Do you ever stop what you are doing and find yourself turning to your mobile device in an instance where you need to discover something, do something, or buy something?

You, and 91% of other smartphone users look up information on their phone while in the middle of a task.

This is a crucial moment that is full of intent to make a decision and where conclusions are drawn. These instances are referred to as “micro-moments,” and they have become increasingly more important for brands to understand.

WHY YOU SHOULD CARE ABOUT MICRO-MOMENTS

When a consumer experiences a micro-moment, they are the most perceptive to a brand’s messaging. Statistics show that of online consumers, 69% agree that the quality, timing or relevance of a company’s message influences their perception of a brand.

So as a brand, how can you positively capture these micro-moments and turn them into something that is valuable to the specific goals of your company?

The answer is simple: by understanding the individual wants and needs of consumers, and by providing them with a solution.

By exposing a user to what they are searching for in a micro-moment, they will be more likely to adapt a positive outlook on your brand. 

SPECIALIZED TARGETING SHOULD BE A PART OF YOUR STRATEGY

Gathering and understanding customer data may be a daunting task for some brands. However, having a plan to understand the visitors who come to your site will be very helpful in your digital strategies, most notably Pay-Per-Click Advertising.

Traditionally, PPC is focused around keyword research, but there has been a shift towards specialized targeting. 

By producing ads that are more relevant to the individual who is exposed to them, they will be more likely to convert, or take an action that is valuable to your brand on your website.

WHAT TOOLS ARE OUT THERE TO HELP?

A new tool called “Customer Match” within Google AdWords may be helpful to brands looking to target specific customer groups. Customer Match allows you to upload a list of email addresses, and you can then create campaigns and ads specific to that audience’s needs.

Another feature within Google AdWords is “Remarketing Lists for Search Ads” (RLSA), that allows customization of a search campaign for people who have previously visited your site, and tailors your ads and bids to those visitors when they are in search.

What else can you do to be prepared for micro-moments?

  • Track micro-conversions (goals), or the valuable actions a user takes before making a purchase, to better understand the path they take on your site.
  • Create relevant landing pages to your ads, so users will be more likely to make a conversion or purchase.
  • With the increase in smartphone usage during micro-moments, landing pages must be mobile friendly, with a separate strategy than the desktop version.

A successful brand of the future will be ready to meet the demands of their consumers, and will always be one step ahead of the decisions their users make.

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Alex Prestipino

About Alex Prestipino

Alex monitors and plans strategies and campaigns surrounding SEO, SEM, social media and analytics for our clients as a Digital Marketing Strategist at Liquid. When she’s not working or studying for her Master’s degree, Alex enjoys playing golf and the piano, and spending time with friends and family.

Published Jan 13, 2016