We are all familiar with the difference between using a desktop and a mobile device. Both display digital media on the internet, enabling us to view email, interact with social media, search for websites, listen to the radio, and watch television. As Wi-Fi became more accessible in public and more compact laptops, tablets, and smartphones made access to the internet more portable; we began using these devices throughout the day and from many locations. Smaller devices have increased the need for scalable design. What works great on a 17” screen with a keyboard or mouse, loses effectiveness on an often smaller, touchscreen device.
Design needs to work within a defined space by being easily navigated through swipes, pinches, zooms, and clicks. This intimately touchable area may only be 4” and needs to react to brief and deliberate fingertip contact to grab viewers’ emotions and awareness in a minuscule time frame. If a touchscreen requires multiple attempts to change pages or views, the visitor is frustrated and moves on to a more friendly design. The correct reaction slows the consumer down to focus on getting to know your site better. Mobile design is like a series of blind dates and the one with the best first impression wins every time.
What are Micro-Moments?
In the last few years, the sheer volume of online content has caused consumers to resort to scanning the bulk of this media looking for something to almost leap off the page and grab their attention. A new term has been coined in the industry to describe the intense moment of sudden interest: Micro-moments. These tiny moments of time are almost a subconscious reflex reaction. They are happening most often throughout the day on convenient, handheld smartphones. Customers are searching the web while standing in line at the store, stuck in traffic, or walking the dog. Their attention is already divided and you have to reach out and snag it.
How to Master the Moments
What are the ingredients to the perfect micro-moment? You have about one minute to get it right. Know your users intent and be in the right place at the most opportune time. This requires an extremely focused campaign, PPC advertising, and paid social media posts to find your target audience. Then you’ll need the perfect image, call to action, and placement on the page. Continue to test and review results because they are ever evolving. When it comes to video, micro-moments can last as long as four minutes. Your goal is to connect in the briefest time possible but still evoke that emotional reflexive response.
Advice to Business Owners
It is important to have a team, whether internal or external, with a plan to test and monitor results to optimize your websites, user experience, and ads. If not, you risk losing traffic and customers. Always be up to date on your business, marketing, mobile design and technology.
Solis, B., 2015. The New Moment of Truth: Google’s Micro-Moments Reshape the Marketing Funnel, Best Practices: 10 Ways Marketers Can Compete for Micro-Moments
Scheimer, M. 2015. Marketing, social media, and startups on a budget, digital marketing 2016: Five Areas of Focus, http://www.myfrugalbusiness.com/2015/11/digital-marketing-2016-mike-schiemer.html
Think with Google, 2015. An Introduction to Micro-Moments: What We’ve Learned, https://www.thinkwithgoogle.com/collections/micromoments.html