In the world of mobile marketing, micro-moments describe actions that take place before a buyer makes a decision, encompassing a period known as the “buyer’s journey.” This decision could be anything from purchasing a good or service to choosing to attend an event. In order to take advantage of the way buyers are shopping, marketers must first understand how to influence potential customers on this journey.
Mobile Has Changed Marketing
Before diving into micro-moments, let’s take a second to understand the impact mobile has had on consumer buying habits. Mobile has enabled buyers to act on impulse, fulfilling their needs instantly. Consumer behavior has changed as an increase in accessible information allows buyers make more informed purchase decisions.
Here are some stats that show how mobile has affected consumer behavior:
- 82% of smartphone users use a search engine when looking for a local business
- 51% of smartphone users have discovered a new company or product when conducting a search
- 81% of shoppers conduct online research before buying
- 1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it
- 82% of smartphone users consult their phones while in a store deciding what to buy
After reading those stats, it’s clear that mobile has taken over. A mobile friendly website with a good user experience is no longer optional, it’s a crucial piece in the marketing puzzle.
Influence Buyers and Win More Customers
This shift in behavior creates an opportunity for marketers to be there for buyers at each stage in the journey to influence their purchasing decisions. In order to reach customers, it’s important to identify and address the needs of the buyer in that micro-moment. Envision the buyer journey and identify buyer needs. Then, figure out the most efficient way to help them solve their problem.
Four micro-moments businesses should know:
- I want to know
- I want to do
- I want to go
- I want to buy
Be there for your customers with the information they’re looking for in that moment. Paid search ads and organic search optimization are two tactics that give businesses the ability to appear on the search results page for specific search queries. Search queries are representative of the buyer’s problem. Consider the search queries of buyers during each micro-moment and tailor search ad copy and the landing page experience to the buyer’s needs.
Pro-tip: Use search term information that is collected in Google Analytics to help you learn more about how visitors currently find your website.
It’s also important to consider the factors of time and convenience in order to create a good mobile experience. A bad mobile experience can negatively influence buyers. Test your website including tools and shopping features in order to identify pain points. Be sure to also eliminate unnecessary steps in the path to conversion.
Mobile has turned the world of marketing upside down. Businesses are more successful when they focus on the buyers that are actively searching for their products and services instead of trying to reach new customers with outbound marketing tactics. With that being said, remember to be there and be useful for buyers in order to influence their decisions and win them over as customers.