The Evolution Of Consumer Behavior
There has been a significant shift in the expectations of consumers – they want what they want and they want it now. We live in an era of information overload, though, so finding what you want can be challenging. Moreover, finding what you want without being forced to invest a lot of time or effort can be nearly impossible.
How Do Micro-Moments Play Into This?
Google defines a micro-moment as “when people reflexively turn to a device – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers' expectations are higher than ever.”
Micro-moments are the “I want to do...” and the “I want to go...” moments when a consumer realizes they need or want something – this is when you, as a brand, have the opportunity to provide that something, but you have to be where the consumers are looking to do that.
Capitalizing On Micro-Moments To Drive Sales
The idea of being top-of-mind with your target audience is rapidly becoming obsolete. You now need to be top-of-the-phone-screen. In order to do this, you need to have an effective digital marketing strategy in place that keeps you in front of the ideal consumer in their time of need or want. There are three key factors in developing a digital strategy that does this for your brand.
Finding The Right People
At the end of the day, the people who are going to buy your product or service have to want what you’re offering. Analyzing the qualitative and quantitative characteristics of your current consumers can help you create detailed buyer personas that you can tailor your communications to.
Getting In The Right Place
Once you know who your ideal target audience is, you’ll be able to better understand their behavior to intersect their life in a way that makes sense. Does your target audience spend their free time browsing Facebook? Are they more likely to intersect with an ad that will encourage them to convert on a sports news site? You have to know what channels your consumers are on when they are seeking a solution in order to be there.
Having The Right Plan
The right plan makes or breaks a digital strategy. You can talk to your ideal consumer through the ideal platform, but without the right message, you won’t see any conversions. Your plan should include ongoing analysis of what is and isn’t working in order to have the most effective digital strategy.
With the right digital strategy, you are able to be where your ideal consumers are when they have a need or a want. Whether you are a local coffee shop who wants to be the first in the search results when potential customers are browsing a nearby mall or a professional development center that wants to maintain relevance on a social platform like LinkedIn, you have the capability to convert customers during their micro-moments with an effective digital strategy.
Do you want to incorporate the three P’s into your digital strategy? Contact the digital marketing experts at FiG Advertising + Marketing today for a consultation.