The shift in online search has come to mobile-first in almost every consumer’s daily experience. We spend an average of almost 5 hours a day on our smartphones. Long gone are the days of waiting to get to work or home in order to boot up our trusty desktop to seek out information.
It’s almost 2019 and consumers want quick and immediate answers to their online questions more than ever. And businesses need to conform their online marketing efforts to fit the needs of consumers in order to remain relevant in the online search world.
The team over at Google HQ has broken it down for us to easily understand.
What are Micro-Moments in Marketing?
These 4 main micro-moments are defining the way we look for answers on the internet:
- The “I-want-to-know” moments
- The “I-want-to-go” moments
- The “I-want-to-do” moments
- The “I-want-to-buy” moments
Here, we breakdown the 4 micro-moments in marketing and define how to think like Google in order to enhance your business’s online presence to capture the consumer at each micro-moment.
#1- The “I-want-to-know” moments
These are the informational sector of micro-moments. The consumer is looking for an answer and most importantly, wants it quickly and simply-put. Data, data, data. You must keep the key, most relevant and helpful data at the forefront of your mobile site. 69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions. Making a consumer work for the answer they seek will only make them jump to your competitor.
#2- The “I-want-to-go” moments
These are the connect me to the physical world sector of micro-moments. The consumer is ready to “go” to a location to interact. Whether that be for service, shopping, or entertainment, they are ready to engage. Using location signals to point them in your direction is crucial in winning this moment from your competitor. Driving directions, stores closest to them, relevant inventory stock of the product they are looking for.