customer journey
Mar 7, 2017 — TrackFive

Micro-moments | Mapping the Customer Journey

As smartphone users, we’re accustomed to finding information where we need it, when we need it. The ability to express an immediate action allows us to act on our impulses, whether that means learning something new, finding a location, or buying products. Not only that, but the demand for relevant search results is a critical ingredient in meeting the expectations of search engine users. Simply put, expectations are getting higher as consumer patience continually diminishes.

With quick, relevant searches that provide consistent results, you’ll eventually earn the customer loyalty you’re after — just not before you’ve met your audience’s needs through a series of quality micro-moments.

But what exactly are micro-moments and how can brands utilize them for success? For this, we turn to Google’s recent guide on the matter.

Honing in on Micro-Moments

Living in a world connected by mobile apps and smartphone accessibility, consumer behavior is quickening at a similar pace. With 82% of people reporting that they use their devices to make buying decisions in stores, the ability to optimize every moment is a target for many mobile marketers.

The study by Google goes on to show that in-the-moment:

  • 62% of people use their phones to solve unexpected problems
  • 90% of people pursue long-term goals in short periods of time with mobile devices
  • 91% of people try new things during their routines by searching for information

Essentially, micro-moments constitute a new way to think about mobile marketing — by understanding the consumer journey is fractured into hundreds of “real-time, intent-driven micro-moments,” brands gain critical opportunities to shape preferences and decisions.

While I realize that this post is already filled with lots of hyphenated phrases, Google’s way of presenting this information is streamlined and straight to the point as usual. Types of micro-moments can include:

  • Is-it-worth-it-moments
  • Show-me-how moments
  • Didn’t-plan-for-this moments
  • Ready-for-change moments

And so on and so forth!

When it comes to integrating this framework into your own marketing efforts it can be broken down between 5 basic ideas that cover the cycle.

1. Make a Moments Map

The first step to gaining the most out of your brand’s micro-moments is identifying all of the small interactions with consumers that you want to win or can’t afford to lose. You’ll want to examine the phases of a customer’s journey to find what inspires people to learn about your products, make the purchase, and everything in between.

2. Understand Customer Needs

Like most behavioral observations, a useful technique is putting yourself in the shoes of whoever you’re trying to learn about. Going through the cycle, try to think of ways to make the process easier, faster, or more relevant. Ask questions like “what content or features would be most helpful for this moment?”

3. Deliver the Right Experience in Context

Drawing from contextual signs like the location of someone’s search, or even the time of day they were seeking a product or information, you’ll be able to tailor messages for those micro-moments. One great suggestion Google made was to let customers searching nearby your store know whether the product they’re viewing is in-stock.

4. Optimize the Entire Journey

It’s no secret that people move across various screens and platforms, expecting to receive the same seamless experience wherever they go. When it comes to optimizing each micro-moment, the key is ensuring that the consumer journey is tailored to the platform or device they’re using. According to the Google study, “to account for today’s complex, fractured journeys, anchor completely on the consumer and organize around moments.”

5. Measure the Moments that Matter

Underserving customers while dealing with gaps in your measurement is one way to waste time and money. Although the return on your investment for certain moments isn’t always able to be measured directly, learning ways to use credible analytical methods will help to ensure you’re not missing anything.

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