“It’s all about “micro-moments!” If you “Think with Google,” then you know the latest buzzword in marketing is “micro-moments.” These are the critical and unique points in time when a consumer makes a decision to research or buy something they want or need. Consumers act on needs in micro-moments throughout the day. For example, research says that the vast majority of people who own smartphones look at them within the first 15 minutes of waking up. They check the weather and look for important messages. This could be a great time to remind consumers that they can pick up a cup of coffee on the way to work at the nearest coffee shop, or that there will be a lunch special at their favorite restaurant, or that today is the last day of an important sale...you get the picture! The question for marketers is: Are you prepared to identify, deliver on, and measure these moments? New research commissioned by Google and conducted by Forrester Consulting shows companies' are shifting to the mobile world. People no longer go to a desktop, laptop or tablet to find what they need. Instead, they use what is already at hand: Their smart phone!
Mobile has totally transformed consumer behavior and expectations. We don't "go online" anymore; we live online. Our smart phones are our calendars, our weather channel, our contacts list, our email, our alarm clock, our music source, our flashlight, our news source…no one leaves home without their smart phone. Also, consumers act on their needs in micro-moments. This shift in consumer behavior affects not only mobile marketing strategies, but also how organizations think about their marketing strategies at large. It's in these I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments that brands can win hearts, minds, and dollars. But new research illustrates that most organizations aren't "moments-ready." In June 2015, Google commissioned Forrester Consulting to evaluate how prepared marketers are to deliver against rising consumer expectations in moments of intent—the times when people turn to their devices to act on a need to learn, discover, find, or buy something. To further explore this trend around mobile engagement, Forrester tested the assertion that marketers in these organizations must focus on three key areas—identifying key moments of intent, delivering on needs in the moment, and measuring all moments—to create a customer experience that's relevant and useful at every touchpoint in this new path to purchase. Key findings: •Companies recognize the sense of urgency that mobile imparts on the new path to purchase. In fact, 70% of companies have begun to transform their businesses and experiences. •Companies that make steps toward becoming moments-ready reap tangible benefits in the form of more profitable ROI in both mobile investment and overall marketing investment. For more information, visit http://bit.ly/1OhOIQe. Or, call Digital Marketing Sapiens for help in developing a marketing strategy to reach your target marketing in “micro-moments!”