In the digital era, events occur in micro-moments. With smartphones and mobile devices, we’re able to act and react to these events instantly and in real time. The science behind this is overwhelming (I’ll share some interesting numbers later on) and speaks to our growing need for instant gratification.
Consumer behaviour hasn’t just changed; it’s accelerated.
It starts with engagement. It’s smarter, and much more practical, to engage with the consumer behaviour than it is to try and change it. The way we engage buyers is through creating and curating interesting and meaningful content that builds knowledge, intrigue and trust.
Being different isn’t enough. You’ll need to be distinct enough within these micro-moment to attract new customers. But once engaged, it’s the relevance and benefit of your content that will determine whether these new customers continue along on the consumer journey with you and become delighted brand advocates.
Today, 70% of consumer research is conducted prior to purchase. Whether is comes from reading articles and blogs or seeking advice from peers and professionals, todays’ consumers are educating themselves. In many cases, this means that they’re no longer looking towards brands to educate them about their needs and available solutions. In a landscape proliferated by screens, channels and content – the marketplace is more fragmented and niche-driven than ever before. For ambitious brands, these micro-moments are creating a new frontiers filled with huge opportunities to deliver new products and services custom tailored to perfectly satisfy customer touchpoints that would have been unimaginable just a generation ago.
It’s more important than ever to focus on offering customers fascinating and innovating solutions in this fast paced culture. Because if you’re not there to meet consumer demands, rest assured someone else will be.
- 66% of smartphone users look up something they saw in a TV commercial
- 82% of smartphone users consult their phones while in a store deciding what to buy
- 62% of smartphone users are more likely to action on a micro-moment event right away