Before we talk about how performance marketing and micro-moments work together, there’s something we need to understand first: Life isn't about things — it’s about moments
Google recognised this very early on and incorporated it into its search functionality, ultimately influencing digital marketing as we know it and the thriving m-commerce environment.
This was because the search engine understood the change in consumer behaviour when it comes to media consumption — in particular, how consumers intentionally turn to their mobiles to act on a clearly defined need
So how do these micro-moments work and how do they align with performance marketing? media update’s
Maryna Steyn spills the beans.
Micro-moments exist in the instances where people search for things to do, eat, shop or know
. Individuals searching for these topics are already in the market for a particular product or service, so they don’t need lead nurturing and hours of relationship building to convert.
But what it does
need is a clear understanding of who the audience is and what their needs are. For example, if a person living in Cape Town is searching for “food places near me”, the individual will already be hungry (their need) and their location data will show that they are in the Green Point area.
‘Think with Google’ has a good way of illustrating this in the below video:
Digital marketing for micro-moments
The key to targeting these micro-moments in your digital marketing is to research your customer needs and understand who they, as the consumer, are.
Your brand needs to identify which moments exist where your product or service is used, and in what related ways they are being used. This helps brands direct their strategies to achieve their goals (of getting more lead conversions).
You can ask yourself the following questions to identify the five key micro moments
that your brand can tap into:
- What / which product / service is most suitable?
- Is it suitable for the customer’s needs?
- Does the price tag fit into my budget?
- Where is the supplier / service provider I should support
- Is this purchase a bargain?
These answers will empower you, as a digital marketer, to improve your audience targeting. It will assist you in identifying better keywords to help with SEO and developing stronger, more successful ad campaigns.
With tools such as Google Ads
, parts of the marketing efforts can be automated as the targeted ad campaigns appear when specific keywords are searched for. What is more, these ads steer users in the direction of the right landing page on your website. See why a landing page is so important?
Where performance marketing comes in
Performance marketing is a great way to ensure that both the brand and the marketer wins. Having a way to prove that your agency’s work actually does well will ensure your client’s satisfaction with your offering.
On the other hand, you show just how invaluable your services are when you are able to prove that what you do is working.
Now, you may be wondering, what does digital marketing for micro-moments have to do with performance marketing?
Well, more than you think!
Marketing for these moments automatically leads to better results in lead generation. Additionally, marketers have a way of measuring the performance of their efforts, and can collect tangible data that will influence future marketing decisions.
Micro-moments are so important for consumers — especially since they are associated with an emotional charge. By creating a digital marketing ad campaign that draws on micro-moments, your agency has the opportunity to show how well these two work together. Performance is enhanced through this improved method of audience targeting, which, in turn, provides data to prove performance.
The perfect match, isn't it?
Do your strategies include marketing for the micro-moment? Let us know in the comments below.
*Image courtesy of Canva