This is the third in our series of posts about micro- and macro-moments. In parts one and two we talked about how to think about these moments of intent and find out what they are for your audience. Today let's talk about what to do about it.
1) A good place to start is with a moments map. This is where you identify the set of moments you absolutely want to win or can't afford to lose. Examine all phases of the consumer journey for your business, and look for the moments when people want to find inspiration, learn about something you’re reporting, make a social statement, or anything in between.
2) Next up: try to understand customer needs in the moment. Put yourself in the consumer’s shoes for each moment you want to win. Ask yourself, “What would make this easier or faster? What content or features would be most helpful for this moment?” Again, ask yourself: Is your user looking for a quick moment or are they there for the long haul?
3) Third, make sure you use context to deliver the right experience. Contextual signals like location and time of day will help you deliver experiences and messages that feel tailor-made for the moment.
4) Be sure to optimize across all aspects of the journey. People move seamlessly across screens and channels. Does your brand deliver seamlessly in return? Don’t let competing internal objectives or departmental silos stand in the way; anchor your action to the consumer and organize around their moments.
5) Now keep the momentum rolling: measure every moment that matters and iterate. Keep improving your content based on what you find; then measure and iterate again.
We’ll leave you with these questions:
If you take the time to think about your customers, find their micro- and macro-moments, and then fill their needs in those moments, you'll be well on your way. And in fact, you'll likely be getting a leg up on the competition.
Think with Google recently published a research study that takes a deep dive into micro-moments, it's a great follow up to this blog series. Download your copy today, and win the shift to mobile.
Posted By: Chris Jones, Audience Development Specialist
1) A good place to start is with a moments map. This is where you identify the set of moments you absolutely want to win or can't afford to lose. Examine all phases of the consumer journey for your business, and look for the moments when people want to find inspiration, learn about something you’re reporting, make a social statement, or anything in between.
Breaking news stories are an
example of moments you
can’t afford to lose
Suppose you have a news site and a user visits your review of a restaurant as they walk through town. They may just want to know if you gave it two or four stars… or they may want to know your reviewer's in-depth thoughts and recommendations for each course. How you deliver this information will make a big difference. (And remember, they're impatient!)
2) Next up: try to understand customer needs in the moment. Put yourself in the consumer’s shoes for each moment you want to win. Ask yourself, “What would make this easier or faster? What content or features would be most helpful for this moment?” Again, ask yourself: Is your user looking for a quick moment or are they there for the long haul?
In a story or photo feature about fashion, for instance, you could add a widget showing locations of the stores that sell each dress or pair of shoes you feature, or video of the fashion shows where they were revealed.
3) Third, make sure you use context to deliver the right experience. Contextual signals like location and time of day will help you deliver experiences and messages that feel tailor-made for the moment.
For example, if a soccer fan is having a micro-moment, they probably just want the top highlights and the final score from the match last night. This could be your spot for a social media update or a 30-second video. But if they're in a macro-moment, they'll want in-depth match analysis, team lineups and analysis of how the final score will affect the league. That's your moment for the long-form article or podcast.
What contextual signals can
you gather from your users?
4) Be sure to optimize across all aspects of the journey. People move seamlessly across screens and channels. Does your brand deliver seamlessly in return? Don’t let competing internal objectives or departmental silos stand in the way; anchor your action to the consumer and organize around their moments.
Ask: "Is our journey optimized for search?" How do consumers across all the different social channels interact with your sites? Are they optimized correctly?
5) Now keep the momentum rolling: measure every moment that matters and iterate. Keep improving your content based on what you find; then measure and iterate again.
You can't afford to under-serve your customers while you deal with measurement gaps. Even if the return on investment (ROI) for certain moments may not be directly measurable (yet), train your team to use credible estimates to ensure nothing’s falling through the cracks.
We’ll leave you with these questions:
- Are you ready for the moments ahead?
- Can users consume your content (or a form of it) in the queue at Starbucks?
- How are you capitalizing on seasonal macro-moments like the Rugby World Cup or the upcoming Summer Olympic games?
If you take the time to think about your customers, find their micro- and macro-moments, and then fill their needs in those moments, you'll be well on your way. And in fact, you'll likely be getting a leg up on the competition.
Think with Google recently published a research study that takes a deep dive into micro-moments, it's a great follow up to this blog series. Download your copy today, and win the shift to mobile.
Posted By: Chris Jones, Audience Development Specialist
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