Author : Vikas Jamwal
Global Delivery Head - DXM & AMS

Vikas leads the delivery organization of Digital Content Management & Application Management. He drives digital transformation services at Espire, with focus on customer experience & delivery excellence. Vikas' responsibilities include defining best practices for project & process effectiveness, with emphasis on delivery of projects that strictly adhere to client objectives, budgets and timelines.

Leveraging micro-moments to stay relevant with your prospects

"I want it now."

"I want it right, and I want it right away."

We often hear these statements with consumers being more impatient and demanding. Consumer behavior has seen a tremendous shift and hence brands need to capture the attention of customers across the entire customer journey. This behavioral change is a result of the massive dispersion of technology and increasing access to information.

What are micro-moments?

Google explains micro-moments as an intent-rich moment when a person turns to a device to act on a need – to know, go, do or buy. In short, a window of opportunity when decisions are made, and preferences are shaped. These moments occur when people turn to their devices to learn about something, to discover, watch or buy something. With the booming popularity of smartphones, it has put tremendous pressure on brands to deliver exactly what consumers are looking for and when they are looking for it.

Think with Google has defined and categorized these moments as the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments - that really matter as they are turning out be game changers.

There are now hundreds of these micro moments that happen every day while customers scrolling through web pages, watching videos or sending online messages. Being present in all these moments to capture the customer's attention is a necessity for brands in the digital age.

Here's why:

According to research findings from Google, nearly 69% leisure travelers use their smartphones to look for travel ideas in their free moments. While 82% use their phones during their purchase in the super store and one in ten of those end up buying something else than what they were looking for in the first place.

Customers are no more rigid to opt for a brand with the huge spectrum of choices they have and are looking for services that interests them. Hence, whether it is a smartphone, or a computer device - a robust web content management strategy needs to be in place. Customers need to be provided with hyper-personalized content with the help of user data through out their journey. A brand needs to be there either via organic effort or a paid marketing campaign to a stand a chance in converting prospects by leveraging the micro-moments.

Mobile First Strategy

To be successful as a brand, adopting a mobile first strategy is a must, when your customers are looking for information through your websites, social media channels, ad campaign, your blogs and posts. As a brand you need to grab the attention of the users during the four micro moments as mentioned above.

Impatient customers are unable to relate to a brand that does not keep up with their needs, choices and interests. While you realize the importance of micro-moments, your strategy should be aligned to create an impact on the prospect's mind across the journey. Introduced back in 2015, the concept of micro-moments has not yet been truly leveraged by most brands and are missing out on moments that truly matter.


Designed a Centralized Content Management System for a Leading UK-based Staffing Business

A leading Global Talent Acquisition and Managed Workforce Solutions provider in the UK, needed support to centralize its content management for the 22+ acquired brands and required a simplified process for posting job openings & deploying regular enhancements for content management. Espire considering the challenges, reimplemented the front-end design framework for better performance, security and SEO optimization. We also redesigned the cloud architecture on Microsoft Azure to support constant enhancements required to centralize & manage enterprise & localized content. 

Design & Development of a Responsive SharePoint Website For the holding company of Singapore’s public healthcare providers

The client manages the public healthcare system to ensure that good and affordable basic medical services are available to all Singaporeans.

Enhanced digital customer experiences for a leading Singapore headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla they required a strategic technology partner to revamp the website, improve content delivery and website navigation with needed to map customer journey and access visitor analytics efficiently

Optimized data and content management with Azure-based solutions for a leading Singapore-headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla. They required a strategic technology partner to carry out Azure migration and eliminate on-premise hosting environment. They also needed managed support services for monitoring website up-time and efficient incident management.

Designed a DXP Platform to Enhance CX for a UK-based Integrated Marketing & Communications Company

A leading UK-based integrated marketing & communications company which assists businesses in brand deployment, digital transformation, marketing communications and driving customer experience across all digital channels, One of the primary challenge sighted by the client was an absence of an Intranet Portal, which would act as a scalable DXP solution to onboard as many clients as needed

Sitecore composable dxp multiexperience solutions for driving greater business outcomes

Espire is helping leading brands deploy Sitecore Composable DXP to deliver multiexperience and total experience solutions at scale. Sitecore is constantly adding cutting-edge tools and technologies to give marketers and developers the flexibility to compose their DXP platform to deliver total experience solutions at scale. Enterprises are prioritizing their move towards delivering multiexperience solutions to drive impeccable staff and customer experience.

Sitecore ordercloud top features and benefits for driving exceptional digital experiences

Sitecore’s OrderCloud is an API-first headless cloud platform which empowers brands to streamline key business operations like efficient order management, marketplace application integration and driving eCommerce experiences for customers. It seamlessly integrates with your brand’s existing technology stack to drive targeted customer communications and digital experiences across multiple touchpoints

Searchstax and sitecore the top integration benefits for search optimization and personalization

SearchStax can be seamlessly integrated across the multiple versions of Sitecore, which enables brands to drive exceptional digital experiences with enhanced search optimization and personalization. Search Engine Optimization has emerged as a key marketing goal for brands to spread the word about their service offerings and acquire new customers

Sitecore composable dxp future proof your business with end to end digital experiences

Marketing strategies in 2022 and beyond would be focused on seamless integration of technology platforms, cloud adoption and upgrading the tech stack for greater agility and resilience. Sitecore Composable DXP has emerged as a leading Digital Experience Platform for brands to drive impeccable digital experiences at scale

Top 5 considerations before choosing a content management system to drive memorable experiences

With the right CMS, businesses can optimize, manage and publish content on all digital screens from a single, centralized content hub to provide a seamless customer experience on their preferred customer platform. Brands should focus on delivering a consistent brand experience across various touchpoints to remain ahead of their competitors

Subscribe To Our Blog

By clicking on "SUBSCRIBE NOW" you acknowledge having read our Privacy Notice.