![\"Mico](\"https:\/\/leap.staging.ribbitt.com\/wp-content\/uploads\/sites\/4\/2022\/08\/micro-is-massive.jpg\")
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\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":" Remember when we all looked for the big opportunity to reach a massive audience with a single brand message? We searched for the Super Bowl ad opportunity\u2026<\/p>\n","protected":false},"author":43,"featured_media":1863,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[53,59],"issue":[17],"collection":[],"class_list":["post-1862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-audience-intelligence","tag-search","issue-the-coming-together-of-search-social"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/posts\/1862","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/comments?post=1862"}],"version-history":[{"count":0,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/posts\/1862\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/media\/1863"}],"wp:attachment":[{"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/media?parent=1862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/categories?post=1862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/tags?post=1862"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/issue?post=1862"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/leap-group\/wp-json\/wp\/v2\/collection?post=1862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nR<\/span>emember when we all looked for the big opportunity
\nto reach a massive audience with a single brand
\nmessage? We searched for the Super Bowl ad
\nopportunity that would engage the masses and guide them to
\nour products and services. It was the big bang theory of our
\nbrand universe. Well, like most things in the marketing and
\nadvertising world, that\u2019s all changed. Now it\u2019s just as important
\nfor our brands to be engaged in what Google has dubbed,
\n\u201cmicro-moments\u201d. Now micro is massive.
\n<\/p>\n
\nMicro-moments are those intent-driven impulse actions we
\nnow take because we can. Mobile has changed our lives and
\nour expectations of brands. When we find ourselves wanting to
\nknow something, needing something, going someplace,
\nor experiencing some activity, we are now equipped for instant
\ngratification. Brands must understand this and strategize to
\ncapitalize in the moment. The consumer journey is now a
\nseries of intent-driven micro-moments, and we act
\non impulse.
\n<\/p>\n
<\/p>\n
<\/p>\nMicro-Moments<\/h2>\n
<\/p>\n
\n
\n I want to know Moments
\n <\/span>
\n <\/li>\n
\n
\n I want to go Moments
\n <\/span>
\n <\/li>\n
\n
\n I want to do Moments
\n <\/span>
\n <\/li>\n
\n
\n I want to buy Moments
\n <\/span>
\n <\/li>\nImmediate Action<\/div>\n
<\/p>\n
\nWhen consumers find themselves in the moment, they take
\nimmediate action no matter where they are or what time it
\nmay be. Smartphones allow us to act on any impulse at any
\ntime. We take immediate action whenever we want to learn,
\nfind, do or buy something. For brands to thrive in this environment,
\nthey need to plan.
\n<\/p>\n
\nBrands that take the likely scenarios in which consumers
\nwill need them into account, will win with mobile. Anticipating
\nneed and following a planned strategy to meet people
\nwhere they are with useful content in meaningful situations
\nguides keywords, influencer relationships, search
\nstrategies, mobile user experience, simplified ecommerce
\nexperiences and more.
\n<\/p>\nDemand for Relevance<\/div>\n
<\/p>\n
\nWhen we act on our needs in a micro-moment, our expectations
\nare high and our patience is low \u2013 quality, relevance,
\nand usefulness of marketing are more important than
\never. Rethinking where and how your brand can be found
\nis fundamental, and having the right thing to say can be
\ncomplicated. Your message, your content, and your level of
\nhelpfulness must all be calculated to provide your brand the
\nbest chance to be selected in a micro-moment.
\n<\/p>\nLoyal to Needs<\/div>\n
<\/p>\n
\nAs consumers, the micro-moments we experience and
\nthe brands that accommodate our \u201cin the moment\u201d needs
\nshape our preferences and purchases. Ultimately, the
\nbrands that do the best job of addressing our needs will
\nwin. This has always been true; however, the rules of the
\ngame have changed and the pace of interaction is now
\nlightning fast.
\n<\/p>\n
\nThe time it takes for a consumer to go through the purchase
\nfunnel has also increased. A shortened sales cycle is
\ngood news.
\n<\/p>\nMap Out Moments<\/div>\n
<\/p>\n
\nTake a hard look at your products and services, and map out
\nthe moments in all phases of the consumer journey
\nwhere micro-moments may occur. When would consumers
\nwant to find inspiration from or about your products, make a
\nquick purchase, or follow your lead?
\n<\/p>\nThink Context<\/div>\n
<\/p>\n
\nUse the context of time and location to deliver experiences
\nin real-time that seem like they are perfect for the moment
\nyour consumer is experiencing. Tell them about the free
\nappetizer at lunchtime as they\u2019re walking past your restaurant
\nat noon.
\n<\/p>\nMeasure Micro-Moments That Matter<\/div>\n
<\/p>\n
\nUse analytics to measure the performance of your brand
\non mobile. Micro-moment engagement is not always easily
\nmeasurable, but you can use your moment map to identify
\nindicators of usage in the moment. From that work information,
\ncredible estimates can be made to indicate return
\non investment.
\n<\/p>\n
<\/p>\n
<\/p>\nThe Four Steps to
\nMicro-Moment Success<\/h2>\n
\nAs consumers continue the shift to mobile, and
\nexpectations for meeting needs in the moment
\ncontinue to rise, use these four simple steps
\nrecommended by Google to put you on the path
\nto winning the micro-moment.
\n<\/p>\nBe There<\/h3>\n
\nBeing there on mobile, and being there with an
\nexperience designed specifically for mobile, is key to
\nshaping decisions and preferences.
\n<\/p>\nBe Useful<\/h3>\n
\nConsumers move on quickly and you have a brief
\nmoment to catch them. If you aren\u2019t useful in the
\nmoment, consumers are likely to move on.
\n<\/p>\nBe Quick<\/h3>\n
\nConsumers won\u2019t wait for content to load, or navigation
\nthey have to dig through. They expect to move
\nfast and experience instant gratification.
\n<\/p>\nConnect the Dots<\/h3>\n
\nYou don\u2019t have mobile customers and desktop
\ncustomers. You just have customers. Organize your
\nteams around a single view of the customer, however
\nthey convert.
\n<\/p>\n