Recently, digital marketing experts have started throwing around the term “micro-moments.” It’s a relatively new term to describe one of the driving forces of the digital marketing industry. These experts say that leveraging micro-moments is an effective way to drive an e-commerce funnel.

But what exactly are micro-moments?

Micro-Moments, According to Google

To put it simply, micro-moments are points in time when a person checks the internet, usually with a mobile device, in order to access information. The information requested varies, but Google has classified them into 4 categories: want-to-know, want-to-go, want-to-do, and want-to-buy.

Micro-moments are so pervasive that a recent study revealed that 91% of smartphone users will regularly stop what they’re doing to consult the internet about a particular bit of information. This statistic is significant because it is an opportunity for your brand to make itself known.

Micro-moments are heavy in terms of customer intent – the information consumers request can greatly benefit brands. In fact, 82% of smartphone users search the internet while standing in line at a store. Out of that percentage, one in ten will use the information they read online to purchase a different product than what they had originally planned on purchasing. A brand that can capitalize on micro-moments has a huge edge over competitors, as they will be one step ahead in terms of understanding what their customers want, and how to deliver on these.

An Opportunity to Maximize Your E-commerce Funnel

One of the things to remember about micro-moments is that these start and end in a matter of seconds. With the sheer volume of content that is available online, customers are susceptible to content shock: a condition in which a user is so saturated with various types of content that they can no longer absorb the information being presented.

So how do you avoid content shock? The best way is to remember the age-old saying: Content is king. Focus on creating rich content that satisfies one of the 4 categories of know-go-do-buy. In this way, you minimize the risk of being caught up in the swell of clickbait sites and other internet fillers – and, ultimately, you set your brand apart from and above your competitors. On average, customers prefer content that is informative and can address their concerns, rather than content that is flashy and sophisticated but does not answer any of their issues.

To maximize the benefits of micro-moments, brands need to adjust their digital marketing efforts. Micro-moments affect each and every step of the e-commerce funnel, which means that marketers need to apply appropriate strategies for every step.

Acquisition and Activation

During the “acquisition” and “activation” phase of the e-commerce funnel, focus on providing information that is relevant to your customers. Acquiring new customers means presenting yourself as a viable option for them to consider. To do that, you need to convince them that your product or service is relevant to their needs.

How do you determine relevance? You must do your research and gather your data. Figure out what your customers need, align yourself with their habits, and deliver information in a way that your customers can best appreciate. Find the information you need by going through social media. Social media is a great place to learn about the habits of your customers: what they like, when they go out, which online shops they buy from, what they buy, and various other data points.

Once you learn all that you can about your customers and you’ve enticed them to your e-commerce page, it’s time to activate them. Simply put, activation is convincing your customers to engage with your brand. One of the best ways to do this is to create an e-commerce page that is designed to make customers engage with you in small doses. Studies show that most online users are not fans of the hard sell method, preferring to take their time making decisions. Having an activation process that takes your customers through your e-commerce website step by step is a great way to avoid overwhelming them.

To summarize, in this micro-moment, provide users with useful information about your product or service: who you are, what you do, how you do it, among other things, before moving on to the next step.

Create Desire

With the information you’ve provided, users become better prepared for the “desire” phase of the buyer’s journey. Here, users become potential customers, as they weigh your brand against competitors. In this micro-moment, users will have canvassed various brands that they think will provide them with the product or service that they need.

On average, online shoppers will visit at least 3 websites before deciding on a brand that they like. What will tip the scale in your favor and create desire is the actionable and effective content you provided in the previous step. To do this, experts suggest making your marketing strategies more “customer-centric.” Marketers can accomplish this by convincing their potential customers that your brand adds value in the form of an exclusive experience or as a gainful investment. The important thing to remember is that customers want to get to the point of purchase independently. That means that the old, hard sell form of marketing no longer works.

The best way to do this is to create content that is both entertaining and informative, which ideally instills positive feelings for your brand. Creating desire in your customers must feel like a natural process of them wanting what you have. Structure your e-commerce funnel to create desire via content in a gentle, but convincing, manner.

Purchase

Closing the sale means that you’ve convinced your customer that your brand is better and adds more value to their life than what your competitors can offer. This “purchase” stage should be made easier by providing customers with easy-to-understand checkout pages on websites or offering simpler ways of accessing your services. In the modern age, e-commerce can be regarded as a series of micro-moments that marketers need to capitalize on. Focus on what your customers want, address it in an appropriate manner, provide them with information-rich content, and make it easier for them to purchase from you.