Marketing in the “Micro-Moment”
We live in a world of micro-moments. The life of an average tweet is about 18 minutes. We make decisions in milliseconds, from speed dating to deciding what’s for lunch. According to Google, we check our phones 150 times per day, spending an average of 177 minutes on mobile sessions that average 1 minute and 10 seconds each. Yes, we’re speed dating with stores, restaurants, online merchants, exercise-tracking sites, and even our doctor’s office and health records, all on our phones. And we’re doing it in micro-moment bursts, at the moment of need. Author Malcolm Gladwell, in Blink, noted that we only use a few seconds to make most decisions, even important ones. He calls it “thin-slicing”—using limited information from a very narrow period of experience to come to a conclusion. Marketers, take note. Sometimes it only takes a moment to market, too.
Micro-moment marketing can refer to the size of an audience, the size of a message, or the length of the marketable moment. As a micro-engagement, it targets the very specific, focused interest of a buyer, or a moment in time that has meaning for that one person. Think of small moments that carry a big impact. For example, Red Roof Inn used mobile location targeting and customized creative to reach travelers with canceled flights. These people needed last-minute lodging, and Red Roof stepped into the moment faster than their competitors, resulting in a 375 percent increase in conversion rates.
Tiny Screens. Tiny Moments. Big Opportunities?
Mobile devices have created a wider stage for micro-moment marketing. “Because people have a computer in their hands at any given second, the individual moment they’re in is now the most important part of the customer journey,” says David Edelman of McKinsey & Company. Micro-moment marketing is about helping people accomplish what they want to in that particular moment. Maybe you are planning to check into your hotel. Starwood Hotels has an app that recognizes you through the use of beacons the moment you enter the property. After verifying your identity on your mobile device, the app assigns your room number, and you can even use your phone to gain access to your room. Whether it’s insight, knowledge, offers, discounts, maps and directions, real-time updates, or exclusive user experiences, the moment of engagement needs to have value for the consumer.
We Love Google’s Micro-Moments Guide!
Micro-moments can happen anytime, anywhere. “The I-want-to-know moments, I-want-to-go moments, I-want-to-do moments, and I-want- to-buy moments really matter,” says Sridhar Ramaswamy of Thinkwithgoogle.com, adding that they’re game changers for both consumers and brands. “They are intent-rich moments, when decisions are made and preferences shaped.” We found several great examples of micro-moment marketing in this guide from Google. Download today at: printv3.com/micromoments
Geo-Targeting: Apps and Maps in Micro-Moment Marketing
The growing use and benefits of geo-targeting, personalized maps, and customized offers in micro-moment marketing can be extremely useful for businesses that depend on walk-ins or other physical action from customers. “Consumers are comfortable with visual formats—they translate well into different media—and the call to action occurs in milliseconds. Readers understand what to do right away,” explains Randy Hardy, North American Representative of LOCR Maps.
- Retail: Draw retail customers into a store for flash sales, demos, and special events.
- Trade shows and conferences: Provide news and updates, instant offers, schedule reminders, and exclusive invitations.
- Hospitality: Search for a local restaurant or hotel and make last-minute reservations.
- Health care: Communicate up-to-the-minute wait times and nearby locations of urgent care clinics.
- Insurance: Enhance the customer experience when contacting, reporting, and filing claims on the spot.
- Travel and tourism: Provide maps, directions, booking, immediate help with service problems, open hours, reviews, and recommendations.