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Micro-Moments: How to Win the “I Want It Now” Moments

What are micro-moments in marketing?

Micro-moments are intent-rich moments where consumers turn to their smartphones and Google Search in order to satisfy an instant want. These moments can be broken down into four main groups:

  • I want to know
  • The consumer is researching a product or service but is not necessarily ready to buy.

  • I want to go
  • The consumer is searching for locations near them. This often comes in the form of “near me” or city-specific searches.

  • I want to do
  • The consumer needs new information in order to perform a task.

  • I want to buy
  • The consumer is ready to make a purchase and is actively evaluating the best options.

Google’s research reveals that consumers no longer follow a clear path to purchasing. The takeover of smartphones and other smart devices has further driven this trend.

65% of consumers say that they look for the most significant information when searching on their mobile devices, regardless of what brand it comes from. In fact, nearly 90% of consumers say they don’t have a specific brand in mind when making a purchase. With these figures in mind, it’s easy to see how beneficial it can be to create content to capitalize on these micro-moments.

How can you win micro-moments?

Micro-moments might seem like a completely different approach to consumer behavior. But they still boil down to understanding your customers and their needs.

Here are the five main ways you can leverage your knowledge of your customers to win micro-moments.

  • Identify your customer’s habits – Identifying when, where, and how they’re researching and making purchases. These are their “I want to buy” moments.
  • Be there for when they need you most – After you discover their “I want to buy” tendencies, develop your comprehensive marketing micro-moment strategy.
  • Create relevant content that entices them to buy from you – Identify relevant search terms and create content that answers the questions they pose..
  • Make the purchasing process as painless as possible – Give customers multiple ways to buy with as few clicks as possible.
  • You can’t manage what you can’t measure – Create ways to measure customer interactions and decide which marketing channels work best for your business.

A digital marketing strategy that combines the critical elements of SEO, PPC, content creation, and effective tracking tools is the foundation of winning micro-moments. Most businesses still follow the old linear buying funnel, which makes sense given that micro-moments are a new concept. But by understanding how consumers interact with technology, you can design your content to better meet their needs.

This is your opportunity to appear wherever your consumers are looking.

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