What are micro moments about?
When it comes to searching online, for Google micro moments are critical touch points within the customer journey. And when they are added together, they determine how the journey actually ends.
It is not merely about tracking in what time and where a customer does something; it is also about during which task, in what kind of surroundings, and where online the search takes place.
Google considers the following four moments as key for any brand:
- when the user wants to know something
- when s/he wants to go somewhere
- When s/he wants to do something
- When s/he wants to buy something
Precisely at these moments users search on the Internet and are willing to make purchases, according to an article on the business2community.com website.
For example, if you sell kitchen utensils, one micro moment is when a user (while trying out a recipe) looks at a smartphone for an item of equipment which is missing in the kitchen. This is an impulsive moment when selling is easy. In order actually to gain such an user, the platform must be optimised.
If you sell gym equipment, your micro moments may be when users search for new gym workouts or equipment after their exercise session. All these moments are real opportunities for companies to attract new customers and sell.
Include micro moments in your customer journey
Try and anticipate what your micro moments will be. Prepare solutions even before these moments occur; your current analytics will help you. You can start with the most searched products.
Customers buying on smartphones are always looking for a purchase that is quick and easy. You cannot rely on brand loyalty here; however, that also means you can easily address and attract new customers.
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