Making friends with Google’s micro-moments

The latest marketing buzz word flying around is the “micro-moment.” The term micro-moment has been coined by Google and is described by them as “critical touch points within today’s consumer journey when added together, ultimately determine how that journey ends.”

So, what exactly are micro-moments?

I won’t go into huge detail about what defines a micro-moment as there is already a great introduction piece on Search Engine Watch and Google also has a wealth of content on the subject which is well worth reading.

Essentially, the consumers buying journey is made up of a number of critical moments. Due to the nature of the modern consumers’ behaviour, lifestyle and access to multiple devices, an immediate relevant response from brands to any query across any device at any point of the buying journey is now critical.

The advent of mobile devices has created the need for immediacy in the response required from brands. In the past a consumer may have done their shopping research in a long session at a desktop computer, now the consumer journey is likely to be made up of bite-size engagements and moments that are fit in around the consumers lifestyle.

  • On the train home
  • In a queue at the bank
  • On a bench in the park
  • In bed at night

Brands now need to recognise what are likely to be the micro-moments that will form part of the customer journey and identify how to deliver the right experience at that time.

Many successful retailers will already have thought long and hard about the search terms that may be used at each stage of the buying journey, from generic research terms right through to long tail terms with specific intent. They will have also thought about the right content to create to have a presence for each of those terms and deliver a relevant experience.

So this isn’t a new “thing”? No, it isn’t BUT the difference in this is thinking about how “intent,” “content,” and “immediacy” combine together to form a moment in time.

If you understand the intent when someone is using those terms – how do you ensure the right content is delivered quickly to create a useful moment for that person at that moment in time?

Our advice for retailers

Our advice for retailers would be to revisit the work they have already done around their customers’ buying journey and keyword research and make sure it is aligned with their multi-device content strategies both on and off-site.

  1. Start by listing all of the moments you absolutely need to own and win within your customers’ journey. If you don’t know what they are – use the data and analytics you have available and speak to your customers!
  2. Define what the customer needs from you at that specific moment. Is it inspiration, education, information or is it a quick easy purchase, direction to their nearest shop, customer reviews
  3. Create time and location relevant content that delivers what the customer needs at that moment to move them to the next critical micro-moment

Once you have those key moments nailed and converting, use a deeper level of customer data and insight to widen the number of moments you are aware of and need to own seamlessly across multiple channels.

If you want any further advice on how you can weave micro-moments into your existing digital strategy or develop your levels of customer insight don’t hesitate to get in touch.

One response to Making friends with Google’s micro-moments

  1. Interesting article. We haven’t looked that much into it just yet, but just reading your observations, can’t help but think: so many browse in bed before sleep (guilty!) and not sure how much that has been targeted so far by marketers. Could be good to do some research about that.

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