Page 14 - AeM_May_2021

BEST PRACTICES & STRATEGIES

Micro-moments’ impact on decision making

and marketing

In 2016, the smartphone replaced the laptop as same for all micro-moments, which is “be there, be use-
the most common Internet device, and we know ful”. And that’s in fact the main challenge of intent-
how the trend has developed since then, right? based marketing; namely to always provide the user
Well, then you know why online advertisers must with relevant content for his/her search. Whoever suc-
embrace more than ever the challenge of ceeds can make for a lot of positive user experiences
aligning their strategy with the smartphone in with the brand and thus, build a relationship with the
mind. Since mobile overtook desktop as the user that pays off in monetary terms earlier or later.
main technology for search, brands simply had
to find a new way to connect with consumers Ultimately, the micro-moments strategy solves a prob-
who don’t just have a shorter attention span, but lem that is widespread in online marketing, which is the
also a narrower engagement span. loss of the user in the consideration phase, which
means the phase in which the purchase decision is
As a search engine provider, Google tuned its ear to made.
the so-called micro-moments very early on, since a mi-
cro-moment is basically nothing more than an everyday Branding measures via video advertising, banners or
situation that can lead to an interaction with a brand, social campaigns ensure a large reach within the target
especially via smartphone search queries as for in- group and increase brand awareness. However, they
stance: “Where is the nearest supermarket? What to do do not prevent the user from switching to another brand
about dandruff? How to bake a cheesecake?” when it comes to the decision-making phase right be-
fore closing the deal. It’s the risky moment where com-
The micro-moments approach from Google is above all petitors are lurking and trying to be more present in the
an appeal to advertisers to deal intensively with the described micro-moment. Considering that a Google
new conditions in the market. Nowadays, a user almost study once revealed that 90% of searchers intending to
always pulls out his smartphone to actively search, buy are not sure which brand they will buy from at the
whereby the search can be both informal (I-want-to- beginning of their search, should give cause for serious
know-moment) and transactional (I-want-to-buy- concern.
moment) in nature. However, the credo remains the

14 April 2021: Immersive Technologies in Marketing