{"id":2681,"date":"2020-02-27T20:07:43","date_gmt":"2020-02-27T20:07:43","guid":{"rendered":"http:\/\/goldstarmedia.biz\/2020\/02\/27\/designing-digital-customer-experiences-to-take-advantage-of-micro-moments-2\/"},"modified":"2025-05-07T19:37:24","modified_gmt":"2025-05-07T19:37:24","slug":"designing-digital-customer-experiences-to-take-advantage-of-micro-moments-2","status":"publish","type":"post","link":"https:\/\/goldstarmedia.biz\/?p=2681","title":{"rendered":"Designing Digital Customer Experiences to Take Advantage of Micro-Moments"},"content":{"rendered":"
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Designing Digital Customer Experiences to Take Advantage of Micro-Moments<\/h3>\n<\/div>\n<\/div>\n<\/div>\n
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Wait, another blog post on micro-moments in digital marketing?! Has interest in this moments-based marketing approach not peaked already? Back in 2015, when Google<\/a> identified I-want-to-know moments, I-want-to-go moments, I-want-to-do moments,<\/em> and I-want-to-buy moments <\/em>as lucrative windows of opportunity?<\/p>\n

The answer is yes and no.<\/p>\n

Sure, micro-moments made a big splash in search trends<\/a> a few years back. But that spike occurred before the mobile-first revolution truly hit home. To the point where nowadays, 52.2 percent<\/a> of worldwide website traffic comes from mobile devices and 20 percent<\/a> of American adults now solely rely on their smartphones to stay connected.<\/p>\n

With that said, consumers are now fully in control of their journeys and expect brands to be there right when the need arises. That\u2019s why at Selligent Marketing Cloud<\/a>, we believe micro-moments are more relevant now than ever. And that\u2019s why we\u2019re dedicating a brand-new whitepaper<\/a>\u00a0and an upcoming webinar<\/a> to the high art of hitting consumers right when they need you.<\/p>\n

Because ultimately, winning the micro-moment is everything now that the average user touches his or her phone 2,617 times<\/a> a day. Moments are stronger than loyalty, as 90 percent<\/a> of smartphone users are not absolutely certain of the specific brand they want to buy when looking for information in a micro-moment. And a whopping 51 percent<\/a> have purchased from a different company than originally intended because it provided information at the time of need.<\/p>\n

Did that get your attention? Great! Because in this post, we will outline approaches towards designing customer experiences<\/a> around moments that make a difference. It all starts now, not a moment wasted!<\/p>\n

\n\tTaking the customer\u2019s perspective<\/strong><\/h2>\n

In order to design micro-moments in your CX, take a step back and test-drive your entire arsenal of touchpoints from the customer\u2019s perspective. Dream up scenarios in which customers may need your brand in a specific moment, then see how your marketing\/content\/service offering lives up to the challenge.<\/p>\n

Ask what can be added? What can be optimized? What are some blind spots to be eliminated?<\/p>\n

Speaking of blind spots, it all comes down to a strong data foundation. Situational relevance requires a 360-degree customer view<\/a>, with data captured in real time across channels, made available across your entire organization via customer data platforms (CDPs)<\/a>. This data is the key to serving personalized experiences<\/a> and relevant offers created via AI<\/a> in the right moment.<\/p>\n

Here are some starting points for designing relevant customer experiences around all four kinds of micro-moments:<\/p>\n

\n\t1. Designing I-want-to-know moments<\/em><\/strong><\/h3>\n

When today\u2019s smartphone users research information, it better be available PDQ (pretty damn quick). Nowadays, 75 percent<\/a> of smartphone users expect to find immediate information in their mobile searches. And as stated earlier, solving I-want-to-know moments<\/em> can pay dividends all the way to outpacing the competition and landing the sale.<\/p>\n

This puts a premium on leaving an easy-to-find breadcrumb trail of information across channels and devices. Take a deep dive into your search ads, FAQs, blog posts, videos, whitepapers, vlogs, podcasts, instructional guides, tutorials and other keyword-optimized content (like \u2018best product for x\u2019, \u2018highest-rated product for x\u2019, \u2018best provider for x\u2019). Are customers finding the right answers?<\/p>\n

\n\tCX design questions to ask:<\/strong><\/h4>\n