Page 8 - AeM_October_2019
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RESEARCH, ANALYSIS & TRENDS
It’s the time of micro-moments since
relevance is above all else
Our little personal all-rounder and companion in all 3. Want-to-do moments: here, the user is looking for
situations - the smartphone - answers us any question at explicit explanations - he wants to learn something,
any time, and the information obtained then helps us continue his education, be it theoretical
making decisions. In these situations, called "micro- (explanation video) or practical (washing
moments", companies can easily get in touch with instructions) - flexibly and without being tied to a
customers by being helpful to them. place to act.
The term ‘micro moment’ is mainly influenced by Google, 4. Want-to-buy moments: as the term suggests, it is
meaning specific touchpoints in the customer journey about the purchase decision and in doing so the
where the user picks up his smartphone to perform a mobile device is used as well.
specific action: this can be the search for a service, a
route description or any solution to a problem. Google According to Google, 82% of the millennials consult
differentiates between four different micro-moments, their smartphone when they are shopping in a store,
virtually four different reasons why users of mobile which makes it clear that the customer journey has
devices turn to the Internet for advice: changed dramatically. Especially for local providers,
these touchpoints can mean opportunities, because
1. Want-to-know moments: at first, the mobile user one in three smartphone users already bought from
wants to get information on a certain topic or even another brand / company than he intended. The simple
help in a particular situation. This is the first starting reason for this is that the right information was provided
point where companies can be in demand and the moment it was needed. So, a good time to prove
helpful, because the user does not know exactly useful and follow Google's advice ‘being there, being
what he wants or what he will find. useful and quick’.
2. Want-to-go moments: in these moments, the user To be there means first of all identifying relevant
searches for places that are mostly in the immediate moments for your own company and the industry to be
vicinity of him. Usually, he already knows what he is prepared: when the customer reaches this point in the
looking for and where he wants to go, but this does customer journey. This can be done, for example, in
not limit the possibilities for companies to be helpful the form of dialog marketing (via app or email) and
for the user and to attract his attention. being attentive and observing exactly what the
customer needs is of course advisable.
8 October 2019 - Micro-moments & Customer Journey
