When was the last time you can remember making a purchase without pulling out your phone, researching the brand or reading product reviews?
Today’s consumers are hungry for advice on just about anything – from the toothbrush they buy to the type of life insurance they get. With unfettered access to information in our pockets all the time, brands across all categories have more chances to influence their decisions.
Thanks to mobile, the battle for hearts, minds and money will be won and lost on mobile search. These critical touch points within a consumer’s journey are called micro-moments. The brands of tomorrow will have a strategy that speaks to people in those micro-moments and address their needs with real-time relevance.
Get to know the new battleground
Two years ago, Google put a name to a search trend that was already widespread thanks to mobile. In 2017, its an entrenched behaviour with micro-moments only multiplying.
Micro-moments are the want-to-know, want-to-go, want-to-do and what-to-buy moments – from purchasing, to researching, to discovery. They are intent-rich moments of decision making and added together will determine how the journey ends.
Micro-moments have accelerated the demand for “right here, right now”, where consumers expect location-specific, personalised advice. Consumers expect brands to serve this advice without searching more than one word, for example “sushi”.
And it pays to do it. Google’s data shows that smartphone users are more likely to purchase from brands whose mobile apps or sites customise information to their location and to their preference.
Speaking to the “well-advised, right-here right-now” consumer
Micro-moment marketing comes down to value adding content that can be consumed within seconds. Every opportunity to speak to a consumer must be a value-based exchange. In other words, know when to push product and when to push advise.
A non-purchasing micro-moment is an opportunity to create positive brand sentiment by helping consumers self-educate, rather than pushing consumers to an eCommerce check out page or a lead-capture form.
Micro-moment marketing also prioritises value adding content over the production quality. In a world of Kim Kardashian selfies and user generated content, everything brands serve doesn’t need to be at perfectly crafted.
It’s a simple formula: Be there, be useful and be quick. By making your brand easily discoverable and understanding of your consumers needs with real-time relevance, you will become an ally in the purchasing process.
Be the “best”
Mobile empowers consumers to be nimble with immediate information at their finger tips all the time. Google data shows that mobile searches for the “best” have grown by 80% in the past two years. It is possible to position brands as the purchasing partner, offering tailor-made advice.
No purchase is too small – mobiles searches for “best toothbrush” have grown by more than 100% over the past two years while searches for the “best umbrella” has grown by 140%. Whether it’s value, price or quality we turn to mobile for answers to just about anything.
The brands of the tomorrow will offer the right advice whenever and wherever consumers are searching for it. Your brand should anticipate the micro-moments for consumers in your industry and give them the advice relevant to their needs in the moment.