85.7% of Germans shop online more than once a month. In advance, they often unconsciously reach for their cell phones to find out about an item of clothing, a trip, or other offers. In each case, this is triggered by a micro-moment.
Mobile commerce in vogue
Smartphones and tablets have significantly changed the way we use the Internet. Until a few years ago, to access the web we first had to boot up our computer. Today, we are always online, wherever we are. It’s no wonder that around 50% of online orders are made on mobile. (Source: Salesforce “Shopping Index” study)
At this very moment
When your customers are looking for answers online, it can pay off for brands to have them ready. And it’s best to do so as quickly as possible. Short-term responsiveness to customer needs is now more important than a long-term strategy.
A micro-moment is that millisecond in which we consciously or unconsciously reach for our mobile device. Not to make a call, but to find out more about a particular brand or product.
This one moment offers companies the opportunity to interact with consumers and influence the decision-making process at this important moment in the cycle.
Insofar as you as a marketer want to better understand customers and meet their expectations, a deeper understanding of micro-moments is critical.