Micro-Moments are defined as moments during the day when a consumer instinctively reaches for their smartphone to find, go, do, or buy something. In short, it’s a rich-intent moment that a consumer turns to their device as they need something. In these moments, the possibilities that a brand can win over specific actions from customers are high.
Brands can create an intimate connection, reaching consumers ate the precise instant when they are ready to know, shop, go, or to buy. Marketers like to call this narrow window, when a consumer is motivated to make a decision, a micro-moment.
Examples of Micro-moment in marketing
Baemin, how they use micro moments to get more reviews
Baemin, a Korean food delivery app, pushes a message that tasks a review when a person who ordered food almost or already finished eating. This is the way the app collects a number of reviews.
A design for Micro-moment, Uber
Uber’s integration in Google maps is a perfect example of how you get information when it’s most needed: “I’m going to Google maps to find a place and it’s very likely I will need transport to get there”, hence Uber’s plugin into Google Maps:
Hyundai brought test-drives to your door
Hyundai discovered that consumers struggled to find time to test-drive a car, but test-drives significantly increase the likelihood of purchase. So Hyundai tried an online program that brought test-drives to consumers, either at their home, office, or local hangout spot. It was a huge success, with 90% of customers saying it was the deciding factor that got them to a dealership. (How Hyundai changed course to improve the customer journey. ThinkwithGoogle)
Leveraging micro-moments marketing, there could be yet-to-be-discovered opportunities. And more possibilities to win over users’ or customers’ actions, too! Tap into micro moments for your marketing strategies and make sure your brand be there in these moments of need.
Source: Think with Google
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