Cillian Bracken Conway
22nd Oct, 2015

Mobile has become almost the first screen that people turn to when they go online. According to Google’s most recent findings, more than half of the Internet searches all across the globe is done on mobile, overturning desktop searches completely.

However, online entrepreneurs still see mobile as just another screen that does not need that much attention. They still prioritise digital marketing strategies focused primarily for desktop users. Because they are not open towards new innovations on promoting better mobile experiences, their brands are missing out on crucial moments, where they could have engaged with their target market in relevant ways.

Most Internet business owners who have ventured into the digital marketing realm still consider mobile as a portable version of the desktop. They believe that the tactics they apply for their desktop-based strategies will immediately translate well into mobile. They are wrong.


Smartphones Have Become Vital Appendages

Smartphones have become a vital tool, which consumers are literally dependent on not just for communication, but also for Internet searches. However, compared to the total Internet ad expenditures of an estimated $50 billion, only $13 billion is spent on mobile ads. This means that mobile ad spending still lags behind traditional Internet marketing tactics.

The Rise of Mobile Apps and Interfaces

Mobile applications and the latest interfaces and devices are launching and cultivating brand new capabilities as well as fresh expectations and behaviours among consumers connected to the Internet. This move continually drives consumers to simplify their daily living through every tap, swipe, and pinch they make on their smartphones. They do this in rapid succession, most of the time in micro bursts a hundred times per day, thus creating change for every customer experience. This does not only alter the digital game, but also allow brands to come up with mobile-first marketing campaigns that are more effective and in line with how consumer interaction is supposed to happen.

Such is the case of Google now.

They are giving this plenty of attention and have even labelled these micro consumer experiences as “micro-moments”. In fact, during New York’s Advertising Week, they came out with a fresh playbook for agencies and executives entitled, “Micro-Moments: Your Guide to Winning the Shift in Mobile”, which will enable every entrepreneur to achieve success during focused moments of attention.

What Are Micro-Moments?

So, what exactly is a micro-moment? These are spontaneous moments that are rich with intentions to search and then buy, when consumers reach for the device nearest them, which most often than not is their smartphones. Google tags these as “I want to…” moments when consumers would carry out their desire to know, to do, to buy, to go.


This shows marketers how mobile behaviour characterizes an entirely fresh marketing platform that is not run by the norms and rules of the conventional digital marketing strategies. You will only succeed in this fresh frontier in the digital arena if you will use brand new measures for your content marketing, media buying, and advertising. Your engagement tactics should also be different, as it will take specific expertise to build relevant and winning experiences that will push mobile customers easily from one point to another in their Internet journey.

These Micro-Moments Will Bring Huge Impacts to Your Business

Learning and understanding every intention and aspiration of your target customer is just the start to creating a successful digital marketing tactic for these micro-moments. Looking into how these people make use of their devices and their interactions with the content they see on their screen is another strong aspect to consider. It is equally important to know what drives them to the step you want them to take, which is to avail of your services or products.

Online businesses, moreover, should care enough to ensure that they meet or exceed their customers’ expectations of their website. Note that 47% of target customers expect for your web page to load in less than two seconds? If a site is slow and ungainly, 29% of site visitors using smartphones will immediately bounce out of there and transfer to another application or site. Of those who switch, 77% are people who don’t find the app or site simple enough to provide them what they need, while 67% are those who dislike going through too many steps just to get the information or product/service they need.

What to Do to Provide Better Micro-Moment Experiences

There are seemingly effective ways to provide better micro-moments to your audience, such as recognising external and internal expert resources, knowing the opportunities and problem areas for each moment per device, studying mobile behaviour, and making a map for the micro-moments connected with your business site. It is also vital to stay ahead of your target clientele, so you’d know their needs even before they’re aware of them, and then think of ways on how to meet them. Ensure that every engaging moment is acknowledged.

Re-devising your metrics to focus on performance according to click paths and devices is another way to provide excellent outcomes for your target market. Make sure that they do not only match your objectives as a business, but also those of your customers. Bring together a group of people who can collaborate, communicate, and align all their efforts towards providing the best experience for your clients. This means investing in people with the right kind of talent and in technology that could provide your business and customers what they need and want. This allows for greater learning and provides the best time to test and assess how you can achieve your ROI across every micro-moment.