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