Google micro-moments were introduced to be able to better understand how to interact with the contemporary, ever-changing world. In this regard, technologies, generations and, at the same pace, the way of communicating and, above all, informing oneself are transformed.
Consequently, web marketing must be able to keep up with these continuous transformations. The main goal to date is to have a strategic presence on the web. Theuser must be able to find your business when he or she needs it most.For this, you must first understand what are the right times to appear in front of your target audience.
Mobile generation: information at the click of a mouse
In this regard, new generations are increasingly oriented toward doing research on mobile devices rather than by computer. This happens because at any time of the day whether it is in the mail line or on the subway or anywhere else you want to have “knowledge” at your fingertips.
Thus, the advent of mobile has changed the users’ enjoyment ofinformation, and web marketing can only adapt to this important transformation.
While until recently it was possible to outline what time of day searches would occur, as of today this prediction is almost impossible. In fact, users consult the web at any time, in any place that’s why we talk about Google micro-moments.
So while it has become really easy for users to get access to all the information they need, it has also become very complex for marketers to predict users’ moves.
Being present at the right “time”
However, the introduction of moments or rather micro-moments Google has offered an irresistible opportunity for web marketing. Being present and being found at the right time by users, when they need it most, is the real goal to be achieved.
First, you have to start with the assumption that searches have intensified to such an extent that the predictability of them is very complex. So in order to succeed in web marketing, it is essential to select which moments are likely to be most profitable for your business.
In other words, you cannot be present all the time, but you can critically choose when and how to appear in the face of user searches.
In addition, defining in a more focused way what target audience you wish to reach is certainly helpful both for you and for those who are looking for you.
Related to the above, let us elaborate on Google micro-moments. The frequency with which they are generated is increasing as users are stimulated and intrigued by the world around them. This happens because they have the opportunity to satisfy their desire for information with a simple click.
What are micro-moments Google
A few years ago, just coinciding with the dominance of mobile in theinformation sphere, Google introduced the concept of the micro-moment.
Micro-moments are nothing more than fragments of the day when the need to resort to using Web search to satisfy a certain need occurs in users.
The ability to access any information immediately and easily through their smartphones has made users much more curious and interested, thus increasing the number of searches conducted.
But actually what drives users to search the Web?
The answers are potentially endless. Whereas previously searches were limited to responding to actual needs, today users search for a variety of reasons.
In summary the micro-moments Are generated by users’ need to:
- entertain
- inquire
- learn
- buy
The classification of micro-moments according to Google
To make the most of this new resource that Web marketing has at its disposal, it is a good idea to delve deeper into the subject.
In this regard, Google has categorized the moments in relation to the need that users wish to solve at certain times of the day:
- know (I want to know moments)
- go (I want to go moments)
- do (I want to do moments)
- buy (I want to buy moments)
1.The moment of “wanting to know”
In the first point, we talk about all those times, most of them, when the user relies on Web search out of simple curiosity. He wants to learn more about a topic but is not yet inclined to purchase. The search, in this case, can be triggered by any kind of stimulus, a television advertisement, a word of mouth from friends, a product seen in a store window, or absurdly by an object owned by a stranger but that stimulates our interest. In short, everything around us could stimulate us and activate in us the desire to inquire to know more about it. So the “I want to know” moments are thus created.
2.The moment of “wanting to go”
As for the moments of wanting to go, on the other hand, these are those fragments of the day when the user searches for places because the desire to want to buy or do something is arising in him and he inquires accordingly about where he might find what he needs. In particular, he might look for a store or business in his vicinity where he could go later or, why not, immediately to complete his purchase.
3.The moment of “wanting to do”
In the moment of wanting to do, the user more than buying is interested in understanding and learning how to do something independently through tutorials, instructions and tips. It is good then, whatever business you have, to be able to integrate and offer your users, content that can be useful to them even if they are not yet intent on buying.
4.The moment of “wanting to buy”
Finally, the moment of buying is perhaps the most interesting for activities since, at this specific moment of the day, our user is really convinced in concluding his purchase. For this reason, it is crucial on the part of activities to be able to be found especially at this stage. Standing out from others could offer you the opportunity to considerably increase your sales and thus your earnings.
In conclusion, being present on the web at the right time is the most effective marketing strategy. Acting with a specific criterion by analyzing your users’ needs and the times when they occur is definitely beneficial for both.
The benefit to your business will be that by using a more targeted and timely strategy, you will be able to achieve many benefits without wasting unnecessary time and resources. Your users, on the other hand, will be happy to find what they need right away without going crazy on the web with thousands of searches. In short, micro-moments have really revolutionized the world of digital marketing by facilitating users but also the marketers themselves who therefore cannot but make the most of this very profitable resource.
If you are interested in additional information or need help creating the right marketing strategy: contact us!
