Over the years mobile usage has rocketed to such extremes that we now reportedly check our mobiles 150 times a day and 87% of us have a smartphone by our side day and night. Whether we like it or not, mobiles are transforming us - our go-to when we need advice or guidance and a key influencer in our everyday lives.

Pair this with the fact more and more brands are becoming immersed in digital transformation and we have the perfect storm. As consumers, we have grown to expect answers to our questions to be no more than a click away, so the big question is how can marketers effectively capitalise on these micro moments and ensure they are available to their audience at the right time? We have the lowdown…

Winning in the micro moments

What is a micro moment?

A term coined by Google in line with shifting consumer trends: ‘Micro-moments are critical touch points within today’s consumer journey and when added together, they ultimately determine how that journey ends’. In these micro-moments we turn to a device (most commonly smartphones and tablets) to take action on whatever we need or want. With this in mind, it’s no surprise retail footfall is declining yet in-store purchases are on the rise. There are four types of micro-moments every marketer should be aware of: I-want-to-know, I-want-to-go, I-want-to-buy and I want-to-do.

I want to know

Potential consumers are looking for information on products and services although they’re not quite ready to commit to purchasing. At this micro-moment, ‘curiosity can be triggered by anything and satisfied at any time.’ We have become so focused on immediacy and we love nothing more than snackable, actionable content. In fact, 90% of smartphone users have used their mobiles to make progress towards a purchase decision whilst on the move.

I want to go

‘I want to go’ moments are also focused on immediacy and generally occur when consumers are looking to purchase a product or visit a location relatively soon. In a recent study by Google, it was found that 91% used their smartphones to perform local searches with the most popular requests being for directions, product availability and opening hours. ‘Near me’ or local searches have grown twofold in the last year, an indication of things to come. On that note, how are you doing on local SEO?

I want to do

These micro-moments are unique in the fact they can come both before or after the purchase when the consumer needs help with something. Being there at the right time is key. It’s in our nature to seek help and thanks to YouTube, searches relating to ‘how to’ are growing more than 70% each year. Since the beginning of 2015, 100m+ hours of content have been watched - if you offer how to’s or user guides for your products, this is your prime chance to get in front of your audience when they’re looking for it most.

Smartphone usage

I want to buy

Arguably the most important, this is when the user is ready to make a purchase and may need that final push. You can’t sit back, relax and assume they will find you, you have to be on hand to provide everything they need. 82% of smartphone users consult their phones while in a store and brands have to do what they can in this moment to seal the deal.

Nowadays, in the most part, it doesn’t come down to loyalty: 65% of smartphone users say they look for the most relevant information to their needs rather than the company providing the information. Competition just got fierce so how do you succeed?

With these four micro-moments in mind, we'll be sharing more insights and tip on how to make the most of micro-moments in our next blog next Tuesday.