Have you ever thought of those times when something clicks in your mind, and you turn to the phone for a quick answer? Maybe you are looking for a new restaurant, trying to fix something, or want to compare products. These moments when consumers turn to their devices for immediate information are known as micro-moments.
These moments don’t lead to immediate purchases but boost reach and engagement through search intent marketing. Since people nowadays purchase after research and want quick responses, adopting micro-moments helps marketers.
Google says 50% of people who search locally on their phone visit a store within a day. So, micro-moments are crucial touch-points in a consumer’s journey. Explore the different types of micro-moments and how they help your company to increase customers and revenue.
What Are Micro-moments?
“Micro” means small. So these are those moments that only last for a few seconds. If a company can provide a solution to the seeker in a short period of time, it can capture attention, build trust, and even drive sales. Around 91% of people turn to their devices for ideas in the middle of a task or activity, and these are mostly micro-moments.
For example, you might not want to buy a shirt, but you are interested in knowing the best shirt to wear in summer because it’s summer. Another example is when you are cooking and suddenly want to know what would happen if you added curd to the recipe.
So, these are instant moments that last only for a few seconds and can come to your mind anytime you are on the go, relaxing at home, working in the office, or discussing something with your friends. These moments are widely used for search intent marketing.
Exploring the Different Types of Micro-moments
If you want people to use your app, website, or platform whenever they want to know or do something, create marketing strategies focusing on types of micro-moments. Understanding their types will help you synchronize the ideas and strategies for marketing.
1. I-want-to-know moments:
These moments occur when people search for information out of curiosity or interest. But they are not quite ready to make any purchase. They just want to gain knowledge. These people generally want quick information from reliable sources. 65% of consumers prioritize relevant information over a particular brand.
Example: A person searches “how to fix a leaky faucet” while trying to repair their kitchen sink. They are looking for quick, helpful advice or a DIY video.
What do brands need to do to focus on these moments?
They should create informative content, like blogs and videos, to engage users in these moments. They can also use infographics and webinars. Nowadays, short videos have the highest and quickest reach. So, you can leverage the power of social media for this type of content.
2. I-want-to-go moments:
These users search for places, stores, and services nearby. These moments mostly lead to immediate actions, such as visiting a store or restaurant. Whether you want to find the nearest shopping mall, gas station, or coffee shop, you turn to your phone for quick results. Most people use their smartphones when they want to find out a location. 61% of people are more likely to buy from a brand that gives quick answers while they’re on the go. (Google).
Example: Someone searches “best restaurants near me” while out with friends looking for a place to eat. They are ready to make a decision right away based on location.
What do brands need to do to focus on these moments?
Brands need to optimize their Google My Business profile. They should use location-based ads to attract local customers in these moments.
3. I-want-to-do moments:
These moments occur when people want to know step-by-step guidance on how to complete a task. Whether finding how to make a pancake, pizza, or smoothie, people turn to their smartphones to quickly know the solution. They learn step-by-step instructions or helpful tips.
Mostly, they watch tutorials or read instructions to find solutions.
However, nowadays, people watch TikTok, Reels, and Shorts to learn the steps quickly.
How-to videos on YouTube have increased by 70% annually.
Example: A person types “yoga exercises for back pain” while at home. They are looking for exercises they can try out immediately.
What do brands need to do to focus on these moments?
Businesses need to focus on creating instructional content, DIY guides, or tutorial videos. They should create short videos to quickly educate people about the recipes if they run a food and beverages-related business.
4. I-want-to-buy moments:
When people search for content like “What is the cost of an earbud,” they are likely to purchase. They want to buy, but they need a final push, such as product reviews, comparisons, or deals. Amazon uses want-to-buy moments effectively. The company provides personalized recommendations and real-time updates on products.
Example: A shopper searches for “best deals on winter coats” on their phone while walking through a mall. They are ready to make a purchase soon based on the best price or review.
What do brands need to do to focus on these moments?
You can seize these moments by writing clear product descriptions, reviews, and competitive pricing. It helps to convert searches into sales. Cut to the chase: these moments help marketers in search intent marketing.
Micro-moments: Why They Are Crucial Moments for Marketers?
Brands that don’t use micro-moments to create marketing strategies can miss out on valuable opportunities to connect with potential customers. Capturing these moments and creating a strategy based on them help immensely in business growth; this is why marketers should care about these moments. Scroll down to understand the key benefits thoroughly.
1. Instant Connection with Consumers:
Nowadays, consumers expect answers on the spot. Brands can engage with these consumers by giving them quick answers and showing up at the right time. Brands can reach their target market immediately by using these real-time marketing strategies. Besides, people nowadays expect answers immediately; in fact, 53% of mobile site visits are abandoned if a page takes longer than 3 seconds to load (Google).
2. Boost Brand Loyalty through Quick Engagement:
Consumers value brands that can answer their needs instantly. They do like brands that directly want to sell without helping them to gain information. Since there are so many options available for consumers, how will you stand out and be remembered by consumers? Micro-moments help to boost brand loyalty because they show up when customers need solutions. It helps brands stand out in the market.
3. Higher Conversion Rates with Timely Action:
Conversion rates are crucial for all the brands that are in demand and supply chain. When a business responds to consumer needs before its competitors, they are more likely to convert more customers. These real-time marketing strategies help companies increase conversion rates. It increases the chances of sales and business growth.
4. Maximizing ROI by Meeting Customer Needs:
When a brand can cater to a consumer’s request at the right moment and quickly, potential consumers feel impressed. It increases the chance of buying from the company. Considering micro-moments allows brands to offer relevant, on-the-spot information. It leads to higher engagement and customer satisfaction, which offers better ROI.
5. Better Customer Experience:
By using micro-moments, companies create better customer experience. They offer quick responses that make the consumer feel valued. When people feel valued by a company, they buy from it. Who wouldn’t like to get quick information in this highly competitive world? Micro-moments help companies to offer such information and increase the number of satisfied customers.
Ways to Optimize Your Digital Strategy to Adopt Micro-moments
You have learned how crucial micro-moments are. But how to use them effectively so you can actually benefit from them.
- Since most micro-moments happen on mobile devices, you need a website or app optimized for fast and seamless experiences. So, ensure your site loads quickly, at least under 4 seconds. Likewise, it should be easy to navigate.
- Users can be available anywhere online. So, whether it is search engines, social media, or apps, ensure your company is present to show up everywhere. Consumers can look for answers anywhere.
- Optimize your content for local search terms like “near me.” It helps to capture “I want to go moments.” Moreover, ensure your business is properly listed on Google My Business. This way, your business can show up when someone searches nearby.
- Personalization has become crucial. Tailor your content to meet the immediate needs of consumers. Offer relevant solutions based on previous interactions with your company. It helps people to feel valued and choose your brand over others.
- Responding in real-time is the key. Since people want instant solutions, missing out on the moment can lose potential customers to competitors. Speed is essential in I-want-to-know and I-want-to-do-moments.
- You can also use paid search and social media ads to target specific keywords. For example, someone searching for “best headphones for running” is more likely to be ready to purchase.
Looking Ahead
Micro-moments help to improve engagement, loyalty, and conversions by increasing reach. You can also benefit by adopting these real-time marketing strategies. It will help your company to be present at the right time with the right answer. You can instantly connect with consumers and make them feel valued every moment. However, you must start using these moments after carefully optimizing your website or app and marketing strategies until now. It will help you use the micro-moment effectively to get positive results.
