Micro-Moments: The Affiliate’s Action Plan for Success
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Imagine yourself walking into one of those coffee shops that has dozens of cakes and delicious drinks to choose from. At that moment, your brain goes into full “what I’m I in the mood for?” mode, and your decision-making process begins.
The scenario above uses the same concept as a micro-moment. This new form of performance marketing is gaining a lot of traction because it focuses on moments that may only last a split second – but are powerful enough to generate stellar results.
Below, we’ll go over the definition of micro-moments, tell you why they are special, and give you tips to take advantage of these golden opportunities.
What are Micro-Moments?
Micro-moments are the periods of time where a person turns to a mobile device in order to fulfill a specific need. The device, which is usually a smartphone, allows a user to gain new information or complete an action. This may include finding a new location, researching facts, carrying out an activity, and of course, making a purchase.
Search engines and mobile internet as a whole now allow instant access to information. Most people are used to having the ability to find information or complete an action on-demand, so each user can experience dozens, if not hundreds of micro-moments each day.
What does this mean? Affiliates should think in terms of mobile and attempt to put themselves in their users’ shoes.
The 4 Types of Micro-Moments
- I-want-to-know
- I-want-to-do
- I-want-to-go
- I-want-to-buy
Why is a Micro-Moment Special?
Even if they happen many times a day, micro-moments are considered a special occurrence. Modern users have developed the ability to block our ads, notifications, and other ads when they are out of context. Micro-moments, on the other hand, allow you to reach consumers when they are receptive to your content.
If you play your cards right, you’ll be able to enjoy benefits like:
- Captures Attention at a Critical Stage
Micro-moments are special because they give marketers and advertisers the ability to interact with their targets at the most crucial point during the decision-making process: the moment when a need or want is born.
- Creates Brand Awareness
Consumers are good at remembering the companies that gave them a good experience. If you properly target a micro-moment and create a positive experience, there’s a high chance that consumers will proactively recognize and seek your brand next time.
- Provides a Competitive Advantage – for Now!
The practice of targeting micro-moments is relatively new, so marketers that master this technique will have a huge competitive advantage. That said, the wave will likely catch up soon enough, so marketers looking to get ahead need to start as soon as possible.
Read also: 9 Psychological Tricks to Increase Conversions and Make People Buy Your Popcorn
The One Thing You Need to Avoid
There are many critical points during a user’s decision-making process, but it’s important to note that not all of them are micro-moments. Unfortunately, many affiliates feel the need to push users to the offer page way before they are ready to take advantage of the promotion.
Instead, you should give users the resource they need to educate themselves through clear interactions that add value to your content. While this may require you to develop a new campaign structure, it’s the best approach to a sustainable boost in leads, profits, and brand awareness.
Cashing-In on Micro-Moment
Here are 5 actionable tips that will help you monetize micro-moments:
Think Small
As we mentioned before, not every crucial stage of the decision-making process is a micro-moment. So, think baby steps. Don’t push users to the offer or check out page right away. Instead, give them “ideas” or suggest inspiration and be specific in order to stay relevant.
For instance, your push notification may look like:
Answer the Questions at Hand
Micro-moments are about fulfilling a want or need, so you have to answer the question at hand. Think about the what, where, which, why, who, when, how, are, and can-related questions a user may ask and make sure all of them are covered.
Focus on Immediate Needs
Ads that target micro-moments need to focus on immediate needs, which in consumer language translates to immediate solutions. If you are open 24/7, can ship an item the same day, or offer an exclusive deal right away, you are likely to have successful micro-moment campaigns.
Find the Right Moment – It’s All About Timing!
Seasoned affiliates can relate to finding the right moment to ad scheduling. The key is to figure when consumers will be more likely to research and “need” the product you are promoting.
For example, Friday is a good day for food delivery promos and the weekend is a great time for ad streaming and dating apps.
Read also: 11 Proven CTAs for Affiliates
Implement Dynamic Ads
Dynamic ads personalize the text so that it’s more relevant to users when they see them, which is more than enough to boost the performance of any micro-moment campaign. This is especially important for affiliates that are promoting location-based offers.
Micro-moments offer a great opportunity to connect with consumers and connect in a positive way.
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