Micro-moment Marketing: Captivating Your Customers

Attention ? ? is a?

Dif ficult

thiNg to capture.

It’s all about how

you

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Your Content.?

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That was a bit of a pain to read, wasn’t it?

I bet some of you wanted to click off.

That’s understandable.

The way information is presented has a direct impact on someone’s willingness to engage.

That’s always been the case.

The only difference now is that the window of time in which you have to capture someone’s attention has decreased dramatically.?

In fact – from 2000 to 2015 – a Microsoft study found that the average attention span went from…

12 seconds → 8.25 seconds

Now we’re in 2023, we can only assume that this trend has continued and the average attention span is still in decline.

This decline has given rise to “micro-moments”.

What are Micro-moments?

Micro-moments are brief, high-intent moments when consumers turn to their devices to seek information or fulfil immediate needs.

They come in various forms, but they are often categorised in four ways:

1. "I-want-to-know" moments: searching for information or an answer to a question.
2. "I-want-to-go" moments: looking for information related to a specific location or seeking local businesses.
3. "I-want-to-do" moments: seeking guidance or instructions to complete a task or engage in an activity.
4. "I-want-to-buy" moments: ready to make a purchase decision or actively researching a product.

Consumer behaviour has shifted towards a desire for instant gratification and convenience.?

These micro-moments are a direct by-product of this shift.

In turn, people now expect immediate access to personalised information and interactions.

The Rise of Micro-moments?

So, if the human attention span has declined significantly since 2000 – what could have possibly caused it?

What has happened over the past couple of decades?

Hmmm…

Oh yeah – loads of technological advancements.

Just to name a few…

• Mobile devices
• Search engines
• Social media

In particular, mobile phones have become an essential part of our daily lives and have completely altered how we consume media.?

Planned daily online sessions have turned into spontaneous, fragmented interactions on our mobile devices.?

Throughout the day, we engage in hundreds of these fragmented interactions – whether that is scrolling through social media, searching on Google, or texting a friend.

The question you must ask yourself is:

How do you capture the attention of your consumers during these micro-moments?

Micro-moment Marketing

Micro-moment marketing is all about catering to these new consumer expectations by providing relevant content and solutions that can be consumed quickly and easily.?

To explain how businesses can start practicing micro-moment marketing, I will break down how exactly you can provide:

Relevant content and solutions

that can be

Consumed quickly and easily

Using two quick examples!

Relevant Content & Solutions

The key to creating relevant content is to ensure that you’re interacting with the right audience at the right time.?

This will be largely dictated by the accuracy and effectiveness of your audience targeting techniques.

Let’s use paid advertising as an example.?

If you have not identified your target audience or refined your targeting options accordingly, your ads will hit a broad range of people – many of whom will have no interest in your brand.

Instead, you must work to understand the specific micro-moment your ideal customer will be in.

Are they...

• Searching for information?
• Making a purchase decision?
• Seeking local services?

Once you identify their motivation, you can ensure this is reflected in your targeting options – demographics, interests, online behaviour, location etc.?

Equally, this knowledge will help you align the content of your ads with the context of the micro-moment.

I.e. you'll be able to tailor your content to address their immediate needs and provide the information they want at that exact moment!

Consumed Quickly & Easily

To truly harness the power of micro-moment marketing, the content you provide must also be convenient, not just relevant.

In other words, people must be able to consume it quickly and easily.

Let’s use website user experience as an example – in particular, load speed (“quickly”) and website navigation (“easily”).

In the era of micro-moments, if people cannot access information quickly, they will immediately disengage.?

According to Google, as page load time goes from 1 second to 3 seconds , the probability of bounce rate increases by 32%.

Equally, if people cannot access information easily, they will likely leave the interaction (and not return in the future).

According to KoMarketing, 37% of users say that poor website navigation causes them to leave websites.

A website that allows your audience to quickly and easily…

1. Find relevant content
2. Navigate between pages
3. Access the information they need

… will dramatically increase the chances of satisfying their immediate needs during micro-moments.

Improving your page speed and website navigation is simply one way you can do this.

Key Takeaway

By understanding and leveraging micro-moments, you can create impactful experiences that leave a lasting impression.

These lasting impressions will accumulate.

▼

Help you cultivate a following of loyal customers.

▼

Provide the foundation for a successful business.

Small moments have big impacts.

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If anything has grabbed your attention in this newsletter, please feel share your thoughts in the comments or reach out to me directly on LinkedIn. I love talking about this stuff – I probably won't shut up!