Consumer expectations are continuously changing according to the environment. Do you remember Google’s “Zero Moment of Truth (ZMOT)” which they introduced in 2011?
ZMOT is the moment when the consumer starts his or her digital journey through search and next steps were defined by what he/she found on the result page.
In 2011, Google released an ebook written by Jim Lecinski,Winning in the Zero Moment of Truth, that helped those in advertising, search, social and marketing win in the early stages of discovery.
The book introduced a series of key moments when consumers undergo their digital journey before, during and after transactions. These Moments of Truths, starting with ZMOT, required new, intentional strategies and investments to help companies become discoverable, able to catch attention and educate & guide consumers to and through purchase while also delivering great experiences.
The Google Commerce blog made a similar point: Truly great search is all about turning intentions into actions, lightning fast. In the early days of Google, users would type in a query, we’d return ten blue links, and they’d move on happy. Today people want more. When searching for great local restaurants, people want places to eat right there on the results page, not another click or two away. It’s the same with hotels, flight options, directions and shopping. Organizing these types of data can be very different from indexing the Web because the information is often not publicly available. It requires deep partnerships with different industries — from financial services and travel to merchants who sell physical goods.
ZMOT was the idea when a user searches you on the search engine. Brand’s ZMOT strategy helped to earn the attention. But what happened next or which kind of moments came after ZMOT ?
Google further connected the dot by adding two more moments post ZMOT. It was a) First Moment of Truth (FMOT) and b) Second Moment of Truth (SMOT)
a) FMOT – it’s what people think when they see your product and it’s the impressions they form when they read the words describing your product.
b) SMOT – It’s what people feel, think, see, hear, touch, smell, and (sometimes) taste as they experience your product over time. It’s also how your company supports them in their efforts throughout the relationship.
These consumer behavior patterns were very relevant and useful to marketers to shape their strategy according to the different stage of the consumer journey.
But Now, mobile and social media has disrupted everything and created a need to redraw whole consumer behavioral journey and Google again published the research where they introduced an idea of “Micro-moments”.
Micro-moments are moments when consumers act on a need, e.g. to learn something, do something, discover something, watch something or buy something. They are intent-rich moments where decisions are being made and preferences shaped.
Google recommends marketers consider four key moments and explain the importance of Moments in relation to mobile devices:
“We turn to our phones with intent and expect brands to deliver immediate answers. It’s in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are made and preferences are shaped”.
a) I-want-to-know moment: When smartphone user looks up for information
b) I-want-to-go moments: When smartphone user searches customize information eg: near me, in the city, local business etc.
c) I-want-to-do moments: When smartphone user turns his/her phone up for ideas while doing a task
d) I-want-to-buy moments: When smartphone user consults his/her phone for deciding what to buy
The idea behind micro-moment marketing is that in the world today, consumers are bombarded by content, ads, offers, emails, texts, tweets, push notifications and everything else imaginable.
As a whole, the industry has reached a point of “content shock” where consumers cannot consume much more content than they already are. Consumers already spend an average of 4.7 hours each day on their smartphones, thus, the way brands and marketers think about capturing the attention of consumers needs to change.
That’s where the tactical side of micro-moment marketing comes in.
Google publish loads of data to support this idea. But the crux is Google’s concept of micro-moments represents the new frontier of digital marketing.
It is suggesting smartphones brought behavioral change in consumers. And today they like to consuming content anytime on-demand. These pocket computers made consumers information rich but attention poor. Their expectation has been skyrocketed. Consumers nowaday expect the solutions at the very moment when they find the problem.
Everything happens in real-time and everything is on demand. Each micro-moment must connect consumer intent with the desired outcome.
The future of marketing depends on identifying these new moments and learning how to make each micro-moment matter.