MAKING GOOD USE OF MICRO-MOMENTS

Action-reaction using marketing automation

Whether you’re waiting on the subway, at the supermarket checkout line or talking to a co-worker, you’ve probably already checked your smartphone more than once. According to a study conducted by Médiamétrie in 2019 (with a panel of 10,000 French mobile phone users), the time spent daily using mobile Internet on a smartphone is almost one hour 16 minutes compared to 32 minutes on the computer and 15 minutes on a tablet. Internet browsing on a mobile phone also represents more than half of daily browsing time. In November 2019 a PayPal-Ipsos study revealed that 57% of the French use their mobile phone to buy online. Smartphones have a special place among the devices used by the French, whether it’s to search for information or to buy online.

MAKING GOOD USE OF MICRO-MOMENTS

WHAT ARE MICRO-MOMENTS?

The above-mentioned figures invite companies to adapt their content and offers to this type of multichannel consultation/use, especially for mobile. Today, consumers are hyperconnected and use their smartphone at any time to check information, place an order or pass the time.

Media consumption is much more fragmented into these small moments of Internet user availability, coined ‘micro-moments’ by Google (2015).

‘A micro-moment is an intent-rich moment when a person turns to a device to act on a need – to know, go, do, or buy’. 

WHAT ARE MICRO-MOMENTS?

TYPES OF MICRO-MOMENTS

There are four types of micro-moments:

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I-want-to-know-moments

When someone is exploring or researching, but is not necessarily in purchase mode.

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I-want-to-go-moments

When someone is looking for a local business or is considering buying a product at a nearby store.

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I-want-to-do-moments

When someone wants help completing a task or trying something new.

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I-want-to-buy-moments

When someone is ready to make a purchase and may need help deciding what to buy or how to buy it.

BE RESPONSIVE AND AGILE

In all these cases, the consumer acts instantaneously and according to their immediate needs because the mobile phone guarantees them an immediate answer. In these moments, a consumer’s needs are great and their expectations are high. It’s a challenge for brands to be able to provide a suitable, quick response. The key issue for companies is identifying the exact moment when their potential consumers search for information (decisive in the act of purchasing) and on what channel (website, social networks, etc.).

The content suggested by companies needs to be perfectly consistent with the nature of the search (keywords used, questions asked by the consumer, etc.) and be easily accessible in the least amount of clicks possible.

 BE RESPONSIVE AND AGILE

HOW DOES THAT WORK IN PRACTICE?

MOBILE VIEW FIRST!

Think about push notifications and the mobile wallet. The systematic use of mobile phones should make you rethink your communication for this device.

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PUSH NOTIFICATIONS

Push notifications allow you stay in contact with your consumers by encouraging them to follow your news, visit your website and buy your latest products. They can be particularly interesting for managing micro-moments, as they deliver concise and relevant content sent from an application or website. They also encourage mobile phone users to take action, significantly boosting their engagement.

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THE MOBILE WALLET

The mobile wallet is an interesting trend, installed natively on iOS (reaching 100% of iPhone users) and deployed for Android by large-scale Google strategies. The idea for the brands is to have consumers save their offers on their mobile phones (e.g. coupons, tickets, e-bookings, access badges). In one click, a client adds a pass to their wallet and receive all notifications live. The contact with brands is therefore personalized and updated using push notifications. This could be reminder push notifications (information, something new) or geolocalized push notifications, push notifications related to a consumer loyalty program, etc.

STAYING RELEVANT WITH MARKETING AUTOMATION

Toujours pertinent avec le marketing automation !

To be able to profit from these micro-moments, you need to know your consumers well and be able to anticipate their needs and channel preference. Feel free to develop client personas that will allow you to map out their journey.

A refined segmentation and adequate personalization will ensure the relevance of your messages according to their target. To do so, a rich table marketing automation solution is particularly interesting, as it helps you communicate in an automated and one-to-one way with your clients by exploiting all their behavioral data (purchases, website visits, store visits, etc.).

Toujours pertinent avec le marketing automation !