Written on 12/3/15 4:57 PM
You look to your phone to find the nearest café, turn on your tablet to order a holiday gift, and open your laptop to search for a video that teaches you how to install a new faucet.
The Internet is where we go to learn, search, and purchase, and even though they’ve become commonplace and embedded in our everyday lives, these events actually have a name – micro-moments.
The thing about these micro-moments is that they aren’t really moments at all, but a series of moments that make up the reality of today’s consumer behavior – and the challenge for marketers. There is no predictable “on-line” behavior, but rather many fragmented, instantaneous interactions – and hundreds of them occur every day.
Consumers are waiting in line or commuting, killing time while waiting for someone or something, and yet they’re engaged. They’re looking to their Internet devices for information or amusement. Later on, they continue that journey on another device.
Google offers up this analogy: The old model was a four-course meal in the same restaurant. Today’s is a series of constant bite sized snacks all over town. These micro-moments aren’t random, but rather moments of high intent and engagement:
How can marketers meet customers in the micro-moment?
Micro-moments create opportunities for brands to personalize experiences and content to drive brand conversation and perception, and build lasting connections with customers.
Want to read more about Google’s thoughts on micro-moments? Go here.