The term, “micro-moments” was coined by Google to describe the intent-driven moments of decision-making that occur throughout the customer journey. These micro-moments present new challenges for eCommerce marketers. Marketers are finding that targeting unique individuals that are moving among devices, places, and contexts is a very different exercise compared with targeting large customer groups based on demographics. According to Google’s research, those marketers that are trying to reach their audiences solely on demographics alone risk missing more than 70% of potential mobile customers. Thus, companies need to figure out how to provide customers with the exact right content in the precise micro-moment when they are seeking it.
Anywhere, anytime content
Many customers that have a want or need turn to their digital devices for help. In increasing numbers, the chosen device is a smartphone, with many retail customers using more than one device during their buying journey. Although B2B buyers are often in front of a desktop or laptop computer, they too are also moving more frequently across devices.
Although the size of the screen on a smartphone inhibits the rendering of the same rich product experience that can be experienced on a laptop or a TV screen, smartphones have the advantage of being able to serve up content anywhere, anytime. This means that marketers need to consider where customers are in the buying journey, where they are physically located, and what device they are using when serving up content in real time.
A simple answer to the challenges associated with micro-moments would be to invest heavily in content delivery platforms, such as eCommerce and Customer Experience Management solutions. However, these platforms need a large amount of content to be effective. One image and one single long description just isn't enough anymore. With this approach, all customers will be exposed to the same content regardless of who they are, where they are in the buying journey, when they are looking, the device they are using. This tactic would be like taking the print catalog from the 90’s and publishing it in many places. It increases reach, but it doesn't support the customer’s micro-moment decision-making.
Today’s content requirements
In order to drive the delivery vehicles, we need to provide them with fuel. In this case, the fuel is content. Targeting each customer in their unique micro-moments with the right content adds some new requirements:
- Content needs to be highly granular so that the right content nuggets can be selected to communicate the most appropriate message.
- Content should be identified through meta-data and other classifications so that the most appropriate content can be compiled automatically using business logic.
- More content is needed so that content targeting can be more accurate and precise.
- Content needs to be of high quality—accurate, consistent, and meaningful.
Enabling your content delivery process
So if the answer is to produce more content, with better descriptions, higher granularity, and higher quality, how do we do that?
Throwing more resources at the process—brute force—is the simple answer. However, adding more people to a broken process has not typically proven to be very successful. Rather, working smarter rather than harder is a better approach, assuming that the requisite systems are in place to support the content production process and enable the automatic syndication of the content to all touch points. Therefore, assuming that micro-moments are now a major driver for digital initiatives, a product marketing platform should be the foundation of your content delivery process.
Johan Boström, Co-founder and Evangelist, inRiver