The New Battleground for Brands

While conducting some research for a positioning and company naming project in 2017, I came across Google’s theory on micro-moments and I quickly became convinced that those brands that win the moment will not only win the battle, but will win the war against their competitors. Below is a brief overview of the micro-moments concept.

So what is a micro-moment?

Google defines it as an intent-rich moment when a person turns to a device to act on a need—to know, go, do or buy. In these moments, consumers want what they want, when they want it—and they’re drawn to brands that deliver on their needs. The four most important battle-worthy moments are:

I-want-to-know moments – When someone is exploring or researching, but is not necessarily in purchase mode.

I-want-to-go-moments – When someone is looking for a local business or is considering buying a product at a nearby retailer.

I-want-to-do moments – When someone wants help completing a task or trying something new.

I-want-to-buy moments – When someone is ready to make a purchase and may need help deciding what to buy or how to buy it.

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So how does a brand succeed in a micro-moment world?

Here are the essential, high-level strategies:

Be There – You’ve got to anticipate the micro-moments for users in your industry, and then commit to being there to help when those moments occur.

Be Useful – You’ve got to be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for.

Be Quick – They’re called micro-moments for a reason. It’s an on-demand world so you need to deliver immediately.  

Be Accountable – Create a seamless customer experience across all devices and channels and measure the collective impact.