Google has introduced a new expression in the world of digital marketing: “buy youtube views “. But the concept itself has been there since the Internet is available to everyone at any time.
What is a micro-moment?
Avoiding technicalities, we can summarize that a micro-moment, or micromomento, is that small moment in which we pause what we are doing “in the real world” to connect to the internet (mostly through our smartphone) to consult something relative to the moment current that we are living in the real world.
That is, we connect to consult something online that will affect our immediate decision making in the real world.
Types of micro-moments
According to the almighty , micro-moments can be classified based on four criteria, related to the action on which they will influence. Let’s see what they are with some examples.
- What I want to know : the first micro-moment refers to an information search. We have all consulted our smartphone as quickly as possible when we wanted to know what time it will take tomorrow or what “micro moment” means, that word we have just discovered.
- Where do I want to go: Who has not gone to google or google maps when they need an ATM and do not know where the nearest one is? Lunch time What restaurants do I have nearby and what is their offer? There are some examples for this micro-moment criterion.
- What I want to do : another very common micro-moment is when we quickly turn to our mobile to find inspiration relative to something we want to do at a certain time. For example when we want to find a specific recipe or watch a video of how to tie a tie.
- I want to buy: we are all consumers and sooner or later we all have our micro-moment affect our journey to purchase. How many times have you consulted information about a product in different sources before buying it? And of these, how many have you done in the establishment?
As you can see, micro-moments have been with us for a long time. Google has simply limited itself to naming them and making us more aware of their existence. What benefit do micro-moments provide us? Knowing how to detect these micro-moments in our consumers, can help us to convert them into incoming traffic for our website, that is obvious, but it can also help us to become a reference in the search for a specific type of information, to be a reference in the sector, improving our branding More benefits? Of course. Taking advantage of the micro-moments providing the right information to the consumer, we can give you the necessary push to decide on the purchase of our product, either in the physical store or in the online store.
Micro-moments in social networks
It is clear that micro-moments must be taken into account in the restructuring of all our digital marketing campaigns and strategies, as they are unique opportunities in which the consumer is completely receptive to receive the appropriate information. Information that using it properly will allow us to direct it to achieve the objectives stipulated in each strategy.
The user does not always carry out his queries through the search engine, but he resorts to social networks in search of first-hand information from other users or even from the brands themselves. In social networks, as in all other areas of digital marketing, there are also micro-moments. Let’s see some examples according to the four typologies to help us identify them more easily and to be able to elaborate more effective strategies.
- What I want to know : Where does the user go on social networks to look for specific information? Most likely, check with your friends or colleagues to clear up any questions. If we can turn our brand into a reference in our market niche, users will go to our social profiles to consult their doubts.
- Where do I want to go? If you are in a place you do not know, such as another city, and you want to find a restaurant where to eat (to follow the example seen above) instead of going to Google Maps, Trip Advisor or similar, you can enter a Facebook group specific to that city in which recommendations are made based on user inquiries. Small traders are interested in being in these groups of their own cities, to take advantage of possible queries related to their market niche, in order to capture the attention of these potential customers. What finally do not go through your business? At least they will know that it exists, and it will also gain visibility with other users.
- What I want to do: on Facebook there are millions of groups specialized in the most varied themes. What do you want to learn to make bread at home? You have many groups on Facebook where users will give you advice, provide recipes and even advise you if you decide to buy a bakery. What do you think would happen if a brand that commercializes breadmakers manages to win the loyalty of the majority of users of one of these groups? Exactly, the users themselves would become ambassadors and defenders of the brand. A new user would instinctively seek to fit into the group and letting advice surely end up buying the breadmaker of the brand. The difficult part, of course, will be to locate the groups that will interest your brand and create appropriate strategies to earn the loyalty of its users. Definitely,
- What I want to buy:when we have practically decided on a specific product, but we have not yet decided on the one that offers the X brand or the one that has the Y brand on sale. Maybe a little extra information will help us decide for one or for other. This information can go to find a specific group of Facebook, as we saw in the previous point, but we can also go to the social profiles of the brand X and the brand Y, to complement the information we have about each product, such as example characteristics of both to facilitate the
- comparison. The X and Y products can be identical in functionality, price and aesthetics, but if the X brand has a shorter response time, it attends us cordially or quickly solves our doubts, and we will be opting for the product of the X brand.
In summary, now that you have learned to identify the micro-moments and how they can be taken advantage of, you should start to build your strategies, both web and social, to make the most of them for the benefit of your brand and your pocket.
What is your most common micro-moment ?: Know, go, make or buy …