Micro-moments

for yourBrand

“A micro moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately.”

-Josh bernoff

Moments-define your customer’s moments-

I-Want-to

Moments Moments Moments Moments

I-Want-to I-Want-to I-Want-to

Know Go Do Buy

I-Want-to

Moments

Know

A moment where your customers still on exploring or researching about the related things with the brand.

Keywords:

Curiosity

Example:When stuck in a traffic, Andi saw a guy wearing a bag of GO-MASSAGE riding a bike, then Andi starts wondering; “what is GO-MASSAGE?”, “What do they bring?”

Ever searched ‘french restaurant nearby?’ or something similar like that? that is called I-want-to go moment. To finish or accomplish some task within your nearest location.

Keywords:

NearbyExample:Sarah just arrived in Bandung and she needs a full body massage. She searched ‘Nearest massage’ on Google. There come ‘GO-MASSAGE, Your professional masseuse, anytime, anywhere.’

Moments

I-Want-to

Go

A moment which occurs before or after the purchase. Which can be used as a reference or an informative source of persuading your new customers.

Keywords:

HOW-TOExample:As a caring wife, Windy wants to please her husband after his working hour. Thinking on how-to-please-her-husband, Windy orders GO-MASSAGE right before her husband arrives from work.

Moments

I-Want-to

Do

A moment of truth to decide what to buy or how to buy a product.

Keywords:

clue

Example:Sandy feels so tired after having a one full week on business travel, he needs a massage yet don’t want to go out from his house. He opens his GO-JEK app and order GO-MASSAGE instead.

Moments

I-Want-to

Buy

Action-what your brand needs to do-

Be There

Be Useful

Be Quick

Be There

Brand awareness & presence

Being there means a lot. Your brand needs to be there for every micro-moments of your customers.

If your main aim is to increase the conversion rate towards your marketing funnel, ‘Be there’ stands for giving the information and insight for the right people at the right time.

Be Useful

how can your brand helps your customers?Be useful requires you to engage your customers. Make sure all of the content and information your brand communicates

is useful and helps your customers finish their tasks.

Try to answer this simple question;

“How can my brand helps him/her?”

And relate to the micro-moments.

Be Quick

Be Responsive and deliver it in no time!

Be quick means you have be responsive and ensure your customers experience is flawless.

Your customers are those who always say “I want it now!” thus, your brand has to cater their needs.

Be quick means you eliminate unnecessary steps and you need to be able to forecast your customer’s behaviour and take action before they even asks your brand to do so.

Implementation-apply the framework-

Moments

Actions

I-want-to KNOW

Moment

I-want-to DO

Moment

I-want-to BUY

Moment

I-want-to GO

Moment

Be thereBe quick

Be useful

I-want-to KNOW

Moment

I-want-to DO

Moment

I-want-to BUY

Moment

I-want-to GO

Moment

Be there

Be quick

Be useful

Connect your brands action towards your customers micro-moments.

Example:Sandy feels so tired after having a one full week on business travel, he needs a massage yet don’t want to go out from his house. He opens his GO-JEK app and order GO-MASSAGE instead.

Define which channels might used for the connections.

Channel used:GO-JEK in app- splash page

Micro-moments:I-want-to buy moments

Action:Be there, Be useful, Be quick

GO-MASSAGE is there when Sandy opens GO-JEK app and the in app splash page shows GO-MASSAGE’s promo. By telling Sandy GO-MASSAGE is an on-demand massage service, GO-MASSAGE is useful and quick.

Channel used:GO-JEK in app- splash page

Micro-moments:I-want-to buy moments

Action:Be there, Be useful, Be quick

Ask yourself-what is your customers’ micro moment?-

Author’s bioGilang Gibranthama is a futurist who believes in hard work and creativity.

Currently working in GO-JEK as a Commercial Marketing Manager of GO-MASSAGE with a strong vision to problem solved social problem in order to make this world as a better place to live.

A futurist who never stops learning and believes there is no silver bullet.