The term ‘micro-moments’ was first coined and introduced by Google in 2015. These are the moments when we turn to a device, often a smartphone, to act on whatever we need or want right now. According to a study, 82% of smartphones users say they consult their phones on purchases they’re about to make in a store. 91% of them turn to their phones for ideas in the middle of a task. Greater reliance on smartphones changes the dynamics of how purchasing decisions are made. Micro-moments can happen anytime, anywhere.

Mobile Marketing and the New B2B Buyer
Despite the complexity of B2B purchasing, more buyers are using smartphones. Mobile’s influence is re-shaping the B2B purchase pathway. BCG’s research found that 80% of B2B buyers are using mobile at work, and more than 60% report that mobile played a significant role in a recent purchase2. Majority of B2B purchases are already influenced by internet research, an increasing percentage is conducted on mobile. Mobile can accelerate the time to purchase by 20% by increasing efficiency in decision-making and enhancing team collaboration, particularly in more complex purchases. Positive mobile user experience can also build customer loyalty. More than 90% of buyers reporting a superior mobile experience say that they are likely to buy from the same vendor, compared with only about 50% of those reporting poor experience. Although there is a lack of direct evidence of mobile’s impact – citing factors such as insufficient research and customer insight, difficulties measuring mobile marketing performance and low mobile conversion rates. However, it is apparent that those not engaging customers on their smartphones risk losing sales and shares.

Why do micro-moments matter?
Micro-moments are critical touchpoints within today’s consumer journey – these moments are loaded with intent, context and immediacy.

BE THERE: You’ve got to anticipate the micro-moments for users in your industry and commit to being there to help when these moments occur. By being there, your brand has the chance to address consumer needs at the moment, help move someone along their decision journey and deepen their loyalty.

  • Consumers aren’t brand committed: 90% of smartphones users are not certain of the specific brand they want to buy when they begin looking for information online.
  • You get a shot at your competitor’s customers: 1 in 3 smartphone users has purchased from a company a brand other than the one they intended to because of information provided at the moment they needed it.
  • Your presence can drive brand awareness goals: Studies have shown that you can increase unaided brand awareness by 46% simply by showing up in mobile search ad results.

BE USEFUL: You’ve got to be relevant to consumers’ needs at the moment and connect people to the answers they’re looking for.

  • Consumers gravitate toward brands with snackable, educational content – not those who give them the hard sell: when a brand’s mobile site or app makes it easy for a smartphone user to find answers, 69% of those users are more likely to buy from them.
    73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand.

BE QUICK: They’re called micro-moments for a reason. Mobile users want to know, go and buy swiftly. Your mobile experience must be fast and frictionless.

  • Mobile created and enabled this behaviour change. Customers have heightened expectations for speed in general and are often in a hurry to accomplish their tasks: 60% of online users say that thanks to online research, they make purchase decisions more quickly now.
    29% of smartphones users will immediately switch to another site or app if it doesn’t satisfy their needs (for example, a site that takes too long to load or too many steps needed to purchase or get desired information).
    As we have seen with each wave of technology adoption, leaders typically outperform laggards in revenue growth and share gain. The same applies to mobile in B2B. By understanding the impact of micro-moments, you can deliver your marketing message clearly and concisely to your consumers.

More blog post on micro-moments here.

References:
1. https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/
2. https://www.bcg.com/publications/2017/marketing-sales-digital-go-to-market-transformation-mobile-marketing-new-b2b-buyer.aspx
3. Image Credit – Photo by Lisa Fotios from Pexels

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