Doing business is no longer about selling and making a profit. Today’s ever-active, tech-savvy customers decide how they want to interact with brands. Aggressive marketing tactics are a surefire way to drive customers away, but engaging with them where they want and when they want will help drive engagement.
Customers demand value and personalized experiences, and to their credit, companies go above and beyond to engage them, while building long-term relationships. Today, brands are actively using micro-moments to positively position themselves in the customer’s psyche, subtly nudging them to engage and eventually contribute to the bottom line.
These high-intention micro-moments or touchpoints, where customers want to fulfill an immediate need, undoubtedly offer endless opportunities to win a customer’s heart, mind, and wallet. For example, while booking airline tickets on a travel aggregator website, you may have received an email or a pop-up from a hotel chain stating: “We have noticed that you have booked tickets from destination A to B, and we have great deals for you to make your stay at destination B more comfortable.” THIS is the micro-moment in which the hospitality company engages to sell and nudge you into making a purchase with a personalized offer. Staying ahead of customer wants and anticipating their desires is where micro-moments cut through the clutter.
Use micro-moments to boost Consumer loyalty and income
Creation of several “aha!” moments, delighting customers when they least expect it, is a proven way to ensure they willingly repeat the behavior, even when the trigger is absent. Here’s an example: When my family and I were impacted by Covid-19, we used a leading food delivery app to place an “emergency Covid-19” priority order during quarantine. Not only did the order arrive in record time, but it was also followed by a well-worded email from their CEO with a get well message. Don’t worry, I’m their customer for life. This is, in my opinion, a great use of a micro-moment to build customer loyalty. And given how the pandemic is changing customer behavior, it presents many unique opportunities for businesses to shape change and maximize their brand awareness in the new normal.
Additionally, using strategic messaging and offers to monetize customer transactions is emerging as a great, non-intrusive way to increase revenue. For example, when a telecommunications company offers a customer a cheaper international calling package after observing that they make multiple international calls in a week, they are taking the opportunity to sell and monetize the micro-moment. If the customer buys the pack, three things are guaranteed: first, the company sells an add-on to the base product; second, they increase customer satisfaction by offering cheaper calls; and thirdly, because the customer now has an international calling plan, he is obliged to use it and can even increase the number of calls he makes. Overall, identifying the micro-moment has a significant and positive impact on the revenue of the telecommunications company.
Why Micro-moment engagement Will emerge as the preferred way to sell
The Covid-19 pandemic has disrupted our lives in unprecedented ways, and we are seeing significant evolution and (sometimes permanent) change in customer behavior. The rate of digital engagement is much higher, and the ability of brands to take advantage of this evolution is essential for sustained long-term growth. Engaging in micro-moment marketing is a definitive way to effect this change. Brands that reinforce positive beliefs, shape and support new habits with contextualized cues and personalized offers, align key messages with customer desires, and use technology to analyze customer behavior at a granular level, are the ones that will dominate the roost.
What’s fascinating and works in its favor is that while micro-moment marketing is aimed at instant gratification, it’s non-intrusive and non-pushy. Typically, monetization interactions are push-based and aim to grab customers’ attention by exposing them to a multitude of messages for your product or service. More often than you think, it’s a surefire way to “push off” the customer with constant, intrusive messaging. How many irrelevant promotional emails do you delete from your inbox each day? On the other hand, micro-moment marketing seeks to satisfy an already existing customer need and is much more likely to be used.
To make the most of this opportunity, it’s crucial to have the technology and systems that help you break out of the traditional linear sales funnel and use the millions of those micro-moments generated every day to showcase content. relevant. As more and more customers take the mobile-first approach, they leave behind a massive digital footprint and tons of data about their needs, wants, and preferences. This data, if mined accurately, with the right tools, will help businesses make hyper-personalized offers and stay on top of their game.
Monetizing such high-intent moments is a surefire way to satisfy a customer’s immediate need, show value, and build empathy, revenue, and your brand. It propagates an external approach to sales and marketing, invokes a deeper understanding of the customer journey and makes listening to them essential.
Micro-moments as a theme have existed throughout. What makes it more relevant today is the opportunity offered by customers who are now demanding more and more digital interactions. Businesses that recognize this trend, harness this ongoing shift in customer behavior, and engage with them to meet their needs on their preferred channel with a consultative approach are bound to remain competitive in the years to come.
DISCLAIMER: The opinions expressed are those of the author alone and ETBrandEquity.com does not necessarily endorse them. ETBrandEquity.com will not be liable for any damage caused to any person/organization directly or indirectly.