The evolution of consumer behaviour in the digital age is forcing businesses to adapt swiftly with their marketing strategies or risk losing out. Micro marketing is turning out to be a different methodology to grab customer’s attention.

A concept introduced by Google in 2015, micro-moments refer to when people turn to a digital device to learn, do, watch, buy or discover something.

Capturing attention

The battle to capture consumers’ attention today is increasingly fought in micro-moments, insists Saurabh Mathur, Head — Strategy Planning, VMLY&R, a global marketing agency.

Outlining the four distinct types of moments which significantly impact a consumer journey, Mathur says Google has labelled these micro-moments the ‘I want to know’ moments, ‘I want to go’ moments, ‘I want to do’ moments and ‘I want to buy’ moments”.

‘Moment marketing’

According to an Omidyar Network study, Indians on an average tend to spend three hours a day on their smartphones. With mobile turning out to be the most dominated medium this year, experts say it is set to change the way brands will work to capture buyers attention.

Mathur points out that moment marketing, or “mapping a consumer’s journey, and taking note of all the spaces a brand could own, is incredibly important. The earlier a brand is able to enter a consumer’s journey, the more recall it will have.

For FMCG brands in particular, marketers need to “move the conversation away from which product consumers should buy, to the importance of using that product, so that the brand can be present through their entire journey, from research all the way to the decision to buy,” says Mathur.

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