Google defines mobile moments of consumers as ‘micro-moments’ and divides them into four: ‘I want to know’, ‘I want to go’, ‘I want to buy’, and ‘I want to do’ moments. These micro-moments are crucial to marketers since they can be regarded as critical touch points within today’s consumer decision making journey. Marketers should decide their mobile marketing and engagement tactics for each micro-moment stage, in order to ‘be there’, ‘be useful’ and ‘be quick’.
Several data show that all these micro-moments are particularly important to retail and e-commerce brands, because these businesses are directly affected by the actions taken by consumers in their decision making journey. Therefore, retail and e-commerce marketers should focus on deeply analysing and targeting these mobile moments in a relevant way in order to improve their users’ engagement.
This is strongly supported by the following statistics:
82% of smartphone users say they consult their phones on purchases they’re about to make in a store;
there is a 20% increase in mobile’s share of online retail session;
So what should retail and e-commerce marketers do in these mobile moments? How can they be sure to be successful and win at these micro-moments?
Every marketer wants to ‘be there’ for their consumers especially at their mobile moments. That’s mostly because appearing in front of consumers at their mobile moments brings the highest conversion for marketers. For instance, a joint study by Google and Ipsos shows that 1/3 of smartphone users has purchased from a company or brand other than the one they intended to because of information provided at the moment they needed it.
Being there gives a chance to brands to address consumer needs at the right moment and to help their consumers to move along their decision making journey. In addition, being there helps marketers to deepen their relationship with their users in order to increase their loyal customers base and customers’ lifetime values.
Being there at consumers’ mobile moments such as mobile searches, app interactions, mobile site visits, or mobile video views is crucial for marketers, especially for Retailers and E-commerce firms.
Best ‘Being There’ Mobile Marketing Practices for Retail and E-Commerce Sectors
I-Want-to-Know Moments: At ‘I want to know’ moments, consumers are in exploring mode. At these micro-moments, they want useful information and sometimes inspiration.
For retailers, sending a push notification when their customers are in the store to provide further details regarding some products can be given as an example of being there at a ‘I want to know’ moments.
For e-commerce brands, an example can be in-app pop-ups that appear in front of customers who are searching for information within a mobile app.
I-Want-to-Do Moments: These are “how to” moments in which people need help. That’s why being there with the right content at these micro-moments is crucial.
For both retailers and e-commerce brands, mobile video ads targeted to ‘how-to’ sentences and related to products located in retail stores and websites can be used to ‘be there’ at ‘I want to do’ moments.
I-Want-to-Go Moments: At ‘I want to go’ moments, consumers are mostly looking for a local business or they are considering buying a product from a local store.
For retailers, mobile search ads targeted for specific locations can be used to increase foot traffic of retail stores.
Similarly, for e-commerce brands mobile search ads targeted to specific locations can be used to increase mobile sites traffic.
I-Want-to-Buy Moments: These are the moments where someone is ready to make a purchase and may need help deciding what or how to buy.
For e-commerce brands, sending discount via push notification to a consumer who abandons his/ her cart is an example of timely engagement.
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