The term Micro-Moment has been around for a few years now. But what is it all about? Micro-moments are identifiers on the time scale during the stages of a transaction. These are critical points on a customers journey and have an impact on the outcome. Essential questions regarding something of interest during a customers journey tend to involve questions like him asking ‘How do I get more information regarding this?’, or ‘Place where I can actually hold this product’. Micro-moments are these phases of a transaction. This follows the traditional route of a customer journey along the I want to know, I want to go, I want to do and I want to buy something, or somewhere, stages. So how does today’s marketer take advantage of this? Identify, Organize and Analyze the available opportunities can be the first step.
Identify – Marketers must identify opportunities for micro-moments alongside understanding the user path and apply that to particular business verticals. Take an example of the hospitality industry where micro-moments can be categorized into Visualizing, Exploring, Scheduling and Booking phases. These are important steps in the customer journey, and keywords are to be logically categorized in them. Search giant Google uses commonly recurring questions that use ‘Want to know about..’, ‘Want to go..’, ‘Want to do …’, or ‘I want to buy’. Google also maps micro-moments to various customer journeys and provides best practices for different types of content. Customer intent should be appropriately segmented for keyword planning and developed for opportunity categories.
Organize – As you understand your keyword categories, make a note of modifiers that may be used by customers on their journey towards finding the right product or service. The current philosophy, which is using all available modifiers, lets you cast a wide net and understand the opportunity size with micro-moments. Pre-define all keyword modifiers to map the lists by numbers. But when defining micro-moments for a smaller set of keywords, use a service that would help you identify prepositions and questions that have been used regularly. The efficacy of micro-moment data does not stop with keywords. To understand the size and make a strategy, look at data on customer intent and demands and group them into one of the 4 stages of the customer’s journey. Watch the video below on how an F&B major conducted some great campaigns using micro-moments.
Analyze – At this stage, you should examine your search results, along with content, that is made available for every keyword. This will help in assessing the value of micro-moments. Google tends to contextualize search terms, display related search, and relevant results. This should provide more clarity on the intent behind a query. One example is how ‘Best’ may imply that a user is looking for an article online while ‘Discount’ suggests he is looking for a product type. This gives more information on the potential performance of future content at different stages in the customer journey. As a savvy marketer, one must view the customer journey with a new lens and gain more knowledge about keyword categories and their usage.