5 ways to win customers with marketing micro-moments

June 1, 2022 | 10 minute read
Michael McNichols
Senior Content Manager
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TL; DR: Learn what micro-moments are and how you can use them to market to consumers on mobile, whether its their phones and other devices with:

  • Easy, rewarding experiences across channels
  • Clear, concise, and informative content
  • The right marketing solutions to personalize and optimize your campaigns and strategy

Why micro-moments matter for mobile marketing

GIMME! GIMME GIMME!

Instant gratification has become the name of the game for marketers.

Are you picturing grown adults having a tantrum?  Throwing themselves down and pounding their fists against the floor to get their way?

I don’t blame you, but no one’s throwing a tantrum. Well, someone somewhere is, but I’m talking about the average consumer and micro-moments.

In less than a moment or even an eyeblink, a consumer will want something. Deliver it, and you reap the rewards. If you can’t deliver, you might be wasting a customer’s time (and your own).

During the global pandemic, people went online more than ever before to shop, entertain, and stayed informed of what went on in the world.  Younger generations especially went online for shopping, to the extent that two-thirds of B2B and B2C brands now include selling on social media platforms.

Online activity because it provided convenience, discovery, and severed as a lifeline during a difficult time. However, this only accelerated a trend that’s been growing and growing with people taking their lives online. 

How do they prefer going online? Looks like it’s the mobile channel.

The average person makes three to four Google searches a day. That adds up to 8.5 billion searches on a daily basis. 61% of Google searches, in fact, come from mobile.

More than half of all online traffic comes from mobile devices, such as phones, tablets, and e-readers.

How did this come about? Well, the number of smartphone subscriptions in the world today exceeds six billion. Emails, search, apps, video, texts, gaming, commerce, and more have gone mobile.

They make it much easier to find whatever you’re looking for and keep up with friends, family, work, and whoever and whatever else while on the go.

The whole world’s on their phones. Haven’t you noticed?

Your competitors have, and they realize they need to anticipate customer needs to win.

Find out how do mobile for B2B and B2C with Oracle Marketing.

What is a marketing micro-moment?

Everyone does it. Something triggers a question, and you immediately grab your phone.

Within a micro-moment, you’ve looked up what you were looking for.

There are four types of marketing micro-moments:

  • I want to know
  • I want to go
  • I want to do
  • I want to buy

Where to vacation, sign up at a gym, learn a recipe, find that leather jacket they’ve been dying for, how to replace the water filter on a fridge, get a discount, and on and on and on. 

The possibilities are endless.

A consumer wants that information as fast as possible. Brands who provide win their attention and maybe their business.

Micro-moments present golden opportunities for marketers to:

  • Draw a consumer’s interest away from a competitor
  • Learn about their intent
  • Shape that consumer’s preferences
  • Build their brand and drive conversion
  • Win that new customer’s loyalty

However, if you’re not providing the answers and experiences consumers crave, you risk losing to the competition. Even loyal customers will look elsewhere if another brand can get them their info faster.

If there’s any barrier or obstacle? If the information isn’t clear? If you don’t give them what they want?

You lose out.

How are micro-moments and other trends reshaping marketing and what solutions can help? Find out more about the top marketing technology trends for 2022.

What triggers a micro-moment?

More than six billion people own smartphones across the world. That number will only increase with time.

People carry these minicomputers around with them and make good use of them. They shop, read their email, text, watch videos, stream, game, bank, listen to music, and so on.

Information about any topic is less than a second away on a smartphone.

What triggers a micro-moment? It could be anything.

A TV show or movie. The news. A co-worker or friend mentioning something. Online reviews. A book. Video. Song. A need at work, home, or school. A recommendation.

Even an email, text, ad, or social media.

Are you using the right mix of channels? A/B test to find out. See how Oracle Maxymiser can help.

How to take advantage of marketing micro-moments

Yes, marketers can build strategies around triggering micro-moments using different channels. You can’t always predict when one will happen, so you need to be ready.

Micro-moments happen all across the customer journey. A consumer could drop you just like that if you don’t have what they’re looking for. They could also happen upon your brand almost anywhere online (and maybe off as well).

On average, American check their phones 344 times a day.

However, micro-moments can happen across different devices and channels. People still use other mobile devices and computers. Worldwide, people spent about 147 minutes a day on social media!

You know your value proposition and what you’re offering. Success means putting yourself in the best and most accessible light. What answers can you provide on a given topic? What do customers come to you for?

Do the research. Know thyself and thy customer.

See how to get to know your customer and anticipate their needs with a customer data platform (CDP).

Once you know what your customer is looking for, you can prepare yourself.

1) Optimize your website, blog, social, ads, and landing pages

It takes more than SEO to pull people in. You also have to optimize for mobile and voice search.

About 45% of Google searches done on mobile are voice searches.

Statista estimates that 132 million people in the US use a digital voice assistant at least once a month.  So, make sure you optimize with keyword phrases that sound like natural questions in your content.

But, as with SEO, don’t let that override your common sense. Strive for clarity and to sound like a person rather than a bot.

What else can you optimize?

Try loading speed.

Check how long it takes your webpages and ads to load. If they’re not quick, it gives consumers a chance to look elsewhere.

That’s right. Winning with micro-moments means proving an optimal experience.

  • Clear, concise content that gets to the point and doesn’t waste anyone’s time
  • Answers specifically for what someone is searching for
  • An engaging design that’s easy on the eyes and to navigate

Make their experiences as simple and painless as possible. Consumers will notice and appreciate it. That’s partly how you build loyalty.

Plus, if it’s harder than it has to be, even slightly and in any way, well, why take the risk?

2) Provide preferred types of content on the channels customers frequent

Remember though that you have to give consumers answers and offers fast. You don’t have time to lay it all out in an ebook or long, drawn-out copy.

Millennials prefer visual and video content. Generation Z has grown up with apps, social media, and mobile devices. They also like videos, visuals, and other shorter, snappier forms of content.

TikTok has exploded in popularity.  Younger generations also prefer Instagram to Facebook.

You have to be on the channels people are using with the content they want, regardless of what demographic you market to.

3) Online customer reviews and brand reputation

Consumers live online. They do their own research on brands there as well. 2020 saw people spent more than $900 billion in online shopping.

The pandemic changed shoppers’ habits. They had to do everything online, including checking you out. They look at what your offers and customer reviews.

Are they glowing? Do people come back for more? Was it a good experience online or off?

Consumers care. They shape their opinions quickly and on their own.

Though more consumers go online nowadays, some still shop in stores, not as many though as pre-pandemic, however. They try something on or see in person before they buy. Assume they know about your brand and items. Don’t think they just wandered in.

If other people don’t like you online, someone will see that and won’t bother with you. They’ll already have a poor image of your brand in their head. And there’s another store right down the street or they can go online or use app to do business with someone else.

Brand reputations matter more than ever.

Let’s get back to Generation Z.

Younger people want to trust the brands they buy from. They want brands to share the same values they do. Now, do they expect you to champion every single cause they care about?

Of course not. But they prefer brands with strong reputations for doing the right thing.

Bad reviews and bad press will reach audiences. They’ll look for it!

Break someone’s trust. Disappoint them, or make a bad impression, and you’ve lost them. It’d not easy to fix a reputation once it’s marred, either, especially when so many alternatives are vying for consumers’ attention.

Most importantly, do your products and services deliver like you promised?

The customer experience (CX) has to be good, but so does the end result.

4) Data-driven marketing

New consumers will discover you in a micro-moment. You might think you don’t know much about them until then, but that’s far from the truth.

You keep up with trends and have served other consumers just like them. You have the data from those results to put to good use.

Once a customer engages, they leave a data trail. You know their preferences (and maybe help shape them if the experience is worthwhile), the channels they found you on, the content and offers they responded to, whether for good or bad.

Their actions paint a picture of who they are and what their peers might also do.

But how do you optimize and work with data? How do you deliver engaging content and set up your channels for success?

How do you personalize when you can and keep customers returning for repeat purchases? How do you build your brand and reputation?

You use the right martech tools.

5) Marketing automation, CDPs, chatbots, and more

Technology makes the world easier. Your competitors are embracing the technological possibilities, and you need to keep up.

The most meaningful customer interactions happen in real time.

You need to build your online presence, prime your content, and be able to swoop in with offers that propel customers further down the funnel.

Up the chances of success with martech tools, such as:

  • Marketing automation– Collect data, manage campaigns, and send out emails and promotions with more effectiveness and efficiency. Publish landing pages with ease to give consumers a place to check out your offers.
  • Customer data platforms (CDPs) – Gather data from a myriad of sources, even from your counterparts in sales, customer service, and commerce. Connect this vital information from CRMs, DMPs, and other tools to improve segmentation, targeting, analytics, and personalization.
  • Chatbots- When someone visits your site, a chatbot can get them the answers they need fast and help them navigate the site.
  • Content management system (CMS) – Create, keep track, and distribute the content that catches a consumer’s eye and moves them down the funnel.
  • Customer loyalty program – Marketing doesn’t stop at one purchase. You build loyalty and encourage repeat business with rewards and enticements.

For the latest updates, trends, and best practices in the marketing world subscribe to the Inside Modern Marketing Newsletter.

Trigger your own marketing micro-moments

Now you’re prepared. You invested in the right tools and built a marketing strategy.

You optimized your website, landing pages, and ads. Created the right content. Collected data and can go on collecting data.

Consumers can find you online easily, and you provided an optimal experience for them.

You’re tracking results. You know what consumers want and are giving it to them at speed.

Take the next step. You know what micro-moments are triggering consumers?

So, trigger your own micro-moments. Use all your channels.

  • Emails and mobile
  • Text message marketing
  • Social
  • Web
  • Ads and other media
  • Blog
  • Landing pages

Send an email or text that gets them thinking. Put up ads you know will intrigue them. Publish blogs with value that they want.

A/B test when you can to refine your insights.

And don’t forget to connect all your channels. You never know where and when a customer might drop in. Make a seamless, rewarding experience if they go from channel to channel and device to device.

Once you’ve gathered enough data about your customers based on their activities, you might go even further. Segmentation and personalization always help, but have you tried micro-segmentation and hyper-personalization?

The more relevant you get, the better, especially when working in micro-moments.

  • Micro-segmentation – Segment customers into more precise groups based on more specific characteristics and attributes. Rather than just segmenting by geography, demographics, behaviors, and lifestyles, take a deeper dive—are they into healthy living, upscale shopping, and international travel? Strive to become hyper-relevant starting with segmentation.
  • Hyper-personalization – Go beyond just “Hello, customer name” in an email. AI and real-time customer data give the change to understand your customers better and offer them something even more specific and relevant to their needs and tastes. Product recommendations and ads based on location tracking serve as good examples.

Whether they purchase online or in a store, do all you can to make the most of that customer journey. Learn from your mistakes and use data to inform decisions and pivot when needed.

Have you given them what they want? Do you have anything else to offer them?

Can you make them loyal?

Find out.


Learn more about marketing technologies and trends to capture consumer attention and drive conversions. Check out:

See what solutions can help you create micro-moments that drive engagement and ROI. Find out about:

 

 

 

 

 

Michael McNichols

Senior Content Manager

Michael McNichols is a Senior Content Manager for Oracle Digital Marketing. He has over ten years of experience in professional writing and has been widely published.


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