Micro-Moments: Think Small To Win Big

September 16, 2015

Micro-moments are the points of need in consumers’ everyday lives. Finding a location, learning a new skill or purchasing an item all make up little moments when customers need advice or a second opinion. Digital marketing targets such moments to bring out the best of what you have to offer.

I want what I need and I want it now

The purchase journey of consumers has been transformed by mobile. Reviews and information about products and services are just a search away and those that are most relevant and accessible to them influence their eventual buying decisions. Are you the first to pop up on their screens when they look for it? Search engine marketing ensures you are visible to your customers on Google, Yahoo and other major search engines.


From “I have a great product!” to “Here’s how I can help you.”

Just having a great product is not enough in this competitive marketplace. You have to know what consumers need and offer it to them when they need it.

Take for instance, a potential customer is shopping online and you’re running a dynamic display ad for shoes. Your ad appears according to the customer’s related search, making it a good idea for him/her to get new shoes. That’s when you’ve captured the customer’s I-Need-Something-New moment.

Planning for these moments would let you know where and when to strike. Walk a mile in their shoes to fully grasp what’s most beneficial for them in each moment or even give them what they didn’t know they needed.

Converting that “Just browsing” customer

Different platforms and channels put your products in context of your customers’ micro-moments, and crossing multiple platforms tells a coherent story of your brand persona.

Nowadays, customers want a personal voice to a brand that they can interact with or get information from in a fast and non-invasive way. A customer might have been to your website but would like to know more about a product. If you’re on social media, the customer can easily access it to ask questions anytime, anywhere. Along the way, he/she would discover the ongoing promotions and get drawn in by the community engagement. Putting a relevant human touch to your brand makes a browsing customer more likely to convert to a paying customer.

Make it count

The best part about digital marketing is that you can review your progress at any point by monitoring your customer’s behaviour with analytics. Are the right micro-moments targeted? How can you better relate to these micro-moments? When you understand your customer’s journey better, you can tweak the strategies and enhance your focus to a more precise one.

It doesn’t take rocket science to reach your audience. Find out how we create tactical digital marketing plans for businesses to score at micro-moments. Contact us to know more.

About the Author

Joleen Lee

Joleen Lee

Joleen is the storyteller of Clickr Media. More specifically, the brains behind content strategies and content marketing plans. When she’s not producing always-on content for clients, she’s probably feeding on great stories to fuel her creativity. Some of the clients she's worked with are DBS Bank, Singtel, Estée Lauder and New Zealand Natural.