We live in a world where time is broken down into infinitesimal bites (or…bytes). We multitask like never before, and our attention spans are now shorter than that of goldfish.
And why do we need our attention to be any longer? We’re in an era of near-instant gratification: we barely have to wait for our Amazon order to arrive (it can come as fast as a few hours), and our phones are lightning-fast, delivering the information we want instantaneously.
From the marketing perspective, this is a head-scratching challenge. How can we capture consumers’ attention when it’s so fleeting? And how can we cater to the “I want it now” syndrome?
It’s All About the Moment
Over the past few years, a few phrases have been coined with regards to the interactions people have with their phones. The first is “mobile moment.”
This refers to the short instance of time that a mobile user spends to conduct some small task. That could be checking a bank balance, reading an email, or posting a photo to Instagram.
Google has assessed that consumers have such moments on average 150 times a day. For marketers, this provides significant opportunity to provide value and connect with those consumers. More on that in a moment.
The other buzzword here is “micro-moment.”
Just as it sounds, the micro-moment happens when an individual initiates that action that leads to the mobile moment. A consumer decides to check the weather, search for a new sweater, or wonders what’s on her calendar.
This tiny sliver of time provides even more opportunity for marketers, if they know how to be in the right place at the right time.
Understanding What Consumers Want
Google has identified four types of people looking for mobile moments:
Each has a specific goal in mind, but all want to accomplish that goal quickly on a mobile device. Understanding which of these categorize your customers, you can ensure that you are ready and waiting when those micro-moments begin.
For example, if you run a restaurant, you need to ensure that you’re using geocentric keywords like your zip code, city, and even neighborhood in your SEO so that you can benefit from “Near Me” searches.
If you want to appeal to the I-Want-to-Know crowd, you should populate your mobile site with digestible, educational content. Why? 69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them answer questions or find information.
To help people “do,” you can focus on informative video content. Over half of all video content is viewed on mobile, so you stand to garner a significant number of views this way.
And then we have buying. The purchase process for mobile websites and apps needs to be even more streamlined than it is on a desktop. With a limited screen size and growing impatience, mobile users don’t want to have to tap too many buttons or fill out a lot of fields to complete a purchase.
Beyond these four types of moment-seekers, you can also leverage being in the right place at the right time. Pay attention to industry trends and breaking news so that you can provide value to your audience at the right time.
Hotel brand Red Roof learned how to benefit from the fact that 90,000 US passengers are stranded each day, thanks to flight cancellations. Riding on this statistic, the brand began targeting its ad campaigns in cities with flight delays. As a result, the brand saw a 60% increase in bookings.
Both mobile and micro-moments are something that marketers need to be on top of. They’re just a flash of time, but provide serious opportunity for developing long-term relationships with consumers.