Micro- moments And Digital Marketing In UAE

With the smartphone becoming such an indispensable part of our lives, it has revolutionized consumer behaviour in the way we consume media and interact with brands.

The battle for winning (or losing) consumer interest and dollars is now fought through the phenomenon of micro-moments.

What is micro-moment marketing?

Micro-moment marketing is the latest addition to digital marketing jargon in UAE. They are essentially moments of decision-making and preference-shaping that occur throughout a consumer’s journey. Our days are filled with several of these moments between checking the time, texting and chatting with friends on social media. With the power to access information at any given second, it is important to be aware of these individual moments as they influence purchase decisions and are a crucial aspect of the consumer journey.

Mapping the consumer’s journey

So what does the consumer journey consist of? Let’s break it up into general stages. The first is when they’re just starting to consider a category or a product based on a desire. The second is when they’re evaluating various products and making comparisons. Third is when consumers make the purchase and the last stage consists of the time after the purchase.

At key moments along this journey, consumers demonstrate their intent very clearly. These micro-moments serve as compelling opportunities for marketers to tap into. The challenge for marketers is being present in the kinds of environments that somebody might be in during different stages of the journey. This can include being on a search engine, YouTube, on your own site or on social media. Each stage needs to be thought through pretty carefully to determine the kinds of content people might search for.

Valuable content creates valuable interaction

Which brings us to- the ever important need to produce content that can be consumed quickly and delivers value. Industry trends show that more effort is placed on creating valuable personal content rather than on high production quality. In a world of selfies and user-generated content, production quality doesn’t count as much as its potential to connect and is be consumed instantly.

Micro-moment marketing revolves around the idea of “value-based exchange.” Why should a consumer spend time engaging with your brand? What value do they get out of that interaction? If each interaction does not offer something of substantial value whether it is insights, promotions, discounts or exclusive experiences, then consumers are unlikely to engage with your content as frequently.

Invest in micro-moments, invest in the future

With micro-moment marketing, it’s important to understand that your brand isn’t the center of your consumer’s world! In fact, most of the content we produce is perceived as an interruption to a consumer’s daily activities. Thus, the key is to embrace the idea that you have only a few seconds to grab the attention of your target consumer. In those seconds, brands are challenged to convey a clear and relevant message that is of interest to them. Otherwise, they’re on to the next tweet or article and you’ve lost their attention until the next window opportunity presents itself.

Micro-moments occur when people reflexively turn to a smartphone to act on a need or learn, watch or buy something. And so in these moments, consumer expectations are higher than ever. The internet and advancing technology have trained us to expect brands to deliver immediately and correctly. It’s simple-we want things right and we want things right away!

Thus, by offering a series of short, clear interactions that add value or help the consumer do research and learn more, drives more incremental revenue, lead generation and positive brand sentiment. The successful brands of tomorrow will be those that have a strategy for really understanding and responding to consumers’ needs in these micro-moments.

What do you think of this new phenomenon and what does it hold for the future of digital marketing in UAE? Tell us in the comments below!

By Bassem Saber Digital Marketing Expert
If you are looking for a leading digital marketing agency in Dubai, get in touch at Igloo.

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