4 Crucial Micro-Moments for Your Mobile Marketing Strategy

[jrineakter]

The impact of smartphones on our daily lives is enormous. Not only do they completely transform the way we communicate with each other, but also the way we approach and experience brands.


Wireless access to the internet, the app culture and the unlimited possibilities of countless forums, comparison sites and search engines are causing a true revolution in our search and purchase behaviour. Our daily routines have changed significantly, partly due to the power of the internet and the 'always-on' culture, and have become increasingly fragmented in recent times. It is therefore high time that marketers no longer see mobile as a channel, but as part of our behaviour.

Micro moments
Our daily routines (and the role of mobile in this) can be divided into a number of main categories, so-called 'micro-moments'. Forrester already came up with the term micro moments in 2014 in the report ' Micro Moments Are The Next Frontier For Mobile ', after which Google released the report ' Micro-Moments: Your Guide to Winning the Shift to Mobile ' in 2015.

In short, micro-moments are: short moments in which we consult our smartphone to obtain information or to initiate an action. Think for example of moments in which you want to austria telegram number list look up, do, discover, watch or buy something. Powerful moments in which we have a high degree of willingness to take action and develop preferences. Based on these micro-moments and the influence of smartphones on our purchasing behavior, I previously wrote this article .

Micro Moments, the new epicentre of every marketing strategy

Successful brands (such as Sephora ) see the importance of these micro-moments and the impact of mobile on our changing behavior. They develop a strategy in which they focus on these kinds of moments in order to connect as closely as possible to the needs of their target group. Central to this are new technologies such as wifi marketing & location based services , but also the right content and approach.

Sephora’s management team noticed that their customers were increasingly using their smartphones to look up information while in-store. Where many retailers saw this as a threat (they thought it was all about comparing prices online), Sephora immediately saw an opportunity. They saw the power of mobile and wanted to explore how they could tap into this with their brand by adding value and serving their customers.

The company found that customers were primarily looking for reviews of the products they were holding in their hands or trying to figure out what eyeshadow color they had recently purchased. Based on this need for information, Sephora adapted its mobile website and app to better serve them.