"Micro-moments" - An interesting phrase
In today's modern life, technology and mobile devices are indispensable for every person. This is also fertile land for marketers to take advantage of and develop digital marketing campaigns. Furthermore, today's buyers want to know more about a product than just the basics; they want to read comments and reviews from individuals who have used the product and brand before making a decision since this helps to limit the risk of bad quality purchases and potential disappointment. And micro-moments, which are born in a sudden and unexpected situation, are the moments that compel them to make a decision in a fraction of a second. So, what exactly are micro-moments, and what variables cause them to happen?
The concept of "micro-moments"
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| Source: MartechLive 2021 |
Micro-moments occur when a person instinctively uses a gadget, such as a smartphone or a tablet, to study, do, find, or purchase anything. These systems are full of ideas and collaborative environments where ownership is formed and decisions are made. Every day, hundreds of micro-moments arise while performing a certain task, and they are supposed to be resolved quickly.
Four moments of micro-moments
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| Source: VietIso |
1. "I want to know" moments
This happens by accident in a discussion or a picture on the internet that piques the viewer's interest and makes them think "I want to know". For example, I'd like to learn about the most popular household appliances right now, as well as respected cosmetic companies... This will cause viewers to immediately seek product details on their mobile phones. Photos, videos, and information are supplied from there, and as a result, marketers are always willing to spend for advertising to put product information to the top of the search page using techniques like SEO and Google Ads,...
2. "I want to go" moments
This is the point at which the customer searches for the information he seeks and determines whether or not the product is truly required. This is a crucial step in the process of creating the following buy action sequence. This is the stage of rivalry between brands for customers to nod through the supply of material to entice them. The brand that gives the most relevant information at the right moment will attract customers. When clients plan a vacation and look online, advertisements for hotels and restaurants emerge, encouraging customers to create the moment "I want to go".
3. "I want to do" moments
The majority of customers choose to purchase things based on the experiences they deliver. "I want to do" moments like when you want to mend something but don't know how and have to look it up on the internet. If a company can fulfill those needs, those moments when a customer's wishes happen in the blink of an eye are extremely valuable. Customers are constantly eager to try new things, so brands can turn them into long-term value. As a result, clients will have the necessary knowledge to develop a habit of using items.
4. " I want to buy" moments
"I want to buy" moments occur when customers conduct extensive research on a product, including pricing comparisons, product quality reviews, and information from sellers, before making a purchase decision. If the brand meets the customer's demands and desires, there's a good chance they'll buy.
The constant connection between the brand and the client is essential for meeting the needs of customers when they are looking for information about the products they wish to buy at other times. Most customers use mobile devices to conduct product searches and fulfill their "I want to buy" needs.
Hi, this is so fascinating, I love your blog, thank you for your deep information. I know we already learnt about this, but thanks to you, I have gained more knowledge and have many different views about this subject. I also like how you designed your blogs. However, I would like to give you some recommendation, which you should include more pictures and have more specific example about this topic.
ReplyDeleteHi Hang, thank you for your work. I understand that this week's topic is pretty tough and we have a lot of deadlines for our assignment but you have managed to deliver some useful information. For example SEO will be the new trend in the future as more people are using Google to search for the result of a problem. However, the "I want to know" moment, I think you can add an example like, a screenshot of a boy texting with his GF on Facebook, and the girl got mad because her BF is not subtle, meaning the boy did not care about the girl's emotion and the caption for the post is "Oh no, you are lacking (the link to shopee)". I think this way will stimulate more readers to know more about the product recommended in the link. But it's only my opinion. Although I read many of your blogs before, and this one is not as good as those, but your idea is still very appreciated. Thanks again.
ReplyDeleteHi Hang, thank you for your work. I understand that this week's topic is pretty tough and we have a lot of deadlines for our assignment but you have managed to deliver some useful information. For example SEO will be the new trend in the future as more people are using Google to search for the result of a problem. However, the "I want to know" moment, I think you can add an example like, a screenshot of a boy texting with his GF on Facebook, and the girl got mad because her BF is not subtle, meaning the boy did not care about the girl's emotion and the caption for the post is "Oh no, you are lacking (the link to shopee)". I think this way will stimulate more readers to know more about the product recommended in the link. But it's only my opinion. Although I read many of your blogs before, and this one is not as good as those, but your idea is still very appreciated. Thanks again.
ReplyDeleteHi Ha Nguyen,
ReplyDelete"Micro-moment" is such an exciting term that makes me curious and eager to read your post. Overall, I like how you convey the content when analyzing each aspect of the phrase "Micro-moment," covering each moment separately; The layout stays attractive, making it easy for the reader to follow. However, I realize that this article needs more investment in terms of images/videos and some content. First, I think it's more interesting to add more evidence to show how mobile devices play such a vital role in people's lives today and what capabilities have motivated marketers to take advantage of their use in your marketing campaigns. With a person in generation Z like me and you, you can practically "stick" to the phone anytime, anywhere. You can also see some of the metrics I gathered in my blog post here: https://digialmarketing-today.blogspot.com/2021/08/mobile-marketing-trends-are-predicted.html
Moreover, at every moment you provide an analysis, an example of a business that has been successful in applying that method to reach customers will be a more convincing choice for the article. As a hint, Unilever is a brand that has gained traction using "I want to do moment" (I-want-to-do-hair) based on predictions of hair trends, and consumer behavior—used before the product hit the market by creating an "All Things Hair" campaign on Youtube by beauty bloggers. The results are surprising when Unilever's channel ranked #1 among hair brand channels on YouTube for ten weeks.
I hope my comments will be helpful to you for future articles. Stay safe!