the basics of...the basics of micro-momentsmicro-moment noun an intent-rich moment when a person...

THE BASICS OF MICRO-MOMENTS

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micro-momentNOUNAn intent-rich moment when a person turns to a device to act on a need - to know, go, do or buy.


There are 4 game-changing moments that really matter:

I-Want-to-Know

I-Want-to-Go

I-Want-to-Do

I-Want-to-Buy


1I-Want-to-Know

moments:When someone is exploring or

researching, but is not necessarily in purchase mode.

EXAMPLEElsa is getting married and moving. She and

her fiancé need furniture. They start researching on their phones for ideas.


2I-Want-to-Go

moments:When someone is looking for a local business or is considering buying a

product at a nearby store.

EXAMPLEElsa goes to Hometown Furniture to browse

for products she is interested in.


3I-Want-to-Do

moments:When someone wants help completing a task or trying

something new.

Elsa purchased her furniture. She wants to know how to arrange it in her home. She uses her smartphone to look up ideas.

EXAMPLE


4I-Want-to-Buy

moments:When someone is ready to make a

purchase and may need help deciding what to buy or how to buy it.

EXAMPLEElsa wants to purchase an accent chairs, but she can’t decide between two of them. She uses her

smartphone to look up customer reviews. She chooses the one with the best rating.


In these moments, consumers want what they want, when they want it, and they’re drawn to brands that deliver on their needs.

HOW IS YOUR BRAND DELIVERING A CONVENIENT SHOPPING EXPERIENCE?


HERE ARE 3 TIPS ON HOW YOU CAN DELIVER A CONVENIENT SHOPPING EXPERIENCE...


BE THEREAnticipate these moments for your target audience. Commit to being there when these moments happen.

EXAMPLE• Is your website mobile-friendly?

• Does your website appear in the first page of a Google business page?


BE USEFULProvide a digital experience that’s relevant to consumers’ needs in the moment, and quickly connect them to the answers they’re looking for.

EXAMPLE• Do you have interior design suggestions?

• Are you answering social media questions?

• Is your website loading fast enough?

• Are you updating your website banners?

• Are you merchandising your website?

• Are you blogging?


BE ACCOUNTABLECreate a seamless experience across all screens and channels. Measure the impact across them.

Source: thinkwithgoogle.com

EXAMPLE• How are you applying the Google analytics to improve your business?

the basics of...the basics of micro-momentsmicro-moment noun an intent-rich moment when a person...

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