Micro-moment… What?
A micro-moment represents the elements of a very compact and fast purchasing decision-making process. Consumers today...
Google defines a micro-moment as an “intense moment in which a person uses a device to act based on a need to know, go, do, or buy.” A micro-moment represents the elements of a very compact and fast purchasing decision-making process. Consumers today turn to a mobile device (cell phone, tablet, etc.) to find what they want, when they want it, and they feel more attracted to brands that satisfy these needs.**
The four moments -the decision points- of the micro-moments that really matter according to Google, are these:
- I Want to Know moments: When someone is exploring or researching, but does not necessarily have purchasing intentions.
- I Want to Go Moments: When someone is looking for a local business. Or when you are considering purchasing a product from a store near you.
- I Want To Do Moments: When someone needs help completing a task or activity. Also when you want to try something new.
- I Want to Buy moments: When someone is ready to make a purchase and may need help deciding what to buy, how and where to buy it.
“The battle for hearts, minds and dollars, today is won or lost in micro-moments”
-Google. Previously, research described people as connecting to the internet. Today they are described as if we LIVE in it. Think about the fact that new generations have never been offline. They have lived their entire lives with access to the internet and devices. Which means that, for them, the answers come immediately, they are used to it. In the field of health, smart device users obtain health-relevant information through their phones at that speed. Which means that as a health expert you have to be there and get ahead of these micro moments, commit to being there when they happen. Provide a digital experience relevant to the needs of the moment and quickly contact people to offer the answer they are looking for.** To bring all this together, you need to create a consistent experience across all your communication channels, both on pages and devices. And measure their collective impact. As health experts, this same process is what our patients go through when making the decision of which doctor to go to? It is important that we take steps to address this information if we want to remain relevant. Think about it for a moment. When the message we send meets the moment of need, communication takes advantage of the power of the micro-moment.
