Winning the Micro Moments That Matter

Winning the Micro Moments That Matter

The Micro Moment.

Heard of it? Are you doing what it takes in to win the Micro Moments That Matter?

You need to for your online business to succeed.

What is a Micro Moment?

Today, I will discuss with you about that, and Winning The Micro Moments That Matter!

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Traditional Consumer Buying Journey

I am sure many of you are familiar with the traditional Consumer Buying Journey. Below is a graphic of that journey.

Consumer Buying Journey - Traditional
Consumer Buying Journey – Traditional

First Step – Problem Recognition

The first step of the journey is Problem Recognition. This is when the consumer recognizes that he or she needs something, maybe ran out of something, or even has an interest in something.

Sometimes, this problem recognition can be triggered by advertising too.

Second Step – Information Search

Once the problem is recognized, the second step is Information Search. This is because the consumer sees and recognizes the problem. Then they start to think internally for information to fulfil that need or for the problem to be solved.

Internal Search

They start to remember brands that they have purchased in the past. That helped them fulfill that need or solved their problem. They start to think about which product they have used before that can help them with the solution.

Information Search Using Brand Recall
Information Search Using Brand Recall

It can be a list of products that has helped them before. But soon, the list of options start to quickly reduce, and the choices are soon down to only one. This is all based on past experience. If the brand has met their needs before, and the experience was good, it is very likely they will buy the same brand again.

This is why it is very important to build brand awareness and brand equity for your business. This is one of the major objectives of building brand equity. It is so that during such moments, your company’s brand can be recalled during an internal search of the consumer.

The higher the level of brand equity, the more likely your brand will be remembered. It will be recalled, and that you will have higher chances of getting a purchase from this consumer. Preferably this action by the consumer can be done with as minimal as effort as possible, and without consideration of other brands.

External Search

But, at this point there also some times when the consumer has no preferred choice of brand during this internal search. And when that happens, the consumer will conduct what is called an external search.

The consumer wants to find an alternative. This external search for information normally happens you know under three conditions.

One, it could be the consumer was not happy with the last purchase experience. And wants to try another brand or product.

The second reason could be that this purchase decision has high involvement decision. Here is when the consumer wants more information. They want more information so that they can make a better decision.

External information also comes from many sources. It can come from friends, other consumers, articles, searches of the internet, books, magazines, and advertisements in-store displays. And even sales people. So, all these can influence the person to think of an alternative.

The third reason is that sometimes they want to have a socially visible product. It is one that they feel that other people in their in their network will approve of or be impressed with.

Third Step – Evaluation of Alternatives

Once they have gone past this Information Search step, the next one is to evaluate all the alternatives that they face. In this third stage of the consumer decision making process, the consumer evaluates all the choices they can purchase.

At times, this may take only a few seconds to a few minutes. Especially for purchases that are low cost and low involvement.

And sometimes it can stretch to several months. This is especially for those with higher costs and higher involvement decisions. So once they have evaluated all the alternatives, the consumer will move to the next step which is the purchase decision.

Fourth Step – Purchase Decision

One thing to note is that sometimes consumers may have in mind a particular brand or product. It is a certain brand that they want to purchase. But, when they eventually go to an online store or even a physical store, they can get influenced by deals and offers that can alter the purchase decision.

At the fourth step, of course, is a very simple simple step. That is the purchase decision. In this step, the consumer either decides to buy or not to buy.

Fifth and Last Step – Postpurchase Evaluation

Then after the purchase, comes the fifth and the last step, which is the Post Purchase Evaluation. This is when the consumer starts to think, and starts to reflect about the recent purchase. For example, did i make a good purchase decision?

They will determine whether they are satisfied with the purchase. And how satisfied are they with it. Also, they will consider if the purchase did fulfill their needs or solve their problems.

And this will impact their next purchase decision for the product. So, the value of the product is very important.

Consumer Buying Journey Has Changed

So, having discussed the consumer buying journey, Iwould like to inform you that actually the consumer buying journey has changed. McKinsey has proposed that it has changed from a linear to a circular and cyclical journey. And then there are all these moments of truth.

What is a Moment of Truth?

It is a moment of truth is when a consumer interacts with a brand or product or service. And the consumer forms or changes an impression about their particular brand product or service.

There are actually quite a few moments of truth.

1st moment of truth

The first moment of truth is when the consumer encounters the brand product or service, either offline or online. It occurs within the first three to seven seconds. And that is when marketers have the opportunity to convert the consumer into a customer.

2nd moment of truth

The second moment of truth is when the consumer buys the product. Then the consumer can experiences the product, and look into the quality of it. The consumer then considers if the brand promise has been fulfilled or not.

3rd moment of truth

Then comes the third moment of truth when the consumers, after experiencing the product, begins to give feedback and react towards a brand product or service. This is when sometimes you know when they have good association with the brand they can become brand advocates. They can spread word of mouth of the product or brand and share it on social media to influence others.

Zero Moment of Truth (ZMOT)

So, what is the zero moment of truth? It is a term coined by Google in 2011.

As we all know, the Internet has changed how consumers interact with brands products or services. And there are all these online decision making moments. There are moments in the buying process when the consumer researches a brand product service before the purchase.

So, again, what is the zero moment of truth? People are increasingly making decisions at zero moments of truth. It is the precise moment when they have a knee intent or question and they want it answered online.

And the brand answers these questions at the right time wins. There can be a double win for brands, too. This can occur when the brand helps the consumer to improve their life, and gains competitive advantage over brands that did not get there at the zero moment.

Rulebook changed … Again

Now that we have discussed about the zero moment of truth, I have to let you know that the rule book has changed … Again!

There are more moments than ever. The search and zero moment of truth continue to grow in importance. And there are more moments created because of technology such as our mobile phones.

What are Micro Moments?

So, what are micro moments? Micro moments are taking over the consumer decision buying journey.

Studies have found that consumers are now bombarded by so much content. You know, there are online ads, deals, offers, emails, push notifications, and so much more.

And it has reached a point where many people cannot process any more information. No more! Enough!

So, now it has evolved into a new type of consumer behavior that is called the micro moment.

The micro moment occurs when people reflexively turn to a device when they need to know something, or do something, or go to somewhere, or buy something. Usually the device is a smartphone. And they use that to act on the need to learn something, do something, get to know something, or to buy something.

Here are some examples of micro moments:

I Want To Know Moment
I Want To Go Moment
I Want To Do Moment
I Want To Buy Moment

Of course, all these are not the only micro moments. But just to illustrate a few of them.

And Google has actually reported that there, based on the the data they received, that a person averages about 150 micro moments a day.

A person averages about 150 micro moments a day – Google

#micromoment #business101 #customerjourney

That is quite a lot, isn’t it?

Micro Moments That Do Not Matter

So, what are the micro moments that do not matter?

You know, there are quite a few. But I will just illustrate a few for you to understand.

One of it is when people are reading their emails. They are not interested in your product, and they do not want to know about your product. They are more interested in finding out what the email tells them. But of course this can lead to a micro moment about your product if they are read something relevant to it.

Another micro moment that does not matter is when people socialize on social media. When you’re on social media, you are more interested in social activities, entertainment, etc.

And when people are engaged in gaming, they are only interested in playing games.

Winning the Micro Moments That Matter

And what are the micro moments that matter?

As I mentioned before, these are the micro moments such as I Want To Know Moment, I Want To Go Moment, I Want To Do Moment, and I Want To Buy Moment.

I Want To Know Moment
I Want To Go Moment
I Want To Do Moment
I Want To Buy Moment

And you can win these micro moments by being there when your consumers have any of these micro moments. For example, when they need information in the I Want To Know Moment, you are there to provide the relevant information.

So, imagine consumers search on search engines to look for information about a particular problem they need solved. You must be there at that micro moment. And one of the ways is to have your web page or website appear on the first pages of search results. And on that web page, you provide the solution they need to have.

So, get your websites web pages, and even online videos, get them ranked on first pages or at least high on search results. Or you can even do search ads. And do your best to get the search on the first page, too.

Another example is to be on social media, and build a community. Engage with your audience. Have a strong presence. Be an option of their choices when your audience have a I Want To Buy Moment. You can do online social media ads or webinars on Facebook or Instagram to capture your audience.

Basically, you must be there at that micro moment to win.

One of the key tools you will need to win is to have excellent education and tools. You can get free training on SEO as well as access to a powerful keyword research tool to help you get ranked on the first pages of search results.

I personally use this training and tool to get my web pages on the first page of search results. The training also provides lessons on social media advertising and how to do it to gain an audience or to get sales.

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Winning the Micro Moments That Matter

Timotheus Final Word, for Passive Online Revenue

Did this blog post help you and gave you some ideas? Or which ones are you already doing, and how is it going? Do let me know in the comments below.

After this blog post, I will start the Digital Marketing 101 series. I will share about SEO, social media marketing, email marketing, content marketing, and more. Don’t miss all this valuable lessons. Join my I Love Passive Income community to get updates.

I wish you immense wealth and success.

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