Utilizing Micro-Moments in the Digital World 

Thanks to mobile, our primary job as marketers is to be there and be useful for consumers in moments of need. Utilizing micro-moments in the digital world is now more crucial than ever before. Before we go in depth about why micro-moments are so important, I am sure many of you are asking yourselves, what are micro-moments?

Micro-moments are moments when someone is looking for answers, I want to know, I want to go, I want to do, and I want to buy. Moments when the spotlight of intent is shimmering in our direction.

For example, when someone walks by a person that has a yellow umbrella and thinks to themselves, “Hey, I really like that umbrella!” They will often times then look up yellow umbrellas online to purchase now or in the future. This is a micro-moment!

Today 65 percent of transactions start on mobile. With such a high shift towards the use of mobile phones, it is more important now than ever to take advantage of these moments.

As a marketing professional, I cannot stress enough how important it is to simply be there and be useful during the consumer decision journey. This includes asking yourself several questions regarding this journey.

1. What do consumers want to learn about your category, products, or services?
2. Are you helping consumers find nearby branches and locations on their mobile devices?
3. Where are consumers researching your products? How can you support consumers who are researching on-the-go?

It is very important to be prepared to answer these questions for the consumer the first time they get onto your site. Without utility in the moment, not only will consumers move on, they actually might not ever come back.

For more information about how to utilize micro-moments, check out:

https://www.thinkwithgoogle.com/marketing-resources/micro-moments/future-of-marketing-machine-learni...