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Digital Marketing: how to use Googles’ micro moments on your website

What are Micro-moments

Google  introduced the concept of micro-moments into digital marketing, it is based around how users interact with the internet at different times. A micro–moment has been described as a ‘spur of the moment’ opportunity when someone searches for something at the top of their mind using the device nearest to them. Customers make decisions based on content that serves the right purpose at the right moment. Content, therefore, needs to address user intent and be accessible wherever you are. That means making your website available across multiple device types and multiple platforms. The result of the micro–moment determines the user’s behaviour thereafter. Let me give you an example. According to Google, “1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.”

Micro moments and devices

More Google searches now take place on mobile devices than on desktop computers worldwide. Google is currently implementing the mobile first index whereby the mobile version of your website becomes the default version of your website. In the future Google will use the mobile version of your website for ranking purposes. Mobile search and desktop search are both continuing to grow it is just that mobile search is growing much faster. It is now becoming increasingly important to have a website strategy that encompases both mobile and desktop. On the face of it a micro-moment strategy lends itself more to mobile searches than desktop. The desktop search would be more considered and not such a spur of the moment thing. In the short term it would seem advisable then, to develop a micro-moment strategy focused around for your mobile website, although the introduction of Google Home and Google Assistant could change all that.

Micro-moments are about taking action now

The accessibility of the internet via mobile devices means that users can now take action to address their needs immediately. Google classifies these immediate needs as:

I-want-to-know moments

– 66% of smartphone users turn to their phones to look up something they saw in a TV commercial.

 I-want-to-go moments

  – 82% of smartphone users use a search engine when looking up a local business.

  I-want-to-do moments

-91% of smartphone users turn to their phone for ideas while doing a task.

  I-want-to-buy moments

-82% of smartphone users consult their phones in a store when deciding what to buy.

Micro-moments occur when you are doing something else.

Micro-moments happen on the fly, they are by definition ‘spur of the moment’ occurrences. Micro-moments are not planned, they are brief real-time, intent-driven moments. According to Google, micro-moments happen billions of times per day. Micro moments fill voids or lulls in time or complement simultaneous activities for instance, when waiting in a queue, travelling, commuting, shopping etc. In the past, those micro-moments went unfulfilled, now your website can fulfil some of those needs. By understanding the needs of the micro-moment it is possible to add value when the moment occurs. If you are interested in digital marketing, how do you use Googles’ micro moments on your website?

Jeremy Kitt

View posts by Jeremy Kitt
Jeremy Kitt is the Principle Web Designer with Managed Web Services, responsible for website design, development and marketing.

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