Let’s talk ‘micro-moments’ they can be subtle, but pretty special and most of all impactful, especially in a growing world of AI. They allow brands and organisations to capitalise on small, real-time interactions that make a lasting impression with customers and prospective audiences.
As marketers we can be consumed with the big ticket metrics. However, the small interactions can be just as important. So here at The Cusp we think micro-moments should not be underestimated. They can be brief – yes, but meaningful and, when executed well, can greatly influence buyer’s decisions and lasting impression of a company.
What are micro-moments?
Micro-moments refer to the small, intentional interactions brands have with customers and prospective customers, typically during key moments of their decision making. Micro-moments can be divided into four key categories:
- I-want-to-know moments – When a customer is researching information.
- I-want-to-go moments – When a customer is looking for a specific service.
- I-want-to-do moments – When a customer needs help in completing a task.
- I-want-to-buy moments – When a customer is ready to make a purchase.
Why micro-moments matter in marketing?
Micro-moments may seem small, but they are highly influential. Think with Google found that 91% of smartphone users turn to their devices for help in the middle of a task. This indicates that brands who can anticipate and meet the needs of customers in these moments stand to gain.
One company already doing this is Tony’s Chocolonely. In a recent interview on Marketing Heroes, Emma Baines from Tony’s Chocolonely spoke about the impact of micro-moments. She emphasised that simple gestures, like sending a positive message to customers after they’ve engaged with the brand on social media, can leave a lasting impression. These small acts of care go a long way towards strengthening the closeness and trust with consumers.
How to leverage micro-moments in marketing?
- Personalisation at scale – One of the best ways to capitalise on micro-moments is through personalised messaging. Understanding the specific needs of your audience allows you to deliver tailored content when it matters most. For instance, just a simple thank you does this effectively by sending a personal “thank you” message to prospective students within the hour of them attending an open day. This warm gesture makes the potential students feel appreciated and remembered, improving their overall impression of the university.
- Anticipating Consumer Needs – Predictive analytics can help businesses anticipate the next move of their consumers. For instance, if a consumer is researching products online, a brand could deliver a timely ad or offer tailored to that research, encouraging the user to complete their purchase.
- Enhancing Mobile Experiences – Most micro-moments occur on mobile devices, meaning that optimising for mobile is crucial. Fast-loading pages, easy-to-use interfaces, and seamless payment options can all contribute to a better mobile experience, ensuring that consumers complete their desired action without unnecessary difficulty. Starbucks, for example, excels at this. Their app allows users to order and pay in seconds, and they often send push notifications with relevant offers, meeting their customers’ immediate needs.
- Utilising Real-Time Data – Real-time data can also play a key role in creating effective micro-moments. By analysing user behaviour in real-time, brands can send customised content that aligns with what the consumer is actively looking for. Take, for example, Amazon, which uses real-time data to suggest products that match customer search queries or items they’ve previously purchased. This strategy helps drive repeat purchases and encourages customer loyalty.
Conclusions: Small efforts matter
Micro-moments are an essential part of a modern marketing strategy. These brief, but meaningful interactions allow brands to connect with customers and prospective customers in a way that feels personal, relevant, and timely. In marketing, it’s not always the big, flashy campaigns that make the greatest impact. Sometimes, it’s the smallest moments that leave the biggest impression.
Author: The Cusp’s Marketing Executive, Grace Phillpotts
Sources:
- https://www.liquidweb.com/blog/tech-micro-moments/
- https://www.brightedge.com/blog/understanding-the-micro-moment-customer-journey#:~:text=Understanding%20the%20micro%2Dmoment,-To%20build%20a&text=These%20high%2Dintent%20touch%20points,account%20throughout%20their%20marketing%20strategies.
