It’s no secret that Google has been paving the way for web-based improvements for a while now. Today, most marketers know those improvements to the web can often come hand-in-hand with opportunities for advertising, especially through mobile devices. As users search for information on their mobile devices, creating ads that are relevant and effective can be a challenge, but can truly make or break a brand.
Following the mobile user on their search for information is an art that Google seems to have perfected. However, creating ads that are equally relevant and effective is an ongoing process. Cue Google’s latest concept: micro-moments. Today, we’re discussing what those micro moments are, and why every brand should take advantage of them.Micro-moments capitalize on consumer behavior, building on the Zero Moment of Truth (ZMOT) when users make the decision to begin their digital search process.A series of micro-moments unfold throughout the search process, as users make micro-decisions and inquiries in common “I want…” scenarios. Throughout the process, their clicks and taps give them access to information related to their search, as well as consumer reviews, and relevant advertisements in real-time.
Following the mobile user on their search for information is an art that Google seems to have perfected. However, creating ads that are equally relevant and effective is an ongoing process. Cue Google’s latest concept: micro-moments. Today, we’re discussing what those micro moments are, and why every brand should take advantage of them.A Forbes article from On Marketing put it best:
“Here’s the thing, in these micro-moments [a brand is] present or hidden, engaging or disingenuous, helpful or inconvenient. Customers expect answers and direction their way, in the right time, on the device and in the channel they are using.”
It’s important to note that users often conduct searches using their small mobile screen, going between different search tabs to compare and contrast search results and options. As they navigate these options, they typically do not want to talk to a salesperson or expert, but will value the opinion of their peers, through features like customer ratings. Additionally, users will often begin a search on their mobile device, and finish it on a different device, such as a tablet or laptop, where they will make the final purchase decision.Being present during each micro-moment with useful, relevant information, will allow brands to be as effective as possible. Engaging with consumers at these micro-moments will make them more likely to follow through with their purchases and give the businesses the results they seek.
Google’s research data supports these trends in many ways. For example, their research found 82% of smartphone users will turn to their mobile devices when making an in-store purchase decision. More so, brands will be more successful if they provide useful, supportive information to their customers post-purchase. This includes information on how to use, maintain, and repair products through instructional “show-me-how-moments.”
The list of action-based moments goes on, following consumers through each step of their mobile lives. The opportunity for a brand to be at top of mind and directly in consumers’ sight at the right time is priceless. With the demand for personalization in purchasing habits, it’s imperative that brands work with Google to get the most out of these micro moments.
So how do you see advertising evolve around these micro moments in the coming months? Let us know what you think in the comments below.