Connecting Micro-Moments with Mobile Demand
When was the last time you whipped out your phone to check something? It was probably just a few minutes or seconds ago. Whether it’s to see a recent Tweet, look up a nearby restaurant or upload a photo, there’s no doubt that we’re quickly moving towards a mobile-only world.
Digital marketers need to step up their mobile game if they want to remain competitive. That means not just focusing on ads, but striving to produce relevant, emotionally-charged ads. Stop offering just “quality content” and switch to action-driven, liquid content. It’s all about being a step ahead of the trend.
You already know how vital it is to address micro-moments. And you are also well-aware of the need (if not requirement) to be “mobile first”. But have you ever thought about combining both?
Google coined the term to refer to ‘I-want-to’ times when people take out their mobile devices to look up information. It could happen anytime, in any place. You could experience a micro-moment when you’re commuting to work and suddenly remember to buy jeans. Or it could be while you’re chatting with a friend and you encounter an unfamiliar word you wish to check on.
In a micro-moment, users are not exactly looking to jump to websites, talk to an expert, or even visit a physical store, according to an article by the American Marketing Association. Users simply want quick, useful information that will satisfy them at a glance. In fact, actions like whipping out a mobile phone during a micro-moment have become a reflex: people no longer think about it—it just happens.
Today’s Mobile Demand
Whether you’re a big brand or a small local business, you can’t afford not to go mobile. Why? Aside from mobile searches having surpassed desktop, it’s expected that the number of smartphone owners will double by 2016. According to ComScore data, mobile usage has skyrocketed 394 percent in the four short years between 2010 and 2014.
This is mainly due to two factors: the affordability of recent technology and the expanding reach of the Internet around the globe. Thanks to inexpensive materials, company partnerships and government programs, more and more people will soon be able to find all kinds of opportunities literally in the palm of their hands.
Connecting Moments with Mobile
Positive experiences are hard to deliver because they involve emotions. Thus, each experience is highly subjective and is dependent on each consumer. No two people who experienced the same thing will have similar reports about the event. One may be happy about it, while the other could be completely unsatisfied.
This is why digital marketers must first identify what kind of micro-moments are available for their industry and how to turn them into something awesome for mobile. Brian Solis from Altimeter Group recommends finding consumer problems that already exist (preferably those rarely discussed) and addressing them head-on.
Why? People already have set expectations and opinions about certain brands or businesses. Instead of spending thousands of dollars trying to change those beliefs, why not re-align them with something positive?
Whirlpool’s ‘Every Day, Care’ Campaign
For example, appliance giant Whirlpool recently launched an ‘Every Day, Care’ campaign and has since received positive feedback from both consumers and the digital marketing realm. Why do these ads resonate so much with audiences? Three reasons:
- They feature everyday scenarios that are easily relatable.
- They seamlessly illustrate how the products provide simple joy or comfort – it’s as if you’re not even watching an ad!
- It touches on what their consumers care for the most: how to care for their loved ones with help from modern appliances.
As a series of videos, the campaign also makes their message easily accessible to millions of mobile users through video hosting platforms such as YouTube and Vimeo.
The Starbucks Coffee Experience
Another brand that combines micro-moments with mobile demand is coffee retailer Starbucks. What makes them such a force to reckon with is not their pumpkin spiced lattes; it’s the mobile experience they provide.
‘Great coffee is always at hand’ became a reality when Starbucks introduced their app for iOS and Android. It lets users do pretty much everything: locate stores, pay for coffee, tip baristas, keep track of stars (for Starbucks card holders) and even display available promotions.
Starbucks really set themselves apart not as trend followers, but as trendsetters. Their customer experience is so incredible that the coffee giant was named Mobile Marketer of the Year in 2012 and increased their payment volume by 73 percent during the second quarter in 2014.
An App-less Future?
In the future, even apps will be deemed irrelevant. It’s all about constant innovation and testing limits. So don’t stop with just a responsive website—bring your A-game by looking into other alternatives to reach your audiences. Observe what their needs are and deliver answers to their problems in a way that’s easily consumed on a mobile device.
Integrating micro-moments with mobile is no easy task. It requires a deeper understanding of your target market and the willingness to tackle today’s mobile challenges. But by being visible on mobile devices, bringing faster services, and personalizing interactions on social media, you can maximize micro-moments to make consumers (and your business) happy.