Micro-moments: the business around the impulses

Are we already entering that future that we saw in the series and films of science fiction? At the moment the cars do not fly, but by pressing an electronic button from home they send you a product at the moment. In an era where immediacy is the order of the day, it is logical that consumers are increasingly impatient.

But why? Especially because of the enormous development that technology has experienced in the last decade. We want everything here and now. Recently it was said that we had a world of possibilities at a single click, now this world is even more accelerated and closer. We can have everything in the palm of our hand.

Thanks to the evolution of web commerce (Amazon has done a lot of good or very bad, depending on how you look at it) and especially to mobile devices, specifically smartphones, in the future we could end up becoming something similar to the human characters of the Wall-E movie.

Jokes aside, since we get up in the morning until we go to bed, we look at the screens of our mobile phones on average 150 times a day and approximately 130 minutes. It is here that what is known as micromomento arises, that in which a person accesses a digital medium to satisfy a need to learn, do, discover or buy something. It is curious that the term has been coined by Google, the king of Big Data, which we unconsciously go as if it were an oracle, and from which we expect an immediate and accurate answer: "how to do this, I want to see that, I need to see the other, etc. "

We respond to a stimulus immediately, waiting for the best response, with which we will make a mostly improvised decision. To get an idea, after the consumer has been impacted by X television ads, a flash may appear, a need to search for information in a short space of time. This is what we know as "window of opportunity". Preventing the moment and the message as well as facilitating digital infrastructure, will allow brands to box in the ring of micro-moments.

It is necessary to distinguish the micromomentos "O.G", those that we consider business opportunity, from those that are not, the "fake" that do not interest us. For it according to the great oracle Google, we can establish that a micromomento consists of four parts:

1.- The person: the target customer. Who he is and what we know about him.

2.- The intention: information, purchase, etc ...

3.- The context: not all micro-moments are the same.

4.- Immediacy: need to satisfy immediately.

In an ultra-competitive era, in which we live a gigantic advertising saturation, where the consumer as a rule does not consider a predetermined brand in its search, but goes investigating like Sherlock; micromomentos are very important, since the consumer is really looking to satisfy YOUR need. The companies that elaborate a strategy understanding and satisfying these micro-moments and needs, will be the winners of the battle.

But of course, it is not all gold that shines, nor can we know all the micro-moments, nor all the micro-moments are equal. In general, we want our personal moments to be respected. If we publish our breakfast on Instagram, and suddenly we see two elements like Mario Vaquerizo and Rebeca selling tires at a good price, we will consider it strange, intrusive and even annoying. Another totally different case is that we have to pass the review of our car but we do not have too much cash. We may take our cell phone out of our pocket and look for "tires at a good price". This is where the micro-moments race begins.

The micromomentos happen through the way of the consumer

So, all this will impact on the so-called "consumer path", the pilgrimage and phases in which this can establish a contact with the brands is in continuous change, and therefore can suppose different business opportunities for companies.

First, in a certain micromanage, a brand can impact and say: Hey, I'm here! Second, in a micromomento in which the consumer needs information, initiating a process that may end up in purchase, a brand must be able to enter into the consideration of it, that is, that it be taken into account at the time of Make the decision: You know I'm here, and I offer you this! Third, in the purchase phase it is essential not to fail, immediacy and ease are the keys to success: Pim, pam, pum, tuna sandwich !. And finally, loyalty and loyalty are essential to achieve a possible repurchase: Go home, come back for Christmas.

How can we benefit from micro-moments

• We must carefully select what micro-moments we really want to win. The contents we offer are of great importance, as is the treatment of statistical or qualitative data that allows us to better segmentation. So to succeed you must:
• Analyze micro-moments: what is sought and in what places. It is essential to know the consumers and our target audience.
• Analyze the context and moments of contact: adapt and offer solutions as quickly and efficiently as possible.
• Adapt the UX: allow mobility between the contents and the purchase process. Usability and accessibility. In short, optimization, optimization and optimization.
• Position correctly.
• Carry out measurements on the different micro-moments and the impact of our responses..

After all this, I hope it has become clear that, through micromomentos, the preferences of the users are defined. Also, not all of these little moments are equal in importance, and in fact you have to avoid being intrusive. For this reason we can not abandon the drift as the Dutch wanderer to our target, we must be present offering the fastest, simplest and most effective solutions through the different phases of the sales process: presale, sale and after sale.

There are many websites where you can learn more about how companies currently use micro-moments, and they contain a lot of interesting and useful information.