What on Earth are Micro-Moments?

Mar 5, 2018

As if we needed more technical lingo…

This new consumer behavior first surfaced in 2015 but it’s getting thrown around more frequently. Google’s content marketing team first started referencing it and it’s actually something worth knowing about.

With smartphones becoming so fundamental in our everyday life, consumers are seen to refer to them quite frequently throughout the day for quick searches or validations of what they’re experiencing at a certain time.

Google first started talking about the different types of micro-moments that consumers experience (on average) 150 times a day: purchase moments, research moments, discovery moments, and so on...

From: ThinkWithGoogle.com

Let’s look at some examples, and these are just the obvious ones!

  • You’re in a supermarket buying a new product/machine, you whip up a quick Google Search to read some reviews or see if this is the best product...
  • Your friend just told you about a new restaurant, you go to Instagram and you browse through their food or venue photos...
  • You’re trying to find something to do over the weekend, you go to Facebook events and you browse...

What are the implications on your brand strategy?

  • Based on your industry, are you making sure you’re visible where it counts? Understand how mobile fits in your consumer journey and make the most of it. (Is your website optimized for mobile, does your website have the needed content, are you on industry third-party sites…)
  • Your content has to be adding value: there’s too much competition on a consumer’s attention. You need to stick out.
  • Quality of type of content can take a back-seat in today’s world: your visuals and videos don’t have to be Hollywood-standard to work. Fast, organic works just as well… if not better. The point is to be where it matters, when it matters.
  • Are you designing for fast decisions? Is your user experience fast & intuitive? Is your communication asking your fans to think before they know what you’re asking them to do? It shouldn’t.
  • It’s still a relatively new topic and some actually debate its existence or effect on brand strategies. What do you think?