MICRO - MOMENTS: Keeping Up With Your Consumers

According to the Yellow Social Media Report (2018), more Australian’s are owning a smartphone (87%) over any other device such as a laptop (76%). For marketers, this is an extremely useful statistic as it highlights the growing importance of going digital to make the biggest impact in your industry. 

It is not uncommon to be bombarded with digital ads popping up on your search engines, or while you are using your apps, however if these ads are relevant to that person and not solving a specific consumer need they will be more likely to quickly swipe that ad away and never think about it again. However by utilizing Google's Micro Moments, you can create a greater understanding of your customers purchase behaviour and from this you will know exactly when to strike them. Google describes these ‘Micro Moments’ as “the critical touch points within today’s consumer journey” and the crucial moments when a customer turns to their smartphone to answer for them right then and there.

Image from Google Micro-Moments: Your Guide to Winning the Shift to Mobile, 2020

The opportunity this creates for us marketers is the ability to gain useful insights about our target audience and from there, the ability to connect with them in the moments that are the most crucial are easier to obtain. 

To succeed as a business in your consumers micro moments you have to ensure three things:

- Be There.

- Be Useful.

- Be Quick.

More than half of smartphone users (51%) have discovered a new company or product, just by conducting a simple search on their smartphones. By just ‘being there’ you are more inclined to be chosen against your direct competitors not only the mere act of being seen.

CLOROX

Clorox are a recognisable brand selling essential items for consumers around the US, and have been recognised as a brand that has a consumer focused strategy, ensuring they are alway there for their consumers when they are needed. Margo Georgiadis, president of America's Google has described Clorox as a company that is leading the way in winning these ‘Micro Moments’. Clorox has made a change to their usual digital strategy after tapping into Google's Micro Moment insights now becoming the content that people are interested in, instead of interrupting the content that people are interested in. This has been so successful for them, that in 2016  the company dedicated 40% of their total media budget to digital platforms.

"It's our responsibility to meet consumer expectations and be more responsive to their needs," says Eric Reynolds, CMO of Clorox.

Image from Clorox.com.au, 2020

Micro Moments give you credible insights and learnings about your most valuable consumers. The way you strategically utilise these insights and integrate them within your digital strategy to get as many consumers through your sales funnel, will ultimately lead to your businesses success. 

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References

• Think with Google. 2020. How Clorox, Booking.Com And CVS Health Are Winning Micro-Moments. [online] Available at: <https://www.thinkwithgoogle.com/marketing-resources/micro-moments/clorox-booking-com-cvs-health-winning-micro-moments/> [Accessed 14 April 2020].

• Think.storage.googleapis.com. 2020. [online] Available at: <https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf> [Accessed 14 April 2020].

• Act-On Blog. 2020.How To Use Micro-Moment Marketing To Capture Your Audience. [online] Available at: <https://www.act-on.com/blog/micro-moment-marketing-capture-audience/> [Accessed 14 April 2020].

• Clorox. 2020.Clorox®. [online] Available at: <https://www.clorox.com> [Accessed 14 April 2020].