Micro-moments are becoming an increasingly important aspect of any marketing strategy, but what are they and how can they be embraced? Well firstly, if you’ve read the title of this blog and find yourself wondering what this whole article is about, then use your mobile to search Google for more information about Micro-moments; then you’ve just demonstrated to yourself (probably unknowingly) what ‘I Want To Know Moments’ are.

Consumer behaviour is changing and evolving; with increased, immediate access to information across the internet these Micro-moments are playing a big part of the consumers buying journey and decision making. See the below diagram that illustrates the increasing levels of mobile interaction with prospective customers.

Screen Shot 2016-08-05 at 10.05.35

Google defines these Micro-moments as when a consumer will automatically turn to (in most instances) a mobile device to answer questions, which are as follows:

I Want To Know

I Want To Go

I Want To Do

I Want To Buy

During this series, we’ll be discussing each Micro-moment and explain what benefit they can bring to your business with the burgeoning expansion of mobile activity continuing to rise. Here we delve in to the importance of the ‘I Want To Know Moments’, and how this first instance of wanting to find something out will open up your consumers buying journey.

‘I Want To Know Moments’

When your consumers are out and about it will not limit their access to information like it once did. We’ve all been there; whether we have seen a billboard that grabbed our attention, or simply want to fact check something – the automatic reaction is to take out our mobile devices and find a solution then and there – this is an example of ‘I Want To Know Moments’. Advanced technology within our smartphones are putting increased power in the palms of our hands. In turn, this is providing enhanced opportunities for us to delve into easily accessible information, opening up more potential for you as a marketer to have an impact on this journey.

via GIPHY

65% of online consumers look up more information online now versus a few years ago, as we have developed a need for immediately accessible information. So understanding these ‘I Want To Know Moments’ gives you the ability to place information in the right place to become a thought leader.

Google Knowledge Graph

Consumers will utilise Google’s Knowledge Graph in ‘I Want To Know Moments’ to access information about their search term, the Knowledge Graph has the ability to provide answers, not just links to answers, located on the right hand side of a search, it details more information about the search term.

Take a look at this example of a search for Matt Groening (the creator of The Simpsons), the key information you might be looking for including his parents name, and sibling, is easily accessible giving immediate information. Though this information pertains to a person, when related to business, it can help to rapidly serve key information to a consumer and influence their buying decision.

google knowledge graph

Finally, if your product or service is immediately accessible through Google’s Knowledge Graph, Google News, Shopping etc. these initial ‘I Want To Know Moments’ will give an increased opportunity to capture your audience’s attention in this first instance; providing you with the potential for them to come back at the end of their journey and purchase your product.

At Digital Next we understand the customer buying journey and look to assist our customers with identifying their role in placing the correct information to make sure it is found!

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