A micro-moment is the moment when a person wants to do something and reflexively picks up their smartphone to research or make a purchase. With a smartphone, you can satisfy your desires anytime and anywhere, regardless of time or place. With the widespread adoption of mobile, micro-moments have become ubiquitous in our daily lives.
However, from a marketing perspective, identifying valuable micro-moments is not easy. In order to utilize them in marketing, it is important to narrow down the results using various approaches and accurately identify beneficial micro-moments.
In this article, we will introduce five ways to utilize micro-moments in your marketing.
Point 1. Identify the main search keywords on mobile
By exploring the main search keywords on mobile and analyzing the trends of what is being searched on mobile, you can find out the information consumers are looking for and hints to guide their purchasing behavior. It is important to consider the purpose of mobile searches from the consumer’s perspective.
According to Google, keywords such as “restaurants near me” and “near me” are primarily searched from mobile devices, accounting for 88% of all searches. When marketing a business that has a physical store, it is necessary to accurately capture such keywords.
Point 2: Focus on consumer questions and find effective approaches
By listening to consumers and considering their questions, we find effective ways to reach our targets.
When searching for brands or categories, common search terms include “What is ○○”, “When”, and “How”. These keywords are exactly the questions that consumers have, and by investigating them one by one, you can understand the questions and needs of consumers and utilize them in your marketing.
It is also effective to look for keywords that stand out in mobile searches by paying attention to the differences in search keywords depending on the device, such as smartphones, computers, and tablets.
Point 3: Utilize consumer interest and behavior research
Researching when, why, and where consumers use smartphones and the moments when micro-moments occur is also extremely effective for marketing. By examining not only brand awareness and product features, but also the context in which consumers search, we can understand the characteristics of consumers’ interests and behavior.
According to Google, a hair care brand created a video about hair styling tips because it discovered that many women search for hair styling tips on their smartphones. In this way, by exploring the interests of consumers who use mobile search, you can develop approaches that match those targets.
Point 4. Gather customer journey insights
A customer journey is the process by which a consumer becomes aware of a product or service and ultimately makes a purchase. A customer journey map is a chronological visualization of consumer psychology and behavior leading up to purchase, such as how consumers become aware of a product or service, why they are interested in it, and what motivates them to purchase. It is called.
By drawing on the information accumulated so far from customer journey maps and past research results, it will be possible to predict the occurrence of micro-moments when consumers search on mobile.
You can download the customer journey map template for free from the page below on this site, so please take advantage of it. The first page is a sample, and the second page is a sample. Since it is in PowerPoint (PPTX) format, you can edit the sample text on your computer, or you can erase the text, print it, and write by hand.
Point 5. Conduct in-store interviews to interact with customers
The advantage of mobile search is that it can be searched anytime and anywhere, and consumers often take out their smartphones to look for information in a store. By conducting in-store interviews and having actual conversations, you will be able to more accurately understand consumer needs, such as what kind of information they are looking for in-store and whether the search results are satisfactory.
According to Google, most people who search on mobile in the cosmetics department are not looking up the price of a product, but rather checking reviews or looking for the color of a previously purchased product. The company was able to accurately capture consumers’ search intentions through interviews, which led to subsequent actions such as adding new features to its app.
summary
◆Micro-moments, as proposed by Google, are the moments when people reflexively pick up their smartphone and take action when they want to do something.
◆It is not easy to discern what is valuable from the diversification of micro-moments, but it can be narrowed down by various approaches. The following are five points to utilize micro-moments in marketing.
1. Identify the main search keywords on mobile
2. Focus on consumer questions and find effective approaches
3. Leverage consumer interest and behavior research
4. Gather customer journey insights
5. Conduct in-store interviews to interact with customers
Reference: Google
“5 points to make the most of micro-moments”