Author : Vikas Kumar
Director - Customer Experience, Espire | Sitecore MVP 2021
28/Feb/2019

Vikas is a Sitecore MVP who heads the Digital Experience Platform (DXP) initiatives at Espire. A skilled craftsman in competency building, Vikas is a go-to-CMS expert, known for designing & developing best practices, that consistently transforms digital journey for clients.


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.

MORE FROM OUR BLOGS

Delivering Consistent And Compelling Customer Communication With Self Serve Communication Portal

Delivering Consistent And Compelling Customer Communication With Self Serve Communication Portal

Supporting & Building Digital Solutions for Improving Customer Experience

Espire upgraded their existing corporate website to Sitecore version 9.1 for streamlining navigation issues, upgraded their E-commerce platform for delivering personalized customer experiences, deployed Sitecore technical enhancements to improve development process like refactoring, Unicorn, Glass mapper and T4templates, Search etc

A Leading Offender Management Software Solution Provider Gains the Competitive Edge of Agility

The client is a leading provider of offender management product, catering to the Governments sector mainly to Canada, USA and UK. With the aim of becoming agile by automating the internal processes and modernizing the systems, the client decided to develop an application to assess their end-client’s business process environment.

Powering Digital Transformation by revamping Quote & Buy process for a UK based leading Insurance company

Espire enhanced the existing Digital Transformation Journey using Umbraco CMS,Designed and implemented Umbraco based system for content management of the forms and modules

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.

Leveraging composable architecture to drive unforgettable digital experiences

A composable architecture allows the application to adapt to the speed of business while enhancing responsiveness and scalability, paving the way towards driving greater business growth. In our latest blog, we share the benefits of leveraging a composable microservices-led architecture for business applications.

Top 10 strategic technology trends for 2023 by gartner Part2

In our first blog on Top 10 Strategic Technology Trends for 2023 by Gartner, we had discussed the top 5 technology trends that will enable businesses to offer customized experiences to the end users for better engagement, ROI, conversion, and sales. As a concluding part of this 2 series blog, we will enlist and discuss the next 5 disruptive tech trends to be witnessed in 2023 such as Wireless value realization, Superapps, Adaptive AI, Metaverse and Sustainable technology.

Top 10 strategic technology trends for 2023 by gartner Part1

The pace of change is accelerating, driven by emerging technologies such as artificial intelligence, the Internet of Things, big data and blockchain-all of which are changing how we work, live, and manage our businesses. In this blog, Part 1 of the top 10 strategic technology trends for 2023, we will be exploring the top 5 trends identified by Gartner, which can significantly contribute to your success story.

Agile tech solutions and agile mindset foundation of future ready and resilient businesses

The Agile technologies help employees become self-sufficient and motivated to work more collaboratively & deliver ROI-driven solutions while eliminating the constant need for supervision and micro-management to achieve goals.

Role of data analytics to drive customer acquisition and maximize return on campaigns

Creating a customer-centric digital marketing strategy that accurately targets and addresses your customers’ needs is essential for any business. However, this can be challenging when you lack the right tools and data to help you do it. In this article, we’ll be focusing on how you can use data analytics in your digital marketing efforts to acquire new customers and retain current ones.

Subscribe To Our Blog

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

global-locations

12

+

Global Locations

global-services

100

+

Global Customers Served

resources-certified

1200

+

Resources

technology-partnerships

30

+

Technology Partnerships

years-of-experience

20

+

Years of Experience in Digital Transformation & Total Experience

Speak to Our Digital Transformation Specialists

Let's get you started on the digital-first & transformation journey. Reserve your free consultation or a demo today!