Before the rapid growth of mobile technology, a consumer’s online browsing habits were a bit more predictable. They would go offline during their day-to-day lives, and access the internet just a few times throughout the day – typically long after their daily obligations had been fulfilled.
Today, consumers are online almost constantly – albeit, on a more fragmented basis. When consumers want to talk to friends, they instant message them. Before they go out to eat, they check a restaurant’s online reviews. And if they have a pressing, need-to-know situation, 91 percent of smartphone wielding consumers will interrupt an ongoing task to look up information online.
What Are Micro-moments?
When a consumer has an intent-driven moment of decision-making, they are experiencing a micro-moment. When such a moment occurs, a consumer reaches for their mobile device to instantly fulfill a need for information – and the holiday season is full of opportunities for marketers to seize these micro-moments. Many holiday shoppers are buying products that aren’t for themselves – so, more often than not, they want expert guidance on the best gifts to purchase for their loved ones.
When a customer consults a search engine to assist in gift purchasing, it’s vital that your brand is ready to deliver the right messages at the best possible moment. Let’s take a look at how digital marketing tools can help marketers take advantage of micro-moments this holiday season.
Analyze Person-Level Data to Resonate with Shoppers
Advanced data analysis of person-level data can help marketers hone in micro-moments in a sophisticated way. If your products are difficult to find and research online, consumers may opt to purchase from a more forthcoming competitor. By integrating personalized insights into micro-moment messaging, brands can position themselves right next to a desired customer and provide precisely the right information.
This requires a deep understanding of customer needs on a person-level or micro-segmented level. As a result, marketers often use marketing technology to collect and analyze customer data, which clarifies a consumer’s purchase motivation. Once their motivation is understood, it can be used to create assertive, optimized content that will assist customers in their buying journey.
For example, imagine that a parent with limited technical expertise wants to purchase gaming accessories for their child’s Christmas gift. When they arrive at an electronic goods store, they are immediately befuddled by a large selection of products with unclear compatibilities. So, they turn to their phone to search for the best headset that’s compatible with their child’s gaming system, and begin reading relevant product information online. When that search takes place in stores across the world, the manufacturer that prepared actionable content for this micro-moment will reap the rewards.
Address Momentary Needs with Marketing Automation
At the center of every micro-moment is a pressing need that requires a direct, time-sensitive answer. The importance of timeliness when responding to a micro-moment cannot be overstated. Oftentimes, consumers are trying to get the relevant information they need right away, and then react based on that new information.
Without marketing automation, it is exceedingly difficult for marketers to immediately confront a consumer’s micro-moment. After all, an average mobile session is only 1 minute and 10 seconds – so there’s no time for deliberation before delivering an advertisement.
For example, imagine that you own a coffee shop in a heavily trafficked mall. Around the holiday season, your employees see hundreds of exasperated shoppers every day that require a small pick-me-up after several shopping trips. To take advantage of this, the coffee shop could automatically distribute targeted advertisements based on specific triggers. For example, if a customer has been within the mall’s geofenced area for over two hours, queue an advertisement that describes your coffee as a way to power through holiday shopping.
Bridge Online and Offline Touchpoints with Marketing Attribution Software
Even as online shopping becomes more popular, many consumers choose to shop for holiday gifts in-store. In fact, in the week leading up to Christmas, 73 percent of consumers purchase products in brick-and-mortar locations. However, even if a consumer shops for gifts in-store, there is a high probability that they will look for product or pricing information online to affirm that they are buying the best gift.
Consider your buyer’s persona, and find what online and offline touchpoints they’ve already been exposed to using marketing attribution software. Then, it’s possible to refine this further by using location-based marketing technologies like geofencing.
Imagine that a young, married consumer walks into a geofenced perfume store between the months of November and December after watching an advertisement on TV. According to their buyer profile, they have never visited this perfume seller before. Even with this small amount of information, marketers can make an assumption: They’re buying a gift for their spouse.
The shopper may be unable to decide on a scent, so they open up their Messenger application to ask their spouse a few innocuous-seeming questions. At this moment, the perfume store should be ready to display a Messenger-based advertisement that features a special gift basket with a variety of perfumes. By using this micro-moment, the perfume seller can put their star product right in front of a consumer’s face – literally.
With the holiday season underway, it’s important that marketing teams understand the merits of micro-moments in their overall marketing strategy. Today’s consumers are more connected than ever – and they rely on their smartphones to answer their most burning product or service-related questions. When that individual searches the internet for guidance, your marketing team must have already prepared for their precise situation.
By using advanced attribution, automation, and marketing analytics, marketers can capitalize on intent-driven micro-moments. With this novel approach to mobile marketing, marketers can find a brand new way to improve their revenue and brand perception during the holidays.