Micro-moments: the key to effective communication

In our lives, we are bombarded with countless amounts of information every day. It is no different on the Internet, where every now and then we come across an advertisement for a product or service. In order to stand out in this mass of messages and attract the user’s attention, we create complex marketing strategies.

However, it is not always the meticulously prepared strategy and grand plans that yield the best results. Often, it is the subtle ‘micro-moments’ that are crucial in building a connection with our customer.

What are micro-moments?

Micro-moments are impulsive moments during which we, as users, seek answers to questions that suddenly arise in our minds.

A user who wants an answer to a question that is on his mind is looking for advice, a place, a product or a service, and reaches for his phone most often for this purpose. These devices now have increasingly better processors and thus help to answer our questions and needs much more quickly.

What are the types of micromoments?

A given need is precisely the micro-moment in which we should appear with our message. We divide these short moments in which the user wants to make a decision into:

I-want-to-know – we are looking for answers to our questions, this is not yet the purchasing decision stage.

I-want-to-go – we already have a definite need, but we are looking for a place, shop, etc. that will meet our needs.

I want to do – we are looking for inspiration or advice on how to make something. It can also be looking for service providers to help us do it.

I-want-to-buy – probably our most anticipated micro-moment, which defines what we need and what we want to buy.

Therefore, the answer to micro-moments should be small, subtle elements in the communication that allow to draw the recipient’s attention to the brand. They are part of the advertising message and can take the form of visual, audio or textual communication. Micro-moments are important for building brand, product or service recognition.

Why are micromoments important?

• Google reports that each of us can experience up to 150 micromoments in 1 day.
• A large proportion of consumers spend almost 5 hours a day with their smartphone.
• 66% of smartphone users check information about a product they are watching on a TV ad.
• 82% of users use their smartphone directly in-store to compare price, get product reviews, etc.
• 91% of smartphone users use their phone as a resource.

How to use micro-moments in advertising communication?

If you want to use micro-moments effectively in online advertising, it is worth going through a multi-step process with Media Maker:

1. Getting to know the target audience well – we need to identify the key micro-moments that occur during the I want to do and I want to buy stages – defining phrases.
2. Monitoring – content, social media, phrases and keywords and trends.
3. Content creation – we provide content that answers the questions in the micro-moments.
4. Tailoring for mobile – a micromoment is an impulsive moment when a user reaches for their phone, so let’s create functional mobile versions.

5) Personalise content.

6. analysing micromoment data and tracking user behaviour.

Micro-moments – the key to retaining attention in a world full of advertising

We can call micro-moments a practice of mindfulness. When we are bombarded with omnipresent adverts and information, our brains no longer respond to them with high frequency and in quick succession. If we are able to focus the user’s attention in that one important moment when he or she is making a decision, we will avoid the risk of losing the customer to the competition. What matters is how quickly we get to the answer, which is why it is so important to manage the content and where we show it properly.