Sometimes we look for answers to questions arisen by most common situations. You work in the new place, and want to eat something, you look for some “nice places nearby” in the web. Christmas are coming and you search for “original present ideas”. Your head aches and you look for “the most effective painkiller”. In the era of mobile technology, nothing stops us from googling this questions right away – after all our smartphones are with us all the time. Doing so we are constantly communicating our plans, need and wishes, even unconsciously.  Google calls the moments  micro-moments.

 

But it does not end here. Brands can use the opportunity of micro-moments to win the client over during the very beginnings of his consumer journey. Right now we fracture the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is an opportunity for brands to shape our decisions and preferences.

 

Google divides micro-moments into few kinds, here are some of them:

 

IS-IT-WORTH-IT MOMENTS –  Data discovered says that ⅓ of online customers (age 18-34) bought more expensive item after researching information about it online. These means that decisions about purchasing something can be influenced in the moment

 

SHOW-ME-HOW MOMENTS –  Helpful content is proved to be effective marketing strategy even after customer have bought item or service. Put some effort into providing your clients quality online information

 

TIME-FOR-A-NEW-ONE MOMENTS – It would be great if things got broken in places and situations we could predict. But it isn’t so. Your smartphone stops working when you want to make an important call. Your car stops driving the very least moment you would expect. The lesson?   Make buying on mobile easy. Your products should be easy to find, and purchasing procedure should be as easy as it’s possible – in order to capture this particular micro-moment

 

DIDN’T-PLAN-FOR-THIS MOMENTS –  We are constantly on the run. Sometimes we start some action during breakfast to finish it at work – using different device! 90% of users start an activity on one device and finish on another. You need to optimize client experience across many devices. It’s important to leave good first impression on mobile, but seamless transition from mobile to desktop is just as important

 

READY-FOR-CHANGE MOMENTS – We often make important decisions on the go. Now it’s possible for people to make life changing decisions on mobile. To win over your potential customers you need to build a relationship with your audience in the early buying process.

 

NEW-DAY-NEW-ME MOMENTS – Fashion trends are easy to spot via online searches. Deliver useful content to build your brand preference. Mobile lets people find new ideas, new look, new items and services they want at the moment of inspiration

 

I-WANNA-TALK-TO-A-HUMAN MOMENTS –  Calls to US businesses driven by mobile search are expected to grow heavily. Up to 57% of smartphone users would rather call a business after online information research because they want to talk with real person. Make it easy for prospective clients to find you and to call you. Doing so,you make it possible for them to save a lot of energy. Using location signals to inform that your business is nearby is also a great idea. It lets people discover it, and invites more people to visit.

 

Here are few of the interesting statistics from the recent research that Google concluded:

  • Of leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.

 

  • Of smartphone users, 91% look up information on their smartphones while in the middle of a task.

 

  • Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.

•Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.

Only these of brands will be succesful which are able to take full use of  what micro-moments offer. Push notifications and beacons – both are great tools you can use to fully use every “moment” in customer buying journey. Do you seize the moment? Leave us some comments!