Micro-Moments: The Mobile Brand Experience
Sometimes reality hits you so hard that you get knocked down to the ground, and you find yourself just sitting there for several minutes, wondering what just happened. It happens to everyone.
It may have happened the first time you googled your name and either saw nothing, or pages and pages of information about YOU, and then you quickly realized how important it was to build, and/or manage your online presence. Or, perhaps it was the moment you went on your company’s YouTube channel and saw that your latest video went viral, generating more than 20,000 views in less than two weeks.
There is another reality hitting us right now, and it would be worth the time to acquaint yourself with it and leverage it as part of your brand strategy. It’s the reality of people experiencing brands more and more on their mobile devices in what has been defined as micro-moments. You have probably experienced micro-moments many times yourself – perhaps even today. Every time you pick up your smartphone and tap on its browser (Chrome, Safari, Firefox, etc.) to search for a product, service, solution, or information, you experience a micro-moment as soon as you see what appears at the top of your search results and click on the link that seems most relevant. This happened to me two days ago when I ordered a new LED tail light on nashbar.com for my mountain bike.
Micro-moments can be broken down into three categories:
- Product/Service – This occurs when the mobile user searches for a product or service, but not one that is brand specific (i.e. “Chicago mortgage lenders”). The micro-moment experience starts when the mobile user sees which lenders appear at the top of the results and continues as the user clicks on one of the links. However, the moment will quickly end if the site is not mobile-friendly or easy to navigate.
- Brand – When the user searches for a specific brand (i.e. “Quicken Loans”), the micro-moment starts when s/he clicks on the link and instantly forms an opinion of the brand based on the mobile experience.
- Informational – Similar to the Product/Service category, this occurs when the user is interested in finding out more information on a specific subject (i.e. TRID). The micro-moment experience starts when the mobile user sees which links appear at the top of the results. The moment continues as the user clicks on one of the links and will quickly end if the site clicked on is not mobile-friendly or easy to navigate.
With this new flash of digital reality, I encourage you to ask yourself two questions:
- Given the overwhelming evidence (perhaps even based on your personal habits) that more searches are now done on mobile devices than on desktops or laptops, is your site mobile-ready and mobile-friendly enough to deliver the best micro-moment experience as possible?
- Given the overwhelming evidence (perhaps even based on your personal habits) that more searches are now done on mobile devices than on desktops or laptops, do you have a strategy for appearing on the first page of a mobile search?
Right now as you’re reading this blog, people are searching for what you sell and your brand on their mobile devices. You don’t want to disappoint them.