Mobile micro-moments: implications for marketers

Libby Margo in Marketing automation on 4th of Feb 2019
Mobile micro moments

Mobile micro moments

Customers spend a lot of time on their smartphones — an average of 4.7 hours a day, to be exact (Digital Trends).

This trend has given way to micro-moments, a term coined by Google to refer to those little snatches of time when a user instinctively turns to their smartphone to do something. They could be mindlessly flicking through their Twitter feed, they could be hitting up Google to find the closest pizza shop in the area, or they could be scanning reviews of the latest serum product to hit the market before they hand over their cash to the Sephora salesperson.

These moments may seem insignificant but they are actually rich with intent. Why? Because these moments are when key decisions are made and preferences are shaped. And brands that communicate with their customers during these instances are more likely to succeed over brands that ignore them.

What do micro-moments mean for marketers?

Thanks to micro-moments, marketers only have a few seconds to capture the attention of their target customer. And in those precious seconds, a brand must convey a clear and concise message that’s relevant to that customer or they will lose interest.

Here are 3 more ways micro-moments will influence the way marketers communicate with their customers:

1. Customers expect to receive assistance immediately

Queen summed up today’s typical customer when they released their hit song in 1989: “I want it all and I want it now!” In the age of micro-moments, customers’ expectations are increasing. They demand more useful, personal interactions throughout their purchase journeys — and they expect to get it immediately.

The same applies when customers seek assistance. In the past, ringing a business and being told to hold was normal; today, customers are no longer happy to do so. Customers expect to be assisted in the fastest way possible. This explains why 20% of searches on the Google app are now conducted by voice (after all, speaking is faster than typing) and why more businesses are providing customer service using chatbots.

2. Customers demand a seamless mobile experience

Now that the smartphone has replaced almost every Nokia brick on earth, customers expect a perfect mobile experience every time they use their cell phone. If mobile is part of your marketing strategy, you must ensure that your brand’s entire mobile footprint is optimized. Speed is essential here. According to Google, conversions can fall by up to 20% for every second delay in mobile page load. You can have the most beautiful website in the world but if it takes too long to load, your customer will simply give up.

3. Customers are combining their offline and online worlds

Customer journeys are no longer linear. For this reason, marketers must have a holistic view of their customers. With marketing automation, this is possible. Marketing automation helps marketers understand the full customer journey across various channels and devices. This process, known as multi-channel marketing, combines the digital and physical worlds. Being everywhere at once sounds almost unimaginable but marketing automation makes this possible. How? By capturing (and measuring) these fleeting micro-moments, either by monitoring engagement using a website tracking code or retargeting existing customers via targeted Facebook Ads, marketing automation allows marketers to gain valuable insights to deliver better experiences.

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