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Did you know? 89% of Australian adults own a smartphone and our love for our phones is deeply embedded in our culture with 70 per cent of us sleeping with our phone by our bedside. This growth in mobile and a consumer behaviour change has resulted in Google’s introduction of Micro-Moments.
A micro-moment is a series of consumer touchpoints in their research and purchase journey. When these individual touchpoints are combined, they determine how the journey ends, that is did the customer purchase, not purchase or worse still, purchase with a competitor.
Consumers expect brands to address their needs at each touchpoint with real time relevance which offers great opportunity for businesses and brands to influence consumers decisions and preferences.
Why are micro moments important?
Interactions on mobile devices are intent and/or action based. People either want to learn, do, find or buy something now. Our mobile devices act at the portable computer to be able to do this at anytime from anywhere in the form or searches, mobile sites and video communications. As a brand, marketer need to be there for each micro moment that is happening continuously 24 hours a day, 7 days a week enabling and always on relationship with potential and existing customers.
What are the 4 video micro moments that can occur on mobile?
# 1. I want to watch what I am into: This micro-moment is all about those searching for videos on their passions, hobbies and interests. Google highlight that “53 percent of online video viewers watch online video to be inspired or entertained”
# 2. I want to know: Consumers are researching and wanting to learn more. Whether they are trying to understand a product or looking for more information to reduce risk perceptions, nearly 70 percent of Millennials agree they can find a YouTube video on anything they want to learn.
# 3. I want to do: The most popular “how-to” searches are related to home improvement, beauty and cooking videos and are up 70% year over year in 2015.
# 4. I want to buy: People use video to help decide what to buy, how to buy and whether they need to try before they buy. 18-to-34-year-olds say YouTube is the best place to learn about a product or service that interests them.
Be there when your customers need you
Adapting your video strategy to include these micro moments is not that hard. Add video to complement your existing text based content strategy. Create how to videos, product videos, customer testimonial videos, brand and company awareness videos.
Most of all ensure your content is useful, solves problems, answers questions and by doing so you can win the heart, mind, wallet and loyalty of potential and existing customers with real time connections and emotional bonds.
Mobile is the driver and distributer of your video. Whether a video is found on search, social media or via text message, mobile and micro-moments connect online and bricks and mortar stores. Remember:
- 57% of consumers are more likely to visit a store after mobile search.
- 40% more likely to make a phone call after a mobile search
- 51% more likely to make a purchase after searching online.
But instore 82% of smartphone users turn to their devices to help them make a product decision. This is the perfect micro-moment to serve up a product description and evaluation video.
Engage, influence and persuade your customers with micro-moments. You’ll find video is your weapon of choice, and mobile the delivery channel.