What does your company do to compete for a person’s limited attention?
On any given day, the typical consumer deals with sensory overload, sifting through noise and consuming pertinent information. This reduces the window of opportunity for businesses to vie for their valuable attention.
One of the primary catalysts of this overwhelming environment is the smartphone.
Smartphones have changed the way people seek information and interact with companies. At any second, you can whip out your phone and have virtually unlimited access to information on anything and everything. Our cellular devices are invaluable tools that have reshaped our daily lives – including buying experiences.
The customer journey can now be stretched across points-in-time and locations (physical and digital). It’s evolved into a series of critical “micro-moments” that determine the actions people take.
A term first coined by Google, micro-moments are “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” In other words, they’re the moments when consumers decide to seek more information or to take action. They can occur at any point, like on commutes to work or during Sunday brunch.
Micro-moments are separated across four categories of distinct desires:
- I-want-to-know moments: the times when a consumer is looking for more information, whether that’s wanting more detail behind a product or comparing two separate services. For example, wanting to find the most cost-effective hotel for a trip or figuring out the most affordable car insurance.
- I-want-to-go moments: these moments represent a consumer’s desire to go to a specific location with the intention to browse for a product or service – which might lead to a purchase.
- I-want-to-do moments: when someone wants to learn a new skill, try something new, or needs help completing a task. This generally entails a quick “how to” search in moments of need – like how to fix a leaky faucet or how to change a tire.
- I-want-to-buy moments: when a consumer is ready to make a purchase – but might need assistance. The most common instance occurs when consumers need help deciding between two products, whether that’s in-store or online.
But, how exactly are you going to secure your target consumers finite attention? Here are three possibilities.
Identify similarities and differences between your goals and your customers’ goals.
Before you can take advantage of critical micro-moments, it’s important to understand your company’s goals, as your marketing efforts and messages to consumers should be delivered with these goals in mind.
That being said, it’s also important to recognize that your customers may have entirely different goals over the course of their buying experience. Identifying where your goals and your customers’ goals overlap helps you position your brand and maximize communication.
Determine each touchpoint.
Consumers can use several devices to search for information and interact with companies. Determine each possible touchpoint along the purchase timeline where a customer may interact with your company.
Do people use mobile devices to interact with your company most of the time? Or are most of your conversions via desktop?
You can use this information to devise a strategy, so your company is prepared for these micro-moments.
Deliver relevant content.
Relevant, insightful content increases your odds of capturing customers in these micro-moments. Content can be the difference-maker that aids customers from the initial “I-want-know” moments all the way to the final purchase.
Consider a car insurance company’s approach to this. Positioning an accessible, easy-to-use estimate calculator on their homepage is an effective tool for providing answers to those “I-want-to-know” moments.
With the importance of micro-moments in mind, your company’s content strategy may need to be repurposed accordingly. If you need help with your strategy in 2020, please reach out to us. We’re here to help!