Even then, static forms rarely provide the ability for consumers to have a 2-way conversation with brands. Things like static forms and live chat must have the ability for consumers to ask specific questions and receive timely answers. Our friends at CBT News summed it up best when they urged their audience to create a website with clearly labeled pages, easy-to-find deals, special offers, and high-quality pictures of products with in-depth descriptions. Consumer behavior in these moments is unpredictable and solely driven by their needs at that given point in time.įor a business to capitalize on these unique needs, website experiences must be engaging, intuitive, and easily found. See how necessary it is that businesses provide an intuitive user experience for consumers in micro-moments? Past facts, figures, and statics are out the window when it comes to micro-moments. Once he finds suitable coaches, he may want the ability to take a personality matching quiz to see what instructors he would work best with or, he may want to fill out contact forms with specific times he can be reached. In this case, they’re filtering down to only coaches within a five-mile radius and only coaches who are available on Tuesdays and Thursdays. People need the ability to filter the results. Given his hectic schedule, he’s not going to wait around to find a quiet moment to call every trainer on that list. Let’s say he searched boxing trainer, Indianapolis, and the results pulled up dozens of potential trainers. This culminates in the need for new micro-optimized touchpoints and for digital marketing to connect with people on their terms when, where, and how they’re going through their journey.Īnother one of our employees is an avid boxer and was in the market for a new trainer last year. The consumer journey is being reshaped by new behaviors and expectations. Businesses Need to be Present for Consumers when Micro-moments Occur It’s imperative to make sure the information you’re giving is accurate. Your website’s content and SEO are going to be deciding factors of whether or not your website provides relevant results during a consumer’s micro-moment, and whether or not consumers will maintain prolonged engagement. It just goes to show that consumers want accurate information immediately. Many were simply advertisements for a certain brand or a certain type of fitness program, so I skipped those sites for more nuanced ratings and reviews by industry professionals. I took out my phone right then and there and started searching for the best types of wrist wraps for beginners. One day at the gym, looking at the weight-lifters around me, I realized that to increase my performance on overhead lifts, I’d probably do well to buy some wrist wraps. I have become more involved with weight lifting. Our company is chock-full of competitive, active people who love to stay healthy through fitness and exercise. Let’s use some of our employees at PERQ as examples. When they turn to their devices to learn, watch, or buy, they don’t want to take the time to dig around to find what they are looking for or have to question the validity of the source. Consumers Want to Find Information Quickly and Accurately.Ĭonsumers have all the information in the world right at their fingertips. Let’s expand a bit on things every business needs to know to understand how to use micro-moments to their advantage. Keeping these micro-moment archetypes in mind when engaging with consumers presents savvy businesses the chance to distinguish themselves through personalized experiences that offer relevant information. Now that we know what micro-moments are, how do we as marketers capitalize on this ubiquitous cell-phone searching and scrolling? What types of micro-moments should we be paying attention to? Like Douglas Karr mentioned before, there are four types of micro-moments: They are intent-rich moments when decisions are made and preferences are shaped. Turn to a device – increasingly a smartphone – to act on a need to learn something, watch something, or buy something. Think with Google leads the charge on researching the ways smartphone technology revolutionizes the digital marketing space.ĭo a cursory google search on micro-moments, and you’ll find that they occur when people reflexively: It’s important to understand how very new the idea of micro-moments is in the digital marketing world. Micro Moments and Customer Journeys | Martech Zoneīut what exactly are micro-moments? In what ways are they shaping the consumer journey?
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