One of the most important marketers’ goals is reaching target audience. For many years these moments were understood through a funnel. But the funnel concept doesn’t capture the complexity of the decision process. The path of user experience is less linear and far more complicated as it is comprised of various micro-moments. Digitally versed companies capture their target audience earlier in the decision-making process by creating useful content.
The rapid adoption of mobile devices as well as the widespread use of mobile applications has fueled the growth of mobile commerce. eMarketer estimates that US retail m-commerce sales will reach $123.13 billion in 2016. 82% use their phones while they’re standing in a physical store deciding which product to purchase. One in 10 of those buy a different product than they had initially planned. The average global mobile phone user has 33 applications (apps) installed on the device.
Users rely on micro-moments across devices to browse for products and make purchases. Recent changes in user online behavior also influenced the frequency of physical store visits. 70% of companies stated they have begun to transform their businesses on account of mobile device usage among their target audiences. Businesses that act on implementing the micro-Moment approach in their strategies reap tangible benefits in overall marketing investment, according to a Forrester study of the US market.
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Micro-Moments of User Experience: An Approach to Understanding Online User Intentions and Behavior