Mobile has changed the way people live. It has changed what is expected of brands, as well. Today, the consumer journey is split into hundreds of intent-driven, real-time micro-moments. Each is a critical opportunity for a brand to shape consumers preferences and decisions.
Prior to diving into being the brand that is there in these micro-moments, it is essential to learn how mobile has impacted a consumer’s life. Consider the following:
What this means is that mobile searchers are:
This represents a huge opportunity for new brands, small brands and anyone else who is willing to put in the work to target these mobile searchers.
When it comes down to impacting a purchase decision, the ultimate goal is to be there. For the best chance of “closing” the deal, a brand must:
While there are quite a few micro-moments that can be targeted, there are a few that provide better returns than the others. Being the answer to these moments can lead to more sales and increased visibility.
Consumers evaluate a purchase decision in the moment. In fact, up to 82% of consumers turn to their smartphone to influence a purchase decision while in the store. This means if a brand pops up with the info they are looking for, but their price is higher than others, they may purchase the higher priced brand because of the information they found.
Many consumers who break or lose something they use daily are willing to go online, find a replacement and order it without a second thought. If a brand is present and has targeted their SEO to meet this person’s needs, they will gain a new sale. In fact, 62% of smartphone users are willing to take action right away to solve a new problem or task – being there is essential in these situations.
It is important for brands to be present after the sale, too. Providing support and information in video form regarding how to use a product will provide consumers with confidence and they will likely become brand advocates. Providing useful information post-purchase can also build customer loyalty.
Consider how a brand can be helpful during each step of a larger buying process. This can be the purchase of a new home, new car or any type of larger decision. Thinking about how to provide information and resources can lead to a better customer experience.
If you are considering a new St Louis web design or search engine optimization services, keep micro moments in mind as you create your web design and Internet marketing strategy.