From Micro to Macro: How to find your audience in all the moments that matter
March 29th, 2016 | Published in Google Adsense
In the last post we talked about the rise of micro-moments. But what about macro-moments?
According to this great response to micro-moments and our own interpretations, the three most important types of macro-moments are:
In essence, micro-moments happen on the go and with intent, while macro-moments are more tribal or community-based. They're deep-dive media experiences that impact individuals in ways micro-moments can’t.
Publishers should remember that preferences and loyalty are shaped by both micro and macro moments. The brands that do the best job of addressing our needs in each moment will gain the greater share of our attention, and they'll be the publishers we start with next time. They will, in short, win.
Where to begin?
Determining the right macro moment to target a user is no easy feat, but here are some Google tools that can help you discover what your audience is looking for, set your strategy and start taking action.
And as always, some of your best insights can come from good old-fashioned methods like talking to and engaging with your audience.
Once you have the insights, it's time for action. We'll cover that in our next post.
Posted by:
Chris Jones
Global Audience Development Specialist
According to this great response to micro-moments and our own interpretations, the three most important types of macro-moments are:
- Affinity Moments, when fans act in unison in support of their favorite team or musician.
- Buddy Moments, when friends connect and bond everything they see, hear or read -- whether that's a live concert or a funny cat video on YouTube.
- Deep Knowledge Moments, when someone wants to learn deeply about a topic (maybe political issues or financial news) so they can share that knowledge later.
In essence, micro-moments happen on the go and with intent, while macro-moments are more tribal or community-based. They're deep-dive media experiences that impact individuals in ways micro-moments can’t.
Publishers should remember that preferences and loyalty are shaped by both micro and macro moments. The brands that do the best job of addressing our needs in each moment will gain the greater share of our attention, and they'll be the publishers we start with next time. They will, in short, win.
Where to begin?
Determining the right macro moment to target a user is no easy feat, but here are some Google tools that can help you discover what your audience is looking for, set your strategy and start taking action.
Google Trends
What are the biggest events coming up this year? When do searches spike for football or flowers? The Google Trends tool uses real-time search data to help you gauge consumer search behaviors over time. Find out more »
YouTube Trends
The world's largest video site has a lot of content and a lot of users. The YouTube Dashboard lets you track what's being viewed and shared all over. Compare trending videos by age, gender and location, and see what the world's watching. Find out more »
Google Consumer Surveys
This fast and affordable market research tool lets you ask questions to Internet and mobile users on high-quality content around the Web. Users who answer the survey gain access to content or get credits they can use for music, apps and more. Google aggregates and analyzes their responses, so you can make more informed business decisions. Find out more »
Marketer's Almanac
From the Super Bowl kickoff to holiday gift giving, each year has trends and events that create huge opportunities to connect with consumers. The Google Marketer's Almanac offers data and insights for these key moments to help you get a jump on planning. Find out more »
And as always, some of your best insights can come from good old-fashioned methods like talking to and engaging with your audience.
Once you have the insights, it's time for action. We'll cover that in our next post.
Posted by:
Chris Jones
Global Audience Development Specialist