Is Your Brand Ready for Micro-moments?

 

I found myself in the drugstore the other day having the following conversation with my 15-year-old daughter:

 

Me:  OK, here are the toothbrushes, just pick one.

Her: (Gets her phone out) I need to see which one’s best.

Me:  You’re researching a toothbrush? (mind you, this is a bristle brush and not an electric model)

Her:  It will only take me a couple of seconds.

 

Little did I know that I was in the midst of what Google refers to as a “micro-moment.” What is a micro-moment, you ask?  It’s a moment when a person immediately turns to a device (often a smartphone) to find information about a place they want to go, a thing they want to do or something they want to buy.

 

 

Why are these micro-moments so important? Ten years ago, Apple changed our world by introducing the smartphone device. However, the smartphone is no longer just a convenient device but a deep, intrinsic behavior. Consumers spend an average of four hours per day1 on their smartphones and are checking them 150 times a day!2  Many of these mobile interactions are used to acquire information or purchase a product. In fact, 82 percent of smartphone users say they consult their phones for purchases they’re about to make in store (similar to the toothbrush example above)3. In addition, consumers spend more time searching for answers via their mobile phone than their desktops.4 Such micro-moments provide a fantastic opportunity for brands, since consumers are looking for the shortcuts a strong brand provides.  However, there’s a catch:

 

Mobile sessions average a mere one minute and 10 seconds, dozens and dozens of times per day.

 

The primary challenge for brands in this new environment is to make a favorable impression in a very brief timespan (somewhat like speed dating). How is this done? By ensuring you are providing a clear and concise message that is RELEVANT to the consumer’s needs. The following statistics illustrate the importance of providing relevancy to your target:

 

  • 65 percent of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information, regardless of the company providing the information5
  • 51 percent of smartphone users have purchased from a company or brand other than the one they intended to because the information provided was useful6
  • 73 percent of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand7
  • 69 percent of online consumers agree that the quality, timing or relevance of a company’s message influences their perception of a brand8

 

As a result, in-depth consumer insights are more important than ever. It’s critical to know your consumer inside and out, so you can provide what they want, when they want it. Traditional research methodologies (i.e., ethnographies, shop-alongs, online panels), in addition to current neuromarketing techniques, can help companies discover the latent emotional and rational needs that drive consumer behavior. Such latent insights can help tap into the unconscious motivators that affect instant decision-making and brand connectedness. Even for products as simple as a toothbrush.

 

Identifying consumer needs and offering relevant solutions is key to micro-moment success.  Are you ready for it?

 

Want to hear more? Connect with Jeane Kropp at jropp@fountainheadstrategy.com to learn how we can help your brand

 


1 Flurry Analytics, December, 2016
2 Kleiner Perkins Caufeld & Byers, 2013 Internet Trends Report.
3 Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015
4 Google internal data for 10 countries, including the U.S. and Japan, April 2015
5,6 Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015
7 When Path to Purchase becomes Path to Purpose, Google/TNS/Ogilvy, U.S., June 2014.
8 Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015