How to Improve the Customer Journey With Micro Moments
By Zak Jacobs
Research shows us that 91% of customers will reach for their smartphone or connected device when carrying out any single task. These impulsive behaviours present an opportunity to gain customers, so how do we capitalise on these as digital marketers?
Our dependence on smartphones has now reached a point whereby, for most industries, targeting mobile users is far more important than those using more traditional devices, such as a desktop computer. Mobile plays a key part in everyday life for most of us, and so it’s no surprise that converting a tiny fraction of these users into customers can be hugely profitable.
The key to unlocking the potential in this area is something called ‘Micro Moments’. It’s a fairly new concept, but one that makes absolute sense.
What are Micro Moments?
Google itself describes micro moments as “critical touch points within today’s customer journey, and when added together, they ultimately determine how a journey ends.” We’re already aware just how reliant we are on our mobile phone, so for companies to know when and where their customers are searching for their can be incredibly valuable.
It goes beyond traditional data you may use to track your users. The when and the where is not necessarily time and geographic location (although the latter remains important), instead it’s during which task, in what frame of mind, in what kind of surrounding, and where online are they searching?
Google defines the four key times when brands need to be prepared for consumers. These are the “I want to know”, “I want to go”, “I want to do” and “I want to buy”. Crucially, at these moments customers are searching with an intent to purchase.
If you’re a company that sells kitchen utensils, you may find that micro moments of interest will be for customers in the middle of reviewing a recipe that grab their smartphone to look for a utensil they are missing. “I need a slotted spoon”, for example. Is this an impulsive moment during which they will buy? Most likely.
You’ll want to know what websites they’re on, how likely they are to buy at that exact moment, and how you can take control of that moment and optimise your platform to convert them.
Another example may be for a business selling gym equipment. Perhaps your customer is in post-workout looking for content about new gym workouts or equipment and gear they need. A holiday company would be looking for the “I want to go” type search. All of these present real opportunities for savvy companies to attract and convert new customers.
These are micro moments, and how you identify them and capitalize on the opportunities they present, are now pivotal if you want to grow your business.
Improving the customer journey with micro moments
The best form of preparation for dealing with micro moments is to be one step ahead. You need to try and anticipate what the moments will be, and have a solution in place for them before they occur. Your …read more
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