10 September 2018
Big decisions have a backstory. Few people wake up one morning and decide to buy a new car for the heck of it, or to fly to Bermuda on a whim. Rather, actions that seem spontaneous usually aren’t. That’s because more and more consumers use their smartphone to fill the gaps in their day. Indeed, the average person is on their phone constantly –– at work, in line at the grocery store, or while watching TV. Within those hours spent online small moments exist when changes occur in consumer behavior, like when a person decides to take action and view a product or research a deal. These “micro-moments” have become crucial to marketing success. After all, if a business can’t properly analyze every aspect of a customer’s journey from the very beginning of their interest, they’ll struggle to figure out why a person decided to make a purchase.
In one sense, micro-moments happen all the time. So long as people have access to their smartphone, they’ll continue experiencing micro-moments. For our purposes though, micro-moments occur throughout the buyer’s journey. In fact, you can consider the Zero Moment of Truth (ZMOT) as the “original micro-moment.” Rather than the First Moment of Truth –– when a customer first encounters a product –– ZMOT refers to the first time customers has an inkling they might want a product and choose to do some digging online. It happens before a consumer interacts with a business, but it’s now how we establish the beginning of the buyer’s journey. ZMOTs trigger consumers to search for keywords and concepts on Google and other search engines, even if they’re not sure exactly what they want yet. However, this is just the start when it comes to micro-moments.
Other times, micro-moments happen after a consumer sees something that inspires them to research a product further. It might be a TV commercial, or a social-media post, or a digital advertisement, but whatever the catalyst, solid cross-channel marketing content has the potential to generate micro-moments and energize customers to take action. And it’s during this stage that a company will either win or lose a customer’s business (typically).
At Advocado, we recognize the power micro-moments hold in terms of providing marketing data and solutions. Businesses that understand which content leads to searches, clicks, and sales can then improve and adjust their marketing efforts accordingly. That’s why we’ve developed MicroMoment+ –– a platform capable of attributing sales back to marketing content, while also improving related digital ads at the same time. Wondering how MicroMoment+ works? Then think about the last time you saw a TV commercial that resonated with you. Odds are you probably picked up your phone to search that product, service, or company to find out more, and you might’ve even clicked on an ad or website. MicroMoment+ Analytics enables a business to attribute those clicks made on your ads and website back to the TV commercials that generated them. In addition, MicroMoment+ AdBot actively boosts keyword-related digital ads in conjunction with your broadcast efforts. In this way, you can determine which pieces of content are striking a chord with your viewers (and sending them to your site), while also strategically increasing your exposure to ensure your customers experience more meaningful micro-moments.
In truth, we’ve only just scratched the surface of analyzing consumer behavior and improving marketing efforts to fit new trends. So if you’d like to learn more about micro-moments, or our cutting-edge platform, then contact us today or click on the link below for more information.