Consumers rely on their mobile devices to keep them in-the-know in order to make decisions regarding their personal and professional lives. Think about it, on average you check your smartphone 85 times per day. That’s 85 chances for companies to get their brand seen. And most companies have attempted to optimize this opportunity by expanding their reach through mobile apps, but have fallen flat.
Here’s why: micro-moments, or “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.”
Let me break it down for you a little further. People use their smartphones to purchase products, look up information, and watch videos. Sometimes they just reflexively turn to their device. According to Google, “In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.”
So what can we do? According to Digital Marketing, book 3 in the SMstudy® Guide, “Rich media ads are image ads incorporating animations or other elements that provide users with ways to interact with the ad. Such elements are often customized to match user behavior. The targeted and personalized nature of the ads is intended to generate greater engagement, resulting in more views and clicks.” These types of ads woo users into making the clicks that get them to the right thing right away.
Here are a couple easy tips for creating the perfect micro-moments for your company to fully get use of those dollars it spends on marketing:
Create a blueprint: we all need to start somewhere, and the best place is the drawing board. Figure out what your target consumers are looking for and when. It is helpful to use Google Analytics to assist this process. With this data you can efficiently decipher what draws consumers to your brand and at what time. Time is an important factor that many companies overlook. Consumers are more likely to search for information on their phone while they are performing a task, so releasing a micro-moment during regular business hours can promote viewers to keep on viewing. Provide your audience with what they want, when they want it.
Understand your consumers: People process visuals 60,000 times faster than text, so give the people what they want, videos! Quick thirty-second to one-minute videos that engage consumers will increase click-rates from the micro-moment to your website. It is important to create the right moments that make consumers want to learn more about your brand.
Create a moment that seamlessly leads to your product. This may seem like a no-brainer, but the content you create, whether it be visuals or text, better give the consumer relevant information about something they are interested in as well as information about your product. There needs to be a connection between the two. A good example of this is Dunkin’ Donuts. The company released an app that not only navigates you to the closest Dunkin’ Donuts coffee shop, but also depicts the wait time at each location, so customers can plan their route to the coffee shop with the least amount of wait time. The app and the micro-moment that was launched with the start of the app seamlessly takes the consumer to the product.
Become one of the successful brands that use micro-moments to market products, and for any questions refer to SMstudy.com to help you with all of your sales and marketing needs.