Importance of Being There: Micro Moments for the Home Brand
October 2, 2017
As published in Atlanta Business Chronicle.
Like the process of remodeling a home, it starts with emotion and never ends. Maybe it’s the tired, sweaty man push-mowing his vast, hilly lawn who cannot take another sneeze or muscle ache. He’s had it, so he realizes it’s time to invest in a riding mower and reaches for the phone in his back pocket.
It could be the millennial first-time home owners who get happy news and need to turn their home office into a nursery. Suddenly, paint becomes top of mind. Because it’s for baby’s room, they might search online for the best brands offering low VOC products.
Those “I-Want-To-Buy-It Moments” or “micro-moments” are happening on the fly. As defined by Google, micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.
The confluence of typical Cultural influences (parents, peers), Marketing influences (advertising, brand awareness) and Situational Influences (life change, emergency) and the proliferation of hand-held devices while shopping, means brands must understand these influences to harness them to yield intentional strategies. When your customer is ready to watch how-to videos, read product reviews, place orders or visit the nearest store, you need to be top of mind and top of the search rankings.
There are three musts:
- Become there.
- Be useful
- Be accountable.
If you do not, customers will move right past you.
Marketers have to be nimble. It means understanding how people decide to look up products. Are they on YouTube? Pinterest? Instagram? Of smartphone shoppers who are buying home and garden products, 78% expect a retailer to offer multiple ways to purchase with mobile: online, buy-online-pickup-in store, or buy-in-store to ship home. According to the Google/Euromonitor International Micro-Moments Survey, 66% would buy more frequently on their smartphone if there was a simple option at checkout.
Being useful means at the pivotal moment, your brand can help the customer. Are there deals to be downloaded or overnight delivery? Whatever the prompt, manipulating search requires the right tools to push brands to the front of the consumer because it provides insight to where the consumer goes for information.
Being accountable requires marketers to create a seamless customer experience across all screens and channels, and measure collective impact about them. Sometimes this means complementary, multichannel presence at a high visibility moment. With their first Super Bowl television ad, 84 Lumber, needed to be right in front of millions of viewers who would also likely have other devices nearby while watching. The Super Bowl commercial and their supporting multichannel campaign achieved the end goal— dramatically increasing brand awareness. At the end of 90 days, their click-through-rate (CTR) was 142% higher and their average costper-click (CPC) was 20% lower than 84 Lumber’s previous campaigns.
“What is 84 Lumber” was the fourth-ranked Google search query during the Super Bowl, and the brand name remained a popular query after the game as well. Within 72 hours of the Super Bowl, the full-length version of 84 Lumber’s commercial, “The Entire Journey” ranked 7th on YouTube AdBlitz and was the most viewed video on all of YouTube.
But you don’t have to run a Super Bowl campaign to capture attention. Micro moments occur millions of times a day. According to the mobile phone behavior research company Dscout, the average American touches their phone 2,617 times a day, totaling 145 minutes of active engagement.
In micro-moments, consumers want what they want when they want it (likely now!) Your brand better be there, be useful and be accountable if you want to deliver.