ETIP #241

The Micro-moment of Truth is here

The Micro-moment of Truth is here

Let’s face it — we’re living in a mobile-first world. According to industry analysts, the majority of online behavior now takes place on mobile devices. In fact, there’s a 60% chance you’re reading this article on your phone right now!

Mobile devices have created a seismic shift in how consumers interact with brands — the need for instant gratification. We increasingly turn to our devices when we need information — whether we’re standing in the shopping aisle, hearing about a new product for the first time or trying to find the nearest coffee shop. Actually, 82% of smartphone rely on their phones to influence a purchase decision while in-store.

These brand “moments of truth”, or micro-moments, are jam-packed with consumer intent — prime opportunities to shape consumer perception and drive sales. Businesses that can respond with the information their consumers want, at the place and time they want it, are realizing significant competitive gains.

Answer these four micro-moment categories that Google mapped out, and you’re ahead of the competition:

  • I-want-to-know: Looking up a product that was advertised/recommended
  • I-want-to-go: Searching for a local business or nearby events
  • I-want-to-do: Searching for product help or looking for ‘how to’ ideas.
  • I-want-to-buy: Looking up product information in-store; comparing features and prices.

Don’t wait another micro-moment to put mobile at the center of your brand’s marketing strategy!