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RESEARCH, ANALYSIS & TRENDS

So, since our preferences and purchases are shaped in • Deliver relevant content by looking at how people
these micro-moments, the brands that do the best job are searching (the questions they ask, the search
of addressing customers’ needs in each moment will terms they use) and create content that provides
benefit the most and gain a competitive edge for obvi- helpful answers.
ous reasons: many consumers aren’t brand committed
and often uncertain of the specific brand they want to • Make it easy for them to buy, which means the pur-
buy when they begin looking for information online, so chase process should be simple and seamless.
you might get a chance to win over your competitors’
customers by providing the right information in the mo- • Plot every customer interaction and analyze how
ment. Ultimately, showing up and addressing custom- multiple and different channels work together to
ers in the right moment gets your brand in the game to support your customers.
be chosen, not just seen.
But most of all, make sure your brand shows up when-
It can make the difference and in the following are ever your next customer is looking, since micro-
some tips how to achieve that: moments have become the footsteps that lead people
to your store or desktop site. ◊
• Identify your consumers’ “I-want-to-buy” moments,
talk to them or listen to online discussions to figure By Daniela La Marca
out when, where, and how they are researching
and making purchase decisions. Be there in these
moments of need and create a comprehensive
strategy that works across channels such as
search, video, social, and display.

April 2021: Immersive Technologies in Marketing 5