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Interactive-Studio

Micro-Moments

Micro-Moments sind ein Konzept im Onlinemarketing, das von Google eingeführt wurde. Es beschreibt die kurzen, oft sehr flüchtigen Augenblicke, in denen wir unser Smartphone nutzen, um etwa schnelle Informationen zu suchen, eine Aktion durchzuführen oder eine Entscheidung zu treffen.

Die Micro-Moments in vier Haupttypen

Warum entscheiden wir uns für das eine und gegen etwas anderes? Wie kommt die Entscheidung zustande und können Marketer sie beeinflussen? – Nun, Google versucht, uns zu helfen, indem es den Begriff der ‚Micro-Moments‘ einführt und diese Momente analysiert. Doch welche vier Micro-Moments gibt es?

  • I-want-to-know-Moments (Ich-will-wissen-Momente): Der Nutzer sucht nach Informationen und möchte lernen. Beispiel: „Was sind die besten Restaurants in meiner Nähe?“
  • I-want-to-go-Moments (Ich-will-hingehen-Momente): Der Nutzer sucht nach einem Ort oder einer Dienstleistung in der Nähe. Beispiel: „Wo ist die nächste Tankstelle?“
  • I-want-to-do-Moments (Ich-will-tun-Momente): Der Nutzer sucht nach Anleitungen oder Tipps, um etwas zu tun. Beispiel: „Wie wechselt man einen Autoreifen?“
  • I-want-to-buy-Moments (Ich-will-kaufen-Momente): Der Nutzer ist bereit, einen Kauf zu tätigen und sucht nach spezifischen Produkten oder Dienstleistungen. Beispiel: „Günstige Smartphones online kaufen“.

Wie wir Micro-Moments beeinflussen

Dass Timing und Kontext bei der Kundenansprache besondere Relevanz besitzen, ist nicht neu. Was jedoch in der Digitalisierung neu ist, ist die Fokussierung auf die Nutzung von mobilen Endgeräten und die damit oft extrem kurzen Zeitfenster, in denen diese Momente stattfinden. Diese Micro-Moments sind entscheidend für Marken und Unternehmen, weil sie ihnen die Möglichkeit bieten, die Bedürfnisse der Konsumenten in Echtzeit zu erfüllen. Das beginnt zunächst durch die Bereitstellung relevanter Informationen genau in dem Moment, in dem die Nutzer sie benötigen, durch ‚Mobile first‘ und immer häufiger auch durch die lokale Suchmaschinenoptimierung. So kann sich ein Unternehmen zunächst einmal gut positionieren. Hinzu kommt, dass die professionelle Webentwicklung und das Webdesign schnelle Ladezeiten sicherstellen und den Kaufprozess so reibungslos wie möglich gestalten, um spontane Käufe zu erleichtern, während es auch möglich ist, gezielte Werbung zu schalten, um den Micro-Moment nicht nur abzuwarten, sondern zu gestalten.

Ich suche nach

Begierde Wissen

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