Digitalisation has fundamentally changed consumer buying behaviour. More and more people are informing themselves online about products and services before making a purchase decision. So-called micro-moments play a decisive role in this. These short, spontaneous interactions with digital media have a lasting influence on buying behaviour.
What are micro-moments and how do they influence buying behaviour?
Micro-moments are short, spontaneous interactions with digital media that usually take place on mobile devices. They are often characterised by high emotional intensity and have the potential to have a lasting influence on buying behaviour. An example of a micro-moment would be the spontaneous need to order a pizza after passing a pizza shop on the way home from work.
The importance of micro-moments for purchasing behaviour is that they accelerate and simplify decision-making. Consumers today expect to be able to access relevant information anytime, anywhere. If they come across an appealing advertising message in a micro-moment, this can lead to them spontaneously making a purchase decision.
Real-time marketing: how does it work and what are the benefits?
Real-time marketing is a marketing strategy that aims to engage and persuade consumers in micro-moments. Personalised advertising messages are played out in real time to address the needs and interests of the respective user.
Real-time marketing offers numerous advantages for companies. On the one hand, it enables a higher relevance of the advertising messages, as they are tailored to the individual needs and interests of the user. On the other hand, real-time marketing can help to increase brand loyalty and strengthen customer retention. By being present in micro-moments and responding to consumers' needs, companies create a positive brand experience and increase the likelihood that customers will return.
The importance of real-time personalised offers
Personalised offers play a crucial role in real-time marketing. By catering to consumers' individual needs and interests, companies can increase the relevance and effectiveness of their advertising messages. For example, personalised offers can be created based on user data such as demographic information, purchase history or search behaviour.
One example of real-time personalised offers is retargeting campaigns. This involves retargeting users who have visited a website but not made a purchase with personalised advertising messages. By catering to users' individual needs and interests, companies can increase the likelihood that they will make a purchase after all.
Mobile First: Why a mobile-optimised website is essential
Since micro-moments usually take place on mobile devices, a mobile-optimised website is indispensable for successful real-time marketing. A mobile-optimised website is fast, user-friendly and offers optimal viewing on mobile devices.
Companies should ensure that their website is optimised for mobile devices to improve the user experience and increase the likelihood that users will make a purchase decision in micro-moments.
Best practices for successful real-time marketing in online shops
In order to have successful real-time marketing in an online shop, businesses should follow these best practices:
- Use personalised offers to cater to users' individual needs and interests.
- Ensure fast loading times and user-friendly navigation on your website.
- Integrate social media platforms to achieve greater reach and increase user engagement.
- Use automation and data analytics to improve your real-time marketing strategy and increase the effectiveness of your advertising messages.
How to use data analytics and automation to improve your real-time marketing strategy
Data analytics and automation are critical factors for successful real-time online marketing. By analysing user data and using automated processes, companies can increase the effectiveness of their advertising messages and increase relevance for users.
One example of the use of data analysis and automation in real-time marketing is personalised email campaigns. This involves sending automated emails to users that are personalised based on user data. By catering to the individual needs and interests of users, companies can increase open and click-through rates and increase the effectiveness of their advertising messages.
Conclusion: How micro-moments and real-time marketing can boost your online shop sales
Micro-moments are critical to consumer buying behaviour. By being present in micro-moments and responding to users' needs, businesses can increase the likelihood that users will make a purchase decision. Real-time marketing is a marketing strategy that aims to engage and persuade consumers in micro-moments. By delivering personalised advertising messages in real time, companies can increase the relevance and effectiveness of their advertising messages and strengthen customer loyalty.
To be successful in real-time online marketing, companies should focus on personalised offers, provide a mobile-optimised website and use automation and data analytics to increase the effectiveness of their promotional messages. By following these best practices, companies can increase their online shop sales and create a positive brand perception among consumers.