understand what they are and how they can be used in marketing – WAU

There are times when consumers have a great need to search the internet. In these Micro-Moments, when they need information or an explanation, the brands that appear have the decisive opportunity to make a positive impact. We prepared this post so that you understand exactly what Micro-Moments are, why […]

There are times when consumers have a great need to search the internet.

In these Micro-Moments, when they need information or an explanation, the brands that appear have the decisive opportunity to make a positive impact.

We prepared this post so that you understand exactly what Micro-Moments are, why they are so important for the relationship between the brand and consumers and how they can be useful as marketing tools.


What are Micro-Moments?

Micro-Moments are related to the fact that we are increasingly connected, with the widespread use of smartphones and with changes in consumer behavior in recent years.

During the shopping journey, people use price comparison tools, research the reputation of companies, search for information about the quality of products and services and take several other actions that involve a search engine like Google.

And it is precisely at key moments like these – the Micro-Moments – that users demonstrate an intention and reveal how far they are from a purchase decision.

In this context, Google established that there are 4 types of micro moments:

  • I want to know;
  • I wanna go;
  • I want to do; and
  • I want to buy.

Let’s understand what each one of them means.

“I want to know” moment

This moment is when the user wants to know more about something that he saw on TV, a subject that a friend talked about or even about a new product that he saw announced while surfing on a large internet portal.

These are just a few examples of Micro-Moments in which the consumer is looking for more information – which does not necessarily indicate that he intends to make a purchase decision.

“I want to go” moment

The Micro-Moment “I want to go” refers to the intention to get somewhere, either by searching for the address of the place or using geolocation services to indicate the way to the desired destination.

It is also the case of searches for establishments in the vicinity of where the user is, such as directions to nearby restaurants or supermarkets.

Due to the great relevance of the localization factor, this is where companies achieve even better results if they align their knowledge about this micro moment with local marketing strategies.

“I want to do it” moment

When we want to learn how to create something, it is very practical to search Google how to do that and look for the simplest solution with the best explanations.

In times when we have no one to ask for help, we ended up looking on the internet how to make a hole in the wall, how to install the printer, how to make a lasagna and much more.

It is worth mentioning that, for this type of Micro-Moment, the amount of results in the video format is considerable.

Instead of providing pages with only text and images, sites that produce quality content and offer practical tips for their visitors (recipe or do-it-yourself portals, for example) usually publish videos to engage and actually teach your users.

“I want to buy” moment

Here, it is when the user makes a search that reveals the purchase intention. It usually contains the name of the product or service and points out how determined the person is, according to the specificity of the search terms.

For example:

When someone searches for an “office chair”, they may be looking for information about the types of chairs they can purchase for work.

However, the search for “reclining chair with support” shows that he is interested in this type of furniture and very likely intends to buy one.

Why do they mean a way to rethink the consumer-brand relationship?

We have already seen that Micro-Moments are decisive for brands to impact consumers.

But why does this happen?

One of the main reasons is that they are great opportunities to form user preferences and influence purchasing decisions favorable to your company.

Let us see, then, what Micro-Moments actually represent for both the customer and the brands.

Micro-Moments and the consumer

From the consumer’s point of view, we can think of Micro-Moments as instant needs to search the internet.

It is the type of action that can occur at any time and that cannot wait to happen – which demonstrates the most immediate tendency of users and the need for a mobile connection for people to search anytime and anywhere they are.

It is worth remembering that the chances of this occurring in the middle of other activities with the smartphone is enormous.

For example:

It is not difficult to see the owners of these devices constantly exchanging messages, browsing social networks, checking email, watching videos and so on.

For this reason, Micro-Moments also work as an attention gap that companies can take advantage of to get closer to the public.

But we leave the subject about the micro moments and the marks for the next topic …

Micro-Moments and brands

Having a deep understanding of the micro moments of customers and potential customers is essential to be closer to the consumer when he demonstrates some kind of intention that has the potential to favor your brand.

In this way, companies that are able to understand the behavior of users – that is, that are able to cope with expectations and know how to meet their demands at specific times – will be more likely to stand out in search results.

And due to the strength of Google as a search tool and an excellent source of traffic to websites, Micro-Moments can be a powerful resource for improving business marketing initiatives.

How to use Micro-Moments in marketing?

If your company has marketing objectives such as increasing brand awareness, intensifying lead generation and increasing sales, micro moments can be great allies to achieve these results.

As the understanding of the 4 Micro-Moments we saw earlier are potential opportunities to drive the consumer to your website or to your local business, we must use them to our advantage to improve communication with the target audience.

The idea here is to be useful to your audience when they need it most, always providing relevant information and answers, in addition to delivering the best user experience.

Therefore, we have separated some effective measures that you can take in this direction. Check out:

Check users’ search behavior

Through the Google Search Console tool, you can access the “Search Analytics” report to discover the search terms for which your pages appear in Google results.

Analyze the intent behind these keywords and see how they fit between the types of Micro-Moments.

It is also important to know which device is most used by users to find your brand (mobile phone, computer or tablet).

So look for patterns of behavior, such as “mobile device users do more research on product X’s functionality than the desktop audience” and use that knowledge to understand your audience in more depth.

Review your content production strategy

With this information in mind, you will be able to optimize your content in order to improve your positioning for the terms most relevant to your audience.

For this reason, make sure that the materials that your company publishes do serve consumers and examine how they can be useful in each Micro-Moment.

Here, it is worth reviewing its contents and also assessing whether it is interesting to create richer materials to satisfy users’ needs and engage them with eloquent and reliable information.

Optimize your pages for mobile devices

If your website or blog is not yet optimized for mobile devices, it is essential that you invest in this type of improvement to enjoy the advantages that understanding micro moments can bring.

So, be aware of factors such as:

To find out if your page is compatible with these gadgets, a useful tool is the Google mobile compatibility test.

Therefore, we realize that brands concerned with creating real connections with their consumers need to understand how precious these moments are and invest in optimizing their sites and content – always focusing on the best experience, especially for mobile devices.

In an increasingly connected world, where attention is one of the most difficult resources to obtain from users, micro moments will certainly be a differential for successful business marketing strategies.

If you liked this post, continue to find out about some of the subjects we cover here.

Read the post we prepared about user experience and understand why this concept is so important!