The mobile customer journey and Micro-moments
Friday May 25th, 2018
You might have heard about the term called micro-moments somewhere. The definition of micro-moment is an intent-rich moment when a person turns to a device to act on a need-to-know, go, do, or buy. It offers a chance to shape the decision-making process in that crucial fraction of the buyer cycle.
The consumers are bombarded by content, ads, offers, emails, texts, push notifications and everything else imaginable. As a whole, the industry has reached a point of “content shock” where consumers cannot consume much more content than they already are. Consumers already spend an average of 4.7 hours a day on their smartphone, thus it is important to think about capturing the attention of consumers needs to change.
4 game-changing moments that really matter.
- I-want-to-know moments: When someone is exploring or researching but is not necessarily in purchase mode.
- I-want-to-go-moments: When someone is looking for a local business or is considering buying a product at a nearby store.
- I-want-to-do-moments: When someone wants help completing a task or trying something new.
- I-want-to-buy-moments: When someone is ready to make a purchase and may need help deciding what to buy or how to buy it.
Across a multitude of key industries, the volume of searches is increasing year-on-year. In the home and garden sector, mobile search volume has increased 45% year-on-year for example. In consumer electronics and apparel, mobile search volumes have grown by 40% and in the food and beverage sector, 30%.
Google’s Matt Lawson says,
“In many ways, micro-moments have become the footsteps that lead people to your store or desktop site.”
How does this relate back to the consumer decision journey?
The consumer decision journey is just a combination of micro-moments across all channels, devices and with all different types of intent. As Google’s research highlighted, sometimes those moments will be focused on researching or comparing products, while other moments are more purchase-driven and should be matched by brands with competitive offers and seamless purchase experiences.
Because mobile is a uniquely positioned productivity tool, it’s important to consider how your brand is creating mobile experiences that cater to people’s desire for efficiency.
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