Great to have you return, explorers!
You’ve joined us on a very special day. We’re taking the crew photo and you’re more than welcome to join in with us. The crew are just are just looking up on YouTube how to properly fix up their eye patches and putting in their wooden legs in order for our own very special ‘micro-moment’.
Over the last couple of years we have seen rapid innovations and advancements in advertising and and communicating by brands and consumers through mobile devices in terms of discovering, learning and sharing. As big of an impact that the Internet has been, it’s becoming clearer that mobile will have an even greater impact on how we function daily and this is very crucial for marketers and brands to understand. Consumers instantaneous mobile nature through an on-the-go or in-the-now demand has given way to the development of Googles’ ‘Micro-Moments’.
Instead of consumers dedicating time to performing a specific task on their computer, consumers are now able to move in and out of content consumption quickly from a variety of devices whenever they please. If you can imagine a person waiting in line at the checkout in a supermarket. With their smartphone, they are able to easily continue researching the time of a particular movie at the local cinema that they are planning to go to at the conclusion of their shop.
‘Micro-Moments’ refer to customers placing an increasing emphasis on using their mobile devices to inform and make decisions about their lives in the moment.
For ‘Micro-Moments’ to have full effect, marketers need to ensure that they are; THERE, USEFUL & QUICK
With these three ideas in mind, Google’s ‘Micro-Moments’ can be classified into four different needs within the consumers want process;
Micro-moments are unique in the way that smartphones allow the consumer to act on impulse in any way, shape or form. Also, when we act on our needs in-the-moment, our expectations are high and our patience is low. This makes the quality, relevance, and usefulness of marketing more important than ever. Ultimately, our preferences and purchases are shaped in these micro-moments. The brands that do the best job of addressing our needs in each moment will win.
Customers will use their mobile device at any point in time and use it to “go, do, buy, learn, and watch” turning to the small screen based on what’s transpiring in real time in their lives. Understanding their intentions, context and their expectations for immediacy and relevance, will help marketers more effectively reach their connected customers.
Marketing has and will continue to shift from larger longer term campaigns to second by second marketing to consumers. According to a recent survey, 91% of smartphone users consult their smartphone at least once to complete a task or use it to make progress to a long-term or multi step process goal whilst 82% of smartphone users use their phones to influence a purchase decision in a store . Now, let’s take a closer look into each of these four moments and explain each in a little more detail;
I WANT TO KNOW
An application that I frequently use on my mobile phone is Shazam (music discovery application). For example, whenever I hear a song on the radio that I don’t know the name of and like the sound of I will open the Shazam application on my mobile device, click the discovery button and it will take a short preview of the song I’m listening to and give me the name of that song, the artist and the album in a matter of seconds.
They have then attached links to popular music retailers such as iTunes or Spotify where I can go and purchase that song instantly. I believe that this is a perfect example of being ‘THERE’, in terms of having that presence on my mobile when I need them the most. They are being ‘USEFUL’, in terms of giving me the desired information that I want to to achieve from using there application and lastly being ‘QUICK’, providing me with my answer in a matter of seconds ends up being an extremely quick and satisfying process.
I WANT TO GO
As a foodie who likes to explore new bars, cafes and restaurants I find myself being a frequent user of the mobile application Zomato. It is everything you could ask for and more in a mobile application. Zomato provides ratings, reviews, pictures and suggested places based on the geographic area that you’re in.
More often than not have I found myself walking through an unfamiliar suburb and wanting to grab a quick coffee and not known where to go. Zomato provides me with a list of establishments in the area and within a matter of seconds I’m able to make a decision about where I want to go. Zomato is with me whenever I need it, it’s useful in terms of providing with me with suggested places to eat based on filters such as price, cuisine, ratings etc. Lastly it’s quick and easy to use, in a split second I can make a decision on where I want to go and then worry about enjoying the experience. There simply isn’t anything else like it out there.
I WANT TO DO
As an avid tennis player I’m always wanting to improve my game. There’s only so much that an amateur tennis coach is able to teach you and after that it’s simply down to putting in the practice and playing matches. Wherever I can I like to get little tips and tricks from the professionals – the best of the best. If I’m at the courts sometimes I will find myself opening the YouTube application and watching a really quick video like the tennis lesson above from Novak Djockovic (World #1). After those few minutes I have a greater knowledge of what to do when I’m out on the court.
This video will always be there and of help to me as long as I have my mobile and the YouTube application installed. It’s useful as I’m taking in tips that I can then implement into my game and finally it’s quick – a short YouTube video can foster improvements in my tennis game for years to come.
I WANT TO BUY
This little gem of an application has made my life so much easier at times. The Commbank application for Commonwealth Bank customers allows you to have complete control over all of your accounts. Its hottest features include allowing you to transfer funds, view your accounts, pay someone and the greatest of them all – Tap & Pay. It has made the need to carry my wallet around with me all day non-existent anymore.
I finally made my first purchase with my phone the other day using ‘Apple Pay‘, Apple’s mobile payment system. I was purchasing petrol from the local 7/11 store. ‘Apple Pay’ uses near field communication (NFC) technology. I was able to pay by holding my phone to a contactless reader. It can further be secured using the Touch ID fingerprint sensors in iOS devices to approve transactions.
It eliminated the need for me to have my wallet or any cash on me at the time. This feature is imbedded within my phone and linked to my bank account. It was such a quick and easy transaction that it made my day a whole lot easier.
DEMOGRAPHICS VS INTENT
Marketers tend to place great emphasis on demographics and by no means is this a bad thing. In a micro-moment world however, intentions and interests allow marketers to understand and reach customers in a revolutinary ways. For example, Google found that marketers who try to reach their audience based solely on demographics risk missing more than 70% of potential mobile shoppers.
What’s the difference between demographics and intent?
Demographics use statistical data relating to the population and particular groups within it. This includes statistics such as sex, age, gender, nationality, income etc. Intent on the other hand focuses on the context, intentions and device in specific moments based on the customer’s desired outcome.
Let’s take a look at how demographics can get it completely wrong using Prince Charles and Ozzy Osborune.
Both of these men were;
- Born 1948, grew up in England
- Married twice
- Two children
- Successful in business
- Wealthy
- Spent winter holidays in the Alps
- Likes dogs
Based solely on their demographics they should be the exact same person with the same needs, wants and reactions to advertising material. Although on face value we can see that they are polar opposites in every sense of the word.
Whilst it’s a trivial comparison, it highlights just how inaccurate demographics can be in some cases.
When you’re searching with intent on the other hand, let’s say you’re watching Masterchef and a celebrity chef pulls out a MixMaster as part of a delicious cake recipe. You don’t have a mixmaster but are interested in buying one, so you pull out your phone. With the amount of mixmaster out there it can be a tough choice! When you search, you wouldn’t type, “what is the best mixmaster for a 40-60 year-old person with a college degree and above $200,000 annual income.” Of course you wouldn’t search that way. Your intent would be much more specific. For example, you might search “Best mixmaster for making cake.”
In reality decisions are increasingly being made in real time micro-moments based on intentions, not demographics, framed in context and played out through our smartphones. Solely focusing on demographics hinders marketers from connecting with mobile customers in the moments that matter.
While it’s still important to investigate, group and understand the demographics of your target audience. At the same time, mobile and search data expand and refine your ability to reach a critical group of would-be customers. They help you to capture those people who are raising their hands for information or products you can help with–regardless of whether they are 20 or 70, male or female, from Australia or Austria.
This revolutionises the game. Through understanding consumer intent and context not only can you identify groups of relevant people (time, place, screen, intention, state/stage, expectations, etc.) you will also be inspired to personalise and change up the landscape for advertising and marketing, where and how you connect with customers, the content and messages you use to convey and more so, how you contribute to decision-making in each micro-moment.
What does this mean for marketers?
Marketers need to take advantage of these moments through creating associations and avenues where consumers are able to interact with the brand through mobile. If consumers are able to have direct contact with the brand at a time that suits them then this will lead to a creation of a much more a service-based relationship with your consumers which will payoff with an increase in mind share, loyalty and lifetime value with customers for your brand.
For example, you’re looking to go out and want some advice on how to apply your makeup. You may check out one of YouTuber’s, Lauren Curtis’ many ‘makeup tutorial’ videos such as the one above. If you are a brand that sells cosmetics then you want to be present in that moment with the consumer when they are needing assistance the most. Through partnering with a YouTuber such as Lauren Curtis or even creating your own branded YouTube Channel that uses popular YouTubers to give advice to consumers on whilst heavily display the brands product will lead to loyalty and engagement, and together will lead to sales for the brand.
No longer do advertisers need to use Billboards or TV advertisements that are very limited in there reach and exposure. Instead they can target their consumers when they need them the most. Wether that is down the street looking for a cafe or purchasing a new pair of runners at the Nike store being present when consumers have instant demand will be rewarding for your brand.
Check out Mabel’s story about seeking some new hairstyle inspiration through a routine moment or when Giana’s in store moment edged her into buying a higher priced medicine.
Alternatively with brands, see how AirBnB are personalising tourists local experience through there mobile application or how Coca-Cola are meeting its customer in the moment.
For brands looking to implement ‘Micro-Moments’ into their marketing strategy it would be beneficial to consult this 5 step plan;
1. Make a moments map
Identify the consumer journey and establish those moments that you believe you can win and those that you can’t afford to lose.
2. Understand customer needs in-the-moment
For each moment you want to win, put yourself in the consumer’s shoes. Ask “What would make this easier or faster? What content or features would be most helpful for this moment?”.
3. Use context to deliver the right experience
Leverage contextual signals like location and time of day to deliver experiences and messages that feel tailor-made for the moment.
4. Optimise across the journey
People move seamlessly across screens and channels. Ensure your brand delivers seamlessly in return and don’t let competing objectives or department silos stand in the way.
5. Measure every moment that matters
While the return on investment for certain moments may not yet be directly measurable, use credible estimates to ensure nothing’s falling through the cracks.
If you’re going to take away one piece of information that will be of the most value then just remember as a marketer to; BE THERE, BE USEFUL AND BE QUICK
From all of you explorers, I’d love to hear some examples of when you’ve used your mobile for ‘I WANT TO’ moments? Furthermore, do you believe that marketers and brands will priortise targeting consumers in these ‘Micro-Moments’, if so how will they ensure this is a success?
Until next time,
Benjamin Deville
A Digital Ocean 
