Traditional ads don’t affect consumers the same way they used to. Our culture today has become overtaken by advertisers everywhere, which has trained consumers to tune out all the ‘noise’. With a fast-paced lifestyle, consumers have less time to sit down at a computer and research something. It’s become common for consumers to react to micro-moments by utilizing their smartphones to act on immediate needs.
Understanding micro-moments
According to Think With Google, micro-moments are an intent rich moment when a person turns to their mobile device to quickly act on a need. The average consumer experiences around 150 micro-moments any given day. Micro-moments can simply occur while someone is waiting in line to get their coffee and they want to look up plane tickets for their trip to Hawaii, or someone who realizes they forgot to buy a gift for their mother-in-law and needs to order a present from Amazon (thank you, free 2-day shipping). These moments occur quickly and end even faster when consumers don’t immediately find what they are looking for.
These micro-moments are short, impactful opportunities for brands to reach their target market. With only a few, brief seconds the challenge for marketers is to communicate a clear message to the consumer that is both relevant and interesting. Something that will grab their attention with just a glance as they are trying to complete their micro-moment.
There are four key micro-moments that matter most.
How to adapt your marketing strategies
The biggest key takeaway is anticipating your consumer’s micro-moments by being prepared to deliver the most compelling, short message as they move through their day. Give your users a positive digital experience that is relevant to their needs and clearly provides the answers they are looking for. Your website and social media platforms should flow together seamlessly allowing the consumer to move across multiple channels with ease. Remember something as simple as a slow loading page or a broken link can cause them to quickly abandon your page and who knows when, or if they will ever return. That’s where experts in consumer behavior and marketing communication can be most helpful to brands. If you’re looking to take hold of your consumer’s micro-moments, know that The PM Group is here to help you create the greatest opportunities and strategies to do so.
About The PM Group: The PM Group was founded in 1988. Over the past 30 years, the agency has continued to grow and is currently listed as San Antonio’s Largest Advertising Agency by the San Antonio Business Journal. The PM Group’s client roster spans numerous industries including automotive, CPG, entertainment and sports marketing, legal, business services, non-profit, real estate and fitness. In addition, the agency hosts an annual Charity Gala every February that to date has raised over $3 million for local San Antonio area non-profit organizations in the last 15 years! It is our way of giving back to the community that we so humbly serve.
