Paradigm recently attended “The future of Marketing,” a seminar in Gothenburg headlined by Google. One interesting question Google posed was, “Which companies will be most successful in the future?” Google believes it will be those that can provide the information that customers and prospects need at any given moment of the day.
The power has shifted radically to the consumer
Google’s research shows that consumer decisions don’t happen in a defined, logical order anymore. Instead, research is conducted in series of “micro-moments” throughout the day – waiting on line, riding the bus or during a lunch break. It’s in these “I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy” moments, when people turn to their phones, that decisions are made and impressions are formed. And in those moments, they expect brands to deliver. In fact, research shows that people are more loyal to their need in the moment than to any particular brand.
The new battleground for brands
Brands can identify micro-moments by recognizing those times when people have a particular type of need. Someone may need to learn something, another may need to get something done, and another still may need to buy something. It's about creating the content or tools to enable people to accomplish whatever they want in that particular moment.
In B2B especially there is a pre-conception that customers almost always do research on their work computers, which is not true. Just like any other consumer, B2B-buyers also commute to work and wait on line for coffee. They too get information via email, text messages, social media and Google searches.
Living in the micro-moment
The lesson is that the sooner you can expose your brand to a prospect or customer in these micro-moments, the more likely it is that you will convert them at the end of their journey. That means you must know what the intent of your customers and prospects is at different points of their decision-making journey and provide education on the solution they are asking about.
See Google’s micro-moments video below