THE BASICS OF...THE BASICS OF MICRO-MOMENTSmicro-moment NOUN An intent-rich moment when a person...
Transcript of THE BASICS OF...THE BASICS OF MICRO-MOMENTSmicro-moment NOUN An intent-rich moment when a person...
THE BASICS OF MICRO-MOMENTS
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THE BASICS OF MICRO-MOMENTS
micro-momentNOUNAn intent-rich moment when a person turns to a device to act on a need - to know, go, do or buy.
THE BASICS OF MICRO-MOMENTS
There are 4 game-changing moments that really matter:
I-Want-to-Know
I-Want-to-Go
I-Want-to-Do
I-Want-to-Buy
THE BASICS OF MICRO-MOMENTS
1I-Want-to-Know
moments:When someone is exploring or
researching, but is not necessarily in purchase mode.
EXAMPLEElsa is getting married and moving. She and
her fiancé need furniture. They start researching on their phones for ideas.
THE BASICS OF MICRO-MOMENTS
2I-Want-to-Go
moments:When someone is looking for a local business or is considering buying a
product at a nearby store.
EXAMPLEElsa goes to Hometown Furniture to browse
for products she is interested in.
THE BASICS OF MICRO-MOMENTS
3I-Want-to-Do
moments:When someone wants help completing a task or trying
something new.
Elsa purchased her furniture. She wants to know how to arrange it in her home. She uses her smartphone to look up ideas.
EXAMPLE
THE BASICS OF MICRO-MOMENTS
4I-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.
EXAMPLEElsa wants to purchase an accent chairs, but she can’t decide between two of them. She uses her
smartphone to look up customer reviews. She chooses the one with the best rating.
THE BASICS OF MICRO-MOMENTS
In these moments, consumers want what they want, when they want it, and they’re drawn to brands that deliver on their needs.
HOW IS YOUR BRAND DELIVERING A CONVENIENT SHOPPING EXPERIENCE?
THE BASICS OF MICRO-MOMENTS
HERE ARE 3 TIPS ON HOW YOU CAN DELIVER A CONVENIENT SHOPPING EXPERIENCE...
THE BASICS OF MICRO-MOMENTS
BE THEREAnticipate these moments for your target audience. Commit to being there when these moments happen.
EXAMPLE• Is your website mobile-friendly?
• Does your website appear in the first page of a Google business page?
THE BASICS OF MICRO-MOMENTS
BE USEFULProvide a digital experience that’s relevant to consumers’ needs in the moment, and quickly connect them to the answers they’re looking for.
EXAMPLE• Do you have interior design suggestions?
• Are you answering social media questions?
• Is your website loading fast enough?
• Are you updating your website banners?
• Are you merchandising your website?
• Are you blogging?
THE BASICS OF MICRO-MOMENTS
BE ACCOUNTABLECreate a seamless experience across all screens and channels. Measure the impact across them.
Source: thinkwithgoogle.com
EXAMPLE• How are you applying the Google analytics to improve your business?