The use of smartphones and devices has changed our typical purchase journeys and decision making completely in the last decade. Everything from how we research brands, whom we trust, to how we compare to and purchase, has changed. So have the expectations we generally have on potential suppliers (which they very seldom fulfil), and how quickly we change allegiance if another vendor provides more effortless simplicity to us.

What are micro‑moments?

They happen when you reflexively turn to a device to act on a need to learn something, check something, discover something, watch something, or buy something. These micro-moments are intent-rich—it’s when decisions are made and preferences shaped in the decision process. And all these connected devices are involved and have an impact every step of the way. 

Are you aware of your customers’ micro‑moments?

You need to handle each micro-moment as a critical opportunity to shape your target group’s decisions and preferences.

You need to analyse data, research, talk to real people and observe behaviour as a natural part of your daily work and mindset. 

And presume that everyone always demands immediate action, relevance and wish that you treat them like they want to be treated.

The key is to provide ‘effortless simplicity for them’.

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Anders Björklund

Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Asks a lot of questions, and knows what to do with the answers.
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