When Micro-moments Deliver Big ROI
Today, we glance, gawk and stare at our smartphones all day — from the moment we wake up to the time we fall asleep. Whether we’re checking the news our Instagram, or the weather, we look at our phones 30 times a day, while Millennials look upwards of 150 times each day.
And in these brief, but frequent, interactions with our mobile devices — also known as “micro-moments” — we make lots of little decisions about what we want to know, see or buy.
That means brands that want to stand out will need to seize these individual micro-moments — and fast. When they do, they’ll capture their audience’s attention and deliver valuable, engaging and timely experiences at every micro-moment.
Adopt a “Near Me” Strategy
Back in 2015, Google reported that searches featuring the words “near me” or “nearby” had doubled in a single year. Now, it seems consumers are dropping these location-based descriptions. But this isn’t a sign that location no longer matters; instead, it suggests that consumers now assume that their search results will be automatically tailored to where they are.
That’s why today, having a “near me” marketing strategy isn’t just useful — it’s imperative. When consumers pick up their mobile devices to find a nearby bar or the closest grocery store, brands need to be ready to respond. With a location-based marketing strategy, advertisers can speak directly to consumers searching for the products or services they offer just around the corner.
They can even get creative with their ads to encourage consumers in the neighborhood to stop by. A QSR brand, for example, can target a hungry consumer looking for some lunch by sending him a picture of that day’s special. The brand can even give the consumer a practical map that shows him how to get there as quickly as possible.
Help Out in a Moment of Need
One harsh winter, hotel chain Red Roof Inn discovered that between 2 and 3 percent of flights were getting cancelled, leaving some 90,000 passengers stranded at airports. With locations near airports across the country, the brand decided to capitalize on each micro-moment — the instant a stranded traveler reached for the phone to find a place to sleep — by inviting them to book a room nearby. The result? A 60 percent increase in bookings across non-brand campaigns.