Micro-Moments, always walking with users

 

• What is Micro-Moments?

Micro-Moments (Micro-Moments), also known as "key decision points", a new consumer behavior proposed by Google in 2015 and newly defined, emphasizes the need to consider consumers’ interests and concerns, clearly and concisely Deliver your marketing message, and it must be delivered within a few seconds (otherwise consumers will lose their attention and prepare to read the next article).

The emergence of consumer behavior in micro-moments is mainly due to the popularity of mobile devices, and users rely more on mobile devices to obtain real-time information.

When all difficult and miscellaneous diseases can be searched by mobile phones anytime and anywhere, users pay more attention to getting answers and solutions quickly.

Only by mastering the micro-moments can we meet the needs of users at different stages in just a few seconds.

 

Whether users are simply curious search for the former action to prepare for the upcoming make a choice or has decided to buy , website content are able to have appropriate response at different stages, will help SEO success rate of flow conversion opportunities.

 

 

• How can we optimize the micro-moments at different stages?

1. The moment of "I want to know": The user hasnot yet bought the product and is looking for useful information.

At this moment, consumers will explore and research the information they want , such as  how to lose weight? What kind of dog is suitable for families with children?

The content information at this stage will affect 62% of consumers' final purchase decisions.

Optimize micro-moments: Ensure that the content of the data is clear and practical. Users will want to see concise and clear information. At the same time, pay attention to the brand's exposure to make users have an impression.

 

2. The moment of "I want to go" (I want to go) : The user will look for nearby stores which have the products they need, or whether a particular brand has a nearby branch.

At this moment, 86% of users will first search for relevant information before making a purchase decision, such as  how to get to a certain coffee shop? Where is the nearest tire shop from here?

This stage may be the last step before consumption. If brand-related information is not properly transmitted to consumers, such demand will be lost.

Optimize the micro-moments: strengthen the local information (address, business hours, map) of your own store, and at the same time ensure that the website is exposed in the highly popular review network to help customers find your store information faster.

 

3. "I want to do" moment : Users need answers to some operational problems, usually with a little urgency, and they need quick and clear instructions to complete things.

At this critical point, companies must go to help consumers, they want to do to complete, such as how to cook a delicious turkey? How to set up my DVD player?

These relevant information can make consumers more deeply impressed by the brand, and at the same time, it affects 59% of consumers' final purchase decisions.

Optimize micro-moments: Google recommends using videos to meet user needs. According to research, 48% of mobile device users tend to shop in companies that provide video teaching.

 

4. The moment of "I want to buy": The user has already wanted to buy the product, and they may be studying the purchase process, such as how to buy the product quickly.

At this moment, the two most important tasks,

1. Information to help consumers make decisions

-> Hit its pain points; let consumers feel the benefits of choosing your products

2. Tell consumers how to buy or obtain your services

-> Purchase method; payment method; location

Optimize micro-moments:

• Provide convenient ways to purchase (such as purchasing products on multiple platforms)
• Clear FAQ and shipping information
• Online customer service, so that buyers can get answers faster and accelerate purchases
• Ensure that the website is not hindered by internet speed and complicated ordering process during the shopping process

 

 

• For the 2019 Internet Marketing Trend-Micro Moments, you can:

1. On platforms that target people will use to search for information, such as Google, Google Maps, Amazon, Youtube, or other places where they can find information (such as forums, blogs, etc.), consider the user’s search intent to provide consumption The information needed by the readers at each stage is used to make overall layout planning.

For this part, you can refer to Think with Google to see how different brands use micro-moments for marketing.

2. Google has provided us with an insight into the micro-moments in its data research on the moment of action, brand experience and brand value:

"Brands must anticipate consumer needs and provide practical products or solutions at the right time. With a deep understanding of what consumers are searching for, brands can gain insights into consumers’ intentions based on different signals. First, grasp at which stage of the customer’s consumption journey, Then provide information relevant to the customer. "

"for example:

1. Consumers who search for "affordable hiking shoes" may be in the early stage of the consumption journey looking for discounts;

2. Consumers searching for "best shoes for self-service travel" may compare the quality of multiple brands and may be interested in purchasing other supplies needed for self-service travel.

3. When a consumer searches for a "neighboring mountaineering store", it means that the consumer may be at the bottom of the sales funnel and has already decided what to buy.

By making good use of these signals, brands can provide individual users with relevant experiences when they need them. "

For micro-moments, one of the operating directions provided by Google is to use keywords to reverse inference , the user's search intent and the consumption process.

 

3. Google provides 4 key questions to help you understand what micro-moments information you can provide:

1. What common questions are your target customers (potential customers) asking? What do they want to learn from your company or product? How do you provide effective information to meet customer needs?

2. If you are a local business, what local information might customers want to find? (Such as address, business hours, transportation, etc.) Do you clearly and clearly provide this information to your customers?

3. How do customers use your product? What kind of information will you provide to help them? (Such as guided tours, operating instructions, demonstration videos, etc.)

4. How to make customers more like shopping with you? Do you provide a convenient way to purchase? Do you provide more information to help customers' in-store consumption motivation?

 

4. Research directly on the consumption history of the target customer group

Start with the understanding of the target customer group, plan the possible consumption journey, then modify the course through interviews or actual observations, and finally plan the content and consumption movement lines we provide according to the information and movement lines that consumers need in the consumption journey Wait.

 

 

• to sum up

Looking at this, I believe that everyone has a better understanding of micro-moments, and also knows its importance and how we can master micro-moments.

Finally, I would like to remind everyone that, in fact, you don’t have to think about Micro Moments too hard. The core concept of Micro Moments is to provide users with high-quality content, while taking into account the movement and experience of the website.

In other words, as long as we continue to start from the perspective of users and bring them better experience and interaction, we will get closer and closer to mastering micro-moments.