At BTI, each month is a journey of growth and celebration. Last month was no exception, brimming with moments that highlighted our commitment to staying ahead of industry trends, valuing our incredible team, and gearing up for a momentous celebration.
Micro-Moments: Moments that Truly Matter
It’s no secret that mobile interactions have changed the modern consumer’s behaviour. With powerful mini-computers in our pocket, we do much more than just sending messages and calling friends. About 68% of smartphone users say they check their phone within 15 minutes of waking up in the morning, and 30% admit they actually get “anxious” when they don’t have their phone with them. In many countries, including the U.S., more searches take place on mobile devices than on computers. We turn to our phones with intent: to learn more. There are moments when we need answers, and we need them now. In 2015, Google labelled these moments as “Micro-Moments”.
Micro-Moment – An intent rich moment when a person turns to a device to act on a need – to know, to go, to do, or to buy.
- I Want to Know – consumers who are exploring or purchasing but aren’t quite in “ready to buy” mode
- I Want to Go – when a consumer is looking for information about a nearby business or considering a purchase at a nearby store
- I Want to Do – consumers needing assistance in completing a task or trying something new
- I Want to Buy – consumers ready to make a purchase but needing help with deciding what to buy or how to buy it
These are game changing moments for both consumers and brands. In these intent-rich moments when consumers turn to their devices, decisions are made and preferences are shaped. These are the moments when customers’ expectations from brands are much higher than ever. The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers’ needs in these Micro-Moments.
- Be There: Being available and optimized on mobile is imperative to shape decisions and preference. It’s been found that 51% of smartphone users have discovered a new company or product when conducting a search. It is extremely important for a brand to show up in top search results. Think of most-searched-for topics for your brand and boost your SEO game.
- Be Useful: If your content isn’t useful for your consumers in the moment, not only will consumers move on, they might not ever come back. 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand. Whether it is baking cookies or buying a home, make sure your content is useful when people come to your brand on mobile mid-task. Create snackable content, how-to videos, and offer information rather than pushing a sale.
- Be Quick: Consumers expect brands to move at lightning speed when they are looking for information in their intent rich moments. 29% of smartphone users will immediately switch to another site or app they can’t find information or the site is too slow. Anticipate their needs, eliminate unwanted steps and provide a quick and seamless digital experience to your customers.
- Utility Trumps Novelty: In order to stand out in the market, brands often want to be the first to do something new, and they want it to be amazing. But more often, what really matters to consumers and business’ bottom line isn’t the novelty of your campaign but rather, the utility of your content.
Want to learn more about optimizing your brand’s digital experience for Micro-Moments? Get in touch with the team, we’d love to chat.
- CMS – “A constant flow of new content”
- The key behind every living, breathing webpage, is a solid CMS in the background. A CMS, short for “content management system”, is a dashboard for the end-user to add content to their website. A CMS makes it easy to upload content and accompany it with the necessary links, tabs, references, or visual aids. The CMS streamlines the process from conceptualization to publishing content to your website, while also providing fields and reminders to include elements to meet best standards for web and SEO. By making sure you have a straightforward CMS to publish to your site, you can ensure the free flow of unique content to your site, as anyone on your team can contribute and publish content themselves.
- A CMS encourages regular posting of fresh content. This contributes to your SEO and overall domain authority, making for a stronger call to prospective clients searching for relevant keywords online.
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