Cennos, Inc.
  • Core Services
    • Product Content
    • Imaging
    • Editorial Content
  • Advanced Services
    • Paid Marketing and Analytics
    • Price Matching Market Research
    • Invoice Reconciliation
    • Dedicated Project Consultant
  • Who We Are
  • Contact
  • Particles
  • Core Services
    • Product Content
    • Imaging
    • Editorial Content
  • Advanced Services
    • Paid Marketing and Analytics
    • Price Matching Market Research
    • Invoice Reconciliation
    • Dedicated Project Consultant
  • Who We Are
  • Contact
  • Particles

Micro Moments: The Fleeting Blips in Time

3/1/2018

0 Comments

 
The connection between human psychology and consumer decision-making dates back nearly to the beginning of commerce, so it’s no surprise that as consumption increases and competition for buyers flourishes, merchants are in a position to drill down to detail and understand two dynamics: first, what makes buyers tick? And second, how can we cash in on that?

Meeting expectations, marketers in the digital age have tackled these questions and come up with a catchy term. “Micro moments” is a phrase they use to capture the brief moment in time your product or service may cross the radar screen of a potential buyer. Virtually drenched with information and choices, consumers are overwhelmed to the point of tuning out, but as buying is a basic need, they leave open short windows of opportunity.
​
How does the 21st century ecommerce merchant respond to this phenomenon? The answer is complex, and yet somewhat simple. Enter Google, the premiere search platform that has all but left competitors in the dust over the last decade or two. Through its AdWords feature, Google targets sellers, luring them with updated offerings that beef up product placement opportunities based on what shoppers are seeking. AdWords, as explained here, is an auction-based platform for delivering search results based on criteria supplied by advertisers.
Picture
The micro moment

Google has determined that consumer habits increasingly coincide with increased time spent on devices, such as smart phones, tablets, and personal digital assistants. Perhaps unsurprisingly, consumers are human beings, and their interface with these devices is decidedly human. Surveys show that the term “best” has grown exponentially in searches for products. Clearly shoppers are turning to search platforms for advice. Perhaps they intuitively know the results could reflect quantitative values and not a robotic artificial intelligence. Either way, they are on board with using this technology for its maximum return.

In this context, micro moments become more pivotal as a marketing strategy. Understanding that an opportunity may be fleeting, experts stress the importance of making words count. Try not to experiment with different phrasings, but choose a vernacular that’s likely to result in search hits and, ultimately, sales.

Google sweetens the pot with features such as promotion extensions, which make it easy for users to update their ad spots without needing to build an additional ad. Showcase shopping ads allow users to create a pop-up or drop-down menu of related products that will appear next to an item chosen by a shopper, and finally, Google has unleashed a bevy of technical fixes and improvements to improve the shopper’s experience and enrich the merchants’ bottom lines.
 
Words matter

At the heart of the micro moment concept is attention span, and the need to make the most of your individual words. Though it may fly in the face of past conventional wisdom, marketing gurus suggest focusing on words that relay a value to the consumer rather than qualities of the product. This is a roundabout way of establishing your brand as being important and valuable to the consumer. At the end of the day, experts believe, this is a way to confront the “micro moments” limitations that mean increasingly less attention shoppers will devote to your message.
​
Brick-and-mortar vendors have their own challenges that come with an overdose of stimuli that leads to shopping fatigue. They deal with them respectively. But as a merchant operating in cyberspace, your opportunities are both more challenging and more amenable to solutions. Your ultimate goal as an ecommerce player is to matter to enough potential buyers that you’ll remain relevant. If that means studying consumer psychology and experimenting with varying terminology, so be it. The beauty of ecommerce is its changeability and opportunities for quick fixes.
0 Comments



Leave a Reply.

    Archives

    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    July 2016
    May 2016
    April 2016
    February 2016
    January 2016
    December 2015
    November 2015

    Categories

    All
    Accessibility
    Ads
    Amazon
    Analytics
    Best Practices
    Branding
    By Alexa
    By Jan
    By Jessie
    By Joe
    By John
    Chatbots
    Color Of The Year
    Content Marketing
    COVID19
    Data Protection
    Decor
    Digital Marketing
    Eco-friendly
    Ecommerce
    Editorial Services
    Email Marketing
    Facebook
    Google
    Holidays
    Instagram
    IRCE
    Las Vegas Market
    Misc
    Outsourcing
    Pantone
    PayPal
    Pinterest
    Productivity
    Product Services
    Q&A
    Seo
    Shopify
    Shopping Cart
    Social Media
    Social Media Marketing
    Style Spotlight
    Tips And Tricks
    Tools
    Trends
    Twitter
    Voice Search

Core Services
Advanced Services
About Cennos
Blog: Particles
​
Contact
© COPYRIGHT 2020. ALL RIGHTS RESERVED.