I want to go moments - Part 2 of Micro Moments and Digital Marketing

It’s dark and dreary, it’s winter and it’s time for many Tourism businesses to enjoy a well earned break.  But it is also the time when your visitors for next season are having their Micro Tourism Moments.

Did you catch last weeks’ blog about Micro Moments and our friends Mary & Jim who were thinking about a trip.  If you didn’t here’s the link for you

If you haven’t had time to read it, just a quick recap about Micro Moments; it’s information gathering and decision making by would be customers in extremely short bursts of activity.

Our friends Mary & Jim were mulling over whether to visit Dumfries for a mid week break and see the Dark Skies Forest.  They may well have found your accommodation on their Google Search but is that enough to make them book?  Probably not because here are some real life stats

1.  51% of Smartphone users will book another destination than the one they intended because they found more useful information there
2. 73% of visitors say that regularly getting useful information from an advertiser is the most important attribute when making a buying decision
3. 91% of users will leave a mobile site quickly if it doesn’t meet their needs

(Data courtesy of Google Research)

This is when you really have to up the game on How to be Useful and create ‘I want to Go’ Moments for Mary & Jim.  What do they want to know to make them choose you over another provider offering a very similar proposition.

Over 60% of Smartphone users say they are more likely to choose a supplier whose mobile site customises information to their location. 

For example, look at incorporating Maps and Directions, links to Rail, Bus and Air travel choices.  Tell them that the No 501 bus stops right outside your door and would take Mary & Jim to The Dark Skies Forest.  Give them suggestions for other places to visit and dine.  Maybe incorporate a Local Search facility into your website.  In other words, make your website the one Mary & Jim will keep coming back to as they travel along their decision journey because you are the source of all the local information they need.  That’s filling the ‘I want to Go’ moments!

Mary & Jim haven’t quite decided to book yet but you’ve put yourself right at the top of list when they are ready to make the decision.  Next week we’ll have a look at a few extra tips to make certain they book you for their break.

At Inspire we’re always here to help and if we can make the Micro Moments journey a reality for your business, please do give us a shout.