Mobile has brought tremendous change in our life and it keeps on altering our expectations from brands within Marketing Innovation approach. It has split the consumer journey into hundreds of real-time, intent-driven micro-moments where each of them represents a key opportunity for brands to shape customers’ decisions and preferences.

REAL-TIME ACTION
Smartphones enable us to take action on any impulse at any time. We undertake real-time actions whenever we want to learn, find, do or buy something. Whenever when react to our needs immediately, we have high expectations are high but low patience. This drives quality, relevance, and usefulness of marketing more important than ever. Our preferences and purchases are fashioned by these micro-moments. Eventually, the brands who would think out-of-the-box and do their utmost in satisfying our needs in each moment will win.

Google’s research consisting of talking to real people, with real needs in real moments outlined the following insights:

PEOPLE ASSESS PURCHASE DECISIONS IN-THE-MOMENT.
82% of smartphone users use their phone to guide a purchase decision while in a store.

PEOPLE SOLVE UNFORESEEN PROBLEMS IN-THE-MOMENT.
62% of smartphone users tend to act immediately toward solving an unexpected problem or new task because they own a smartphone.

90% OF USERS USE ONE DEVICE TO START AN ACTIVITY AND ANOTHER ONE TO FINISH IT.
US retail advertisers experience 11% more conversions for Display and 16% more conversions for Search ads when analyzing conversions emanating from mobile devices ending on another device.

PEOPLE CHASE BIG GOALS IN SMALL MOMENTS.
90% of smartphone users have used their phone to progress toward a long-term objective or multi-step process.

PEOPLE TRY NEW THINGS IN ROUTINE MOMENTS.
91% of smartphone users make use of their phone to look for ideas while performing a given task.

WHAT YOU SHOULD ACHIEVE
Be present when your customers need you. Consider the following ideas to take appropriate actions:

CREATE A MOMENTS MAP.
You should identify a set of moments where winning is essential and where you cannot afford to lose. Analyze all stages of the consumer journey to map moments when people want to be inspired, learn about your products, perform a quick purchase, or anything in between.

UNDERSTAND YOUR CUSTOMER NEEDS IN-THE-MOMENT. BEHAVE LIKE THE CUSTOMER!
For each of the moments you selected as those you what to win, behave like your customer would. Put yourself in the consumer’s shoes. Ask “What would make this better, easier or faster? What content or features would be most useful for this moment?”

USE CONTEXT TO OFFER THE RIGHT EXPERIENCE
Lay emphasis on contextual signals like location and time of day to deliver experiences and messages that fit that particular moment. For example, advise the customers when the products they are looking for are available in stock or available for pickup in your store.

OPTIMIZATION
People tend to move flawlessly across screens and channels. Make your brand deliver seamlessly in return. Do not allow competing objectives or department silos stand in the way.

MEASURE EACH ACCOUNTABLE MOMENT
You allow yourself to under-serve your customers while you are experience measurement gaps issues. While the return on investment for certain moments is difficultly measurable, even impossible, train your team to make use of credible estimates to ensure the most precise estimations, nearest to reality.

More on this topic:

https://www.thinkwithgoogle.com/micromoments?utm_source=2015-06-think-confirmation&utm_medium=email-d&utm_campaign=confirmation-TWG&utm_content=TWG1&mkt_tok=3RkMMJWWfF9wsRols67JZKXonjHpfsX66O0lUae%2BlMI%2F0ER3fOvrPUfGjI4CTsBlI%2BSLDwEYGJlv6SgFTrDBMaN2wrgLXhY%3D