MAKING EVERY MICRO MOMENT IN FRONT OFFICE AN OPPORTUNITIES IN MARKETING
The micro moments
Micro-moments occur when people reflexively turn to a device—increasingly a
smartphone—to act on a need to learn something, do something, discover something,
watch something, or buy something. They are intent-rich moments when decisions are
made and preferences shaped What Are the Types of Micro-Moments Smartphones have
become an integral part of the customer journey, and play a role in solving all types of
customer problems. Essentially, there are four categories of micro-moments.
Types of Micro-Moments
Smartphones have become an integral part of the customer journey, and play a role in
solving all types of customer problems. Essentially, there are four categories of micro-
moments.
Want-To-Know -The exploration or researching of a product or service, prior to a
purchase. Eg Price Comparisons, Effectiveness of Product, History of Company
Want-To-Go -The customer knows what they want and is actively considering buying a
product from a nearby store. Eg Availability of Product, Offers store pick-up, Distance to
Product
Want-To-Buy- The customer is ready to purchase, but needs assistance with the
"where" and "how". Eg Increased Search Activity, Questions About Products, Nearby
Stores
Want-to-Do- The customer needs help completing a task or trying something new.
Eg How-To Content, Moments for Inspiration
So we can win micro-moment by indentifying our consumers “i- want to buy moment be
there in these moments of need : deliver relevant content : make it easy for them to make a
purchase : measure every that matters.
Micro-moments can be a powerful tool in various parts of marketing analytics. Be it
increasing awareness or pushing customer deeper into the journey leading to purchase. In
addition, it can also help in better ad targeting and channel optimization you verify your
identity with a fingerprint (if you're on an iPhone), the app provides your room number, and
then you simply hold your phone up to the entranceway to the room, and go right in. That's
an amazing way for Micro-moments create a spontaneous link between potential customers
and your business. They also present an opportunity to improve customer engagement, and
drive sales. Smartphones and the grant customers a certain level of power by allowing them
to easily explore any product or brand Builds brand awareness for every company size
However, with micro-moment marketing, you can increase brand awareness among your
target audience. Building brand awareness can help your company stay top-of-mind for
users in I-want-to-know moments, which is helpful for when they enter an I-want-to-buy
moment.
So we can win micro-moment by identify yours consumers “i- want to buy moment : be
there in these moments of need : deliver relevant content : make it easy for them to make a
purchase : measure every that matters. Micro-moments can be a powerful tool in various
parts of marketing analytics. Be it increasing awareness or pushing customer deeper into
the journey leading to purchase. In addition, it can also help in better ad targeting and
channel optimization you verify your identity with a fingerprint (if you're on an iPhone), the
app provides your room number, and then you simply hold your phone up to the
entranceway to the room, and go right in. That's an amazing way for Micro-moments create
a spontaneous link between potential customers and your business. They also present an
opportunity to improve customer engagement, and drive sales. Smartphones and the
internet grant customers a certain level of power by allowing them to easily explore any
product or brand Builds brand awareness for every company size
However, with micro-moment marketing, you can increase brand awareness among your
target audience. Building brand awareness can help your company stay top-of-mind for
users in I-want-to-know moments, which is helpful for when they enter an I-want-to-buy
moment.
Essentially, micro-moments constitute a new way to think about mobile marketing — by
understanding the consumer journey is fractured into hundreds of “real-time, intent-driven
micro-moments,” brands gain critical opportunities to shape preferences and decisions.
While I realize that this post is already filled with lots of hyphenated phrases, Google’s way
of presenting this information is streamlined and straight to the point as usual. Types of
micro-moments can include:
Like most behavioural observations, a useful technique is putting yourself in the shoes of
whoever you’re trying to learn about. Going through the cycle, try to think of ways to make
the process easier, faster, or more relevant. Ask questions like “what content or features
would be most helpful for this moment?”
Deliver the right experience of context and drawing from contextual signs like the location
of someone’s search, or even the time of day they were seeking a product or information,
you’ll be able to tailor messages for those micro-moments. One great suggestion Google
made was to let customers searching nearby your store know whether the product they’re
viewing is in-stock.
Optimize the customer journey. It’s no secret that people move across various screens and
platforms, expecting to receive the same seamless experience wherever they go. When it
comes to optimizing each micro-moment, the key is ensuring that the consumer journey is
tailored to the platform or device they’re using. According to the Google study, “to account
for today’s complex, fractured journeys, anchor completely on the consumer and organize
around moments.”
Measure the moments that matter Underserving customers while dealing with gaps in your
measurement is one way to waste time and money. Although the return on your investment
for certain moments isn’t always able to be measured directly, learning ways to use credible
analytical methods will help to ensure you’re not missing anything.
The front office represents the customer-facing division of a firm. For example, customer
service, sales, and industry experts who provide advisory services are considered part of a
firm's front office operations.
The functions of the front office generally generate the majority of revenue for a firm.
The term "front office" originally emerged in the law enforcement field in the early 20th
century. Those convicted of crimes or engaged in criminal activity sometimes referred to the
main police office or the main detective bureau as the "front office" because it was the
highest law enforcement establishment in a local area. By the 1930s, the meaning of the
term front office had evolved and was mainly used to the most critical staffers in a
company, such as management and executives
Front office staffers typically have the most direct contact with clients. For most businesses,
the front office is the reception and sales area of the business. However, in the financial
services industry, front-office employees are typically those experts that generate revenue
for the company by providing direct client services, such as wealth management. Depending
on the industry, the front office personnel of a company may be some of the lowest-paid
employees, including receptionists.
The term "front office" has a more specific meaning in certain industries, primarily
investment banking, hotels, and sports.
In the hotel industry, the front office specifically refers to the area where customers first
arrive at the hotel. This area is also called the reception area. A receptionist is typically
employed to work in the front office; the role of a receptionist is to get in touch with the
customers, confirm their reservation, and answer customer's questions.
In investment banking, front office usually describes a revenue-generating role. There are
two main areas of specialization within the front office: investment banking and markets.
Investment bankers advise organizations on mergers and acquisitions (M&A), as well as a
wide array of capital-raising strategies. Those individuals employed in a markets-type role
within the front office of an investment bank either perform sales and trading activities or
research activities.
In sports businesses, the front office employs many different sports industry professionals,
from the owners of the sports team to general managers and the ticket sales offices.
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a
company.
At its most basic level, marketing seeks to match a company's products and services to
customers who want access to those products. Matching products to customers ultimately
ensures profitability.
Product, price, place, and promotion are of marketing. The Four Ps collectively make up the
essential mix a company needs to market a product or service. Neil Borden popularized the
idea of the marketing and the concept of the Four Ps in the 1950s.
Product refers to an item or items the business plans to offer to customers. The product
should seek to fulfil an absence in the market, or fulfil consumer demand for a greater
amount of a product already available. Before they can prepare an appropriate campaign,
marketers need to understand what product is being sold, how it stands out from its
competitors, whether
Price refers to how much the company will sell the product for. When establishing a price,
companies must consider the unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing products in the marketplace.
Place refers to the distribution of the product. Key considerations include whether the
company will sell the product through a physical storefront, online, or through both
distribution channels. When it's sold in a storefront, what kind of physical product
placement does it get? When it's sold online, what kind of digital product placement does it
get?
Promotion, the fourth P, is the integrated marketing communications campaign. Promotion
includes a variety of activities such as advertising, selling, sales promotions, public relations,
direct marketing, sponsorship
Marketing opportunities are openings for a company to sell something to a certain type of
customer. These customers, or potential leads, have a need for a product or service that the
company can provide
Basic Marketing techniques are -:Market Penetration "Selling more products in existing
markets"
Market Development "Selling existing products in new markets (either geographic or new
segments)
Product Development.." Selling new products in existing markets"
The micro-moment is the game-changer for both customers and brands. Micro-moments
are those in which consumers spent more time on mobile devices to do something, to watch
something, to discover something, to learn something, or to buy something Micro-moment
marketing is a new style of marketing that has risen as a result of the advent and
widespread acceptance of smartphones and tablets, as well as the overall advancement of
technology When your target audience grabs their smartphones or tablets to swiftly seek
out additional information on a topic or potential purchase, you have less than 3 seconds to
capitalize on the micro-moment opportunity. In order to get things done, the smartphone
has become indispensable. According to our newest research, 75% of individuals claim their
smartphones help them be more productive.
Micro-moments are a full game-changer in terms of marketing. Users are looking for a
business, product, or service that meets a need rather than a brand. Because of this
transformation in user intent, micro-moment marketing is now more relevant.
You have to take advantage of micro-moments to improve marketing ROI. I know it is not so
simple, but you might wonder, what if my desktop traffic is the majority of my traffic? What
if mobile traffic reports for only 5% of my total monthly traffic.
CONCLUSION
The study showed, any moment handled properly can be converted into a micro moment if
the customer is motivated towards knowing that moment, buying that moment.
Limitations of micro moment can be due to shortage of time, holding on appropriately to
the moment creating and handling well for your benefit. Sometimes grabbing a moment or
linking the potential customer to the moment are important marketing strategies.
Todays business in service industry is all about creating an experience the focus on
developing a connect not creating immediate sales. Marketing is all about creating a need.
but today’s customer has very short memory, hence creating newer experiences in long
term association can lead to better customer attention.
A micro moment at the front desk would mean a silky-smooth transaction from arrival to
accommodation. Aligning and realigning the product to customer need would mean that
the guest is involved and satisfied.
Looking at micro moment into professional growth opportunities would mean creating high
standards of professionalism for self. This will not only make you as professional brand. But
a reliable brand.
As a researcher we have experienced that today’s marketing is all about giving stories laced
with personal experience. This allows the customer to experiences the surreal world.
Micro moments are nothing but grabbing of opportunities during interaction like resolving
matter amicable, increasing the happiness quotes. So that the customer is at ease. Focus on
providing comfort and building relations rather than money.
Involving the customer helps him create his own journey the way he wants out of the micro
moment that keep popping up
