Branding & Loyalty: What Are Micro-Moments?

consumers-in-micro-moments

 
Get ready for micro-moments.

Buyer behaviorists have for a long time relied on the traditional consumer journey funnel to describe how a potential customer starts with a set of brands and through a set of methodical steps, reduces the number of brands down to a small number to make a purchase. The following funnel visually indicates the typical consumer journey:

Consumer Decision Journey

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Marketers generated the funnel analogy after analyzing the behavior of countless numbers of consumers across the world based on purchases made in brick-and-mortar stores and on traditional e-commerce sites.

The consumer moves through each step in sequence until they arrive at their final purchase decision and ultimately if they are satisfied with the product, brand loyalty.

The ubiquitousness of smartphones has completely changed how we interact with and what we expect from brands. It has turned the traditional consumer journey on its head and created a huge number of real-time, intent-driven micro-moments.

According to Google: “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”

We are surrounded by micro-moments each day. These moments can generally be broken down into a number of categories, including:

Four Common Types of Micro-Moments

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The brands that can leverage these micro-moments most effectively gain a tremendous opportunity to shape our decisions and preferences and the ones that succeed at this will win.

A good example is seen in how Goodyear has embraced micro-moments. By analyzing what thought process consumers go through when considering buying new tires, they were able to provide the appropriate answers right when consumers needed them. When potential buyers searched, Goodyear provided answer to questions such as “How do I know if I need new tires?”, “Where do I buy them?”, and “How do I check my air pressure?”. By fulfilling the needs of the consumer in an I-want-to-know micro-moment, Goodyear built trust and creditability and saw a significant increase in tire sales and loyalty.

Have you given any thought to you your business might benefit from micro-moments?

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