Wondering what micro-moments are? Would you believe if we say that these moments are part of your daily life? Well, believe it! Every time you rely on your device to act on a need, you are having a micro-moment. A micro-moment occurs every time you want to know, go, do or buy online. It’s an undeniable fact that people today turn to their mobile phones when in need. A mobile phone has become the go-to source when in the dire need to accomplish a certain task. 90% people use their mobile phones to accomplish long term goals while on the go. Of these, 62% people resort to their mobile phones every time an unexpected problem crops up. It should, therefore, come as no surprise that 91% people hinge onto their mobile phones in the middle of a task to seek inspiration.
Typically, there are types of micro-moments to look out for:
- I-Want-to-Know Moments
These are the moments when a person is simply doing some research online. Such moments call for speedy and significant results. Such a time is actually an opportunity in the disguise of a moment. A person’s perception regarding a brand can be shaped positively if the most relevant information pops up quickly regardless of the company that is actually providing the information.
- I-Want-to Go Moments
These are the moments when a person is looking for something in their vicinity. It could range from something as fun as a mall or as handy as a plumber. In such cases convenience rules over the brand loyalty. These are location based searches and therefore, the emphasis should be on highlighting the directions and locations.
- I-Want-to-Do Moments
A mobile device has become the one-stop solution to all our problems. These are the moments when people look for useful content to solve the task that lies ahead them. In such cases, a person can be influenced if the content is mobile-ready and consists of relevant tags which enable an easy-access.
- I-Want-to-Buy Moments
These are the moments that can occur at any time, indoors or outdoors! A person can be easily influenced if their purchase decisions are made easy given the right information and a smooth check out. These moments can be captured if a company manages to find the kind of information that a person seeks.
Remember, it’s easier to find when you know where to look!
Effective Mobile Content for Micro Moments
Ever thought about what drives content? Marketers have spent billions of dollars on creating digital marketing content, but very few have mastered the strength to say what works and what doesn’t. The CEO and founder of BrightEdge- a leading provider of cloud-based enterprise SEO and Content Performance Management solutions, had a few things to say about it.
The key to building effective content is knowing what the customers are looking for. Does the content serve the purpose of the customer? Do you have a data-driven way to identify the demands of the customer? Is the content prioritized and justified? These are some of the questions to ponder upon when it comes to creating captivating content. Many marketers make the mistake of creating content that lies with their interests rather than that of the customer. This basically translates into redundant data when it comes to the customer.