Two years ago Google introduced the concept of Micro-Moments – a consumer behaviour that has now thanks to mobile become an increasingly prominent trend.
According to Google’s VP of Marketing for the Americas Lisa Gevelbe, people have started to expect an immediate answer in the moments they wanted to know, go, do, and buy. The concept of micro-moments was perhaps as truthful, observable, and relatable a consumer behavior trend as any marketer could wish for.
It is however exceptionally important for marketers to understand this behaviour when crafting their stories and content marketing initiatives. “Micro-moments have been accelerating consumer expectations for “right here, right now” experiences. People take for granted that information is at their fingertips and tailored to their specific needs” says Gevelbe. “But the thing about human beings is they never stop wanting that little bit extra. It’s becoming evident that they’ll keep raising the bar, wanting more useful information, more personalization, more immediacy. My team wanted to dig into these evolving expectations and understand how consumer behavior has changed since we first introduced micro-moments. Here’s a glimpse of the consumer taking shape behind the data.”
Local is also lekker
South African marketers are becoming increasingly agile in understanding this immediacy as a customer expectation especially when it comes to mobile engagement. South African consumers are turning to their mobile phones to make decisions more often and are also incorporating this habit into their shopping experiences. Consumers feel empowered when they feel they make the “right” decision, no matter how small.
Mobile searches including the term “Best” has increased by 80% in the last two years and consumers are turning to their phones for these answers.
Right Here and Now
Consumers are expecting a more personalised user experience tailored not only to their preferences but also location. Where typical users used to search for “Petrol stations near me” they are now increasingly expecting brands to provide this contextual information without having to provide or refine the term “near me”. These micro-moments are creating valuable data for marketers to enhance personalisation like never before.
These expectations transfer to site and app experiences, too. Compared to just a year ago, smartphone users are significantly more likely to purchase from companies whose mobile sites or apps customize information to their location. Today, people just assume their smartphone will know where they are and will deliver information accordingly.
The Rise of Cognitive Dissonance
People are becoming more reliant on their smartphones to help make last-minute purchases or spur-of-the-moment decisions. In fact, smartphone users are 50% more likely to expect to purchase something immediately while using their smartphone compared to a year ago. This leaves small- and medium businesses at a loss of their digital strategy does not accommodate these types of purchases.
Are you evaluating these micro-moments in your customer journey? If so, how are you utilizing them to drive immediacy? Let us know your thoughts.