What Is a Micro Moment, Anyway?

or, the Future of Mobile Marketing

The term “micro moment” has lately been passed around the net as an opportunity to snag potential clients at the time when they are researching something on their mobile devices. Micro-moments occur when people go to a smartphone or tablet to act on a need to learn, discover, watch, buy or do something. The ease of reaching into a pocket to answer almost any question has developed a new culture of “ask and ye shall receive”; in other words, consumers expect answers at a moment’s notice, and companies are expected to deliver crucial information immediately.

Businesses that take note of this increasing trend are better prepared for new marketing strategies and solutions that reflect the way Americans consume media.

Mobile Marketing and its Influence

E-commerce and digital marketing have exploded since the introduction of smartphones over a decade ago. In fact, 77 percent of Americans now own a smartphone, up from 35 percent just seven years ago. Mobile devices have become such an indispensable part of our daily lives that they are changing the way people consume media. It’s estimated that Americans spend an average of 4.7 hours on their mobile devices every day. Nearly two-thirds of smartphone and tablet users have made a purchase online using their device in the last 6 months and 80 percent of shoppers used a smartphone or tablet in a physical store to research product reviews, compare prices or find alternative store locations.

Thanks to the increased use of mobile devices, mobile marketing is now an essential part of an overall marketing strategy. Companies that notice and react to the so-called “micro moments” are at an advantage.

Make Your Ads Stand Out

These days, consumers browsing the web are bombarded with content, from search engine results to social media – making it easy for potential customers to scroll right past your ads. Additionally, Facebook CEO Mark Zuckerberg’s recent News Feed plan may make it more difficult for advertisements to gain feed time on the social site. To stand out, companies must create engaging and interesting content that a reader will click on and share, not something written with little effort and targeted at the wrong audience. The object of micro-moment marketing is making the most of just a few seconds in an effort to draw the target viewer in. Offering the consumer something they value, whether that is information, insight, or a special offer, is key to successful engagement.

When potential clients click on an online ad, they come from a variety of mindsets. Some are prepared to buy now, and businesses should be ready for this option, but not all viewers are necessarily ready to make a decision yet. Many are simply browsing, comparing products or services, or researching a topic in-depth.

Businesses looking to advertise online should ask themselves “What would be the target consumer’s intention upon seeing my ad?” Understanding your target audience’s needs and predicting how they will come across your ad are both parts of a strong marketing strategy.

The Take-Away

The impulse to pick up a mobile device to research, discover, or purchase can work to your advantage. According to Google, consumers experience micro-moments 150 times a day (on average). Create engaging content that offers a reader something of value. Take advantage of those first few seconds with compact, easy-to-consume posts, ads, pictures, and videos, which are more likely to capture someone’s attention.

To increase your chances of being in front of potential customers during their micro-moment, consider Google ads and Google Display Opt-In ads. Realize that not every ad click will transition to a purchase or even a lead. Make your website and purchase options easily accessible, but don’t force them on potential customers.

For more information on mobile marketing, contact the expert team at Digital Drive. Located in Patchogue, New York, Digital Drive is a full-service search engine marketing, web and social media advertising agency with over a decade of experience. We are centrally located on Long Island and service the New York Metro area, including Suffolk, Nassau, Brooklyn, Queens, Manhattan, Bronx, and Staten Island. To learn more about our services, please call 855-776-4123 or email info@digitaldriveny.com.

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