite the lack of screen real estate, site conversions and traffic have now increased.
The approach is to understand how people’s searching habits change as they interact with their different devices throughout the day. How do we fulfill these micromoments? People want the quickest way to find an answer, and Noble is tracking the way people shop and explore to meet these needs.
- Hallert, C. (2015, July 14). Micro-Moments Best Practices | Noble Studios. Retrieved October 16, 2015, from https://noblestudios.com/micro-moments-best-practices/
- I Want-to-Do Moments: From Home to Beauty. (n.d.). Retrieved October 16, 2015, from https://www.thinkwithgoogle.com/articles/i-want-to-do-micro-moments.html
- Mirabeau Wine // How to open a bottle of wine – without a corkscrew. (n.d.). Retrieved October 16, 2015, from https://www.youtube.com/watch?v=u1wROm-OF9w
- I-Want-to-Go Moments: From Search to Store. (2015, April 1). Retrieved October 16, 2015, from https://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html
- Adams, L. (2015). Micro-Moments: Your Guide to Winning the Shift to Mobile. Retrieved October 16, 2015, from https://think.storage.googleapis.com/docs/micromoments-guide-to-winning-shift-to-mobile-download.pdf