Micro-moments is a recent novelty term invented by Google, which refers to the instant that triggers consumers to either search online or make expressions on social media. According to Google, the mobile devices "fracture the consumer journey into hundreds of real-time, intent-driven micro-moments"--- the want-to-know moments, want-to-go moment, want-to-do moments, and want-to-buy moments etc. As consumers can easily turn to their mobile devices for solutions and expressions, capturing those micro-moments become strategic for brands to motivate customers for purchase and build up customer relationship.
In last class, we mentioned web-influenced sale, which refers to the situation where consumers use their phones to check for online price when they shopping in retail store. If Amazon offers a lower price for the same product in retail store, then the e-commerce giant may easily win the purchase from the consumer from the retailer.
Another interesting example shown on the micro-moment google website is when a man got messed up with his cooking, he searched online for food delivery. Then if a nearby restaurant had adopted some location marketing strategy and made its appearance on top of the search page, it would be very likely to capture the moment the man wanted to get food delivered to his apartment.
The importance of those micro-moments lies in the fact that when a person conduct the search or post things on social media, he or she has already become very engaged. He or she wants a solution or being noticed immediately. If at those tiny real-time moments, a brand could connect with those consumers by providing relevant information and products that meet the demand, it is very valuable.
Google actually provides a very guideline on how to capture and utilize micro-moments on its website. The first step is to identify the moments you want to win from consumers. The second step is to think from the consumer perspective in terms of how we could offer easier, faster and most helpful solutions. The third step is to use context to deliver the right experience like location and time. The fourth step is to optimize across different platforms for the fact that people are using multiple screens. They may do an instant search on mobile phones and then purchase on a desktop. The final step is about measuring and identifying the most effective moments and think about issues like ROI etc.
Reference:
https://www.thinkwithgoogle.com/micromoments/intro.html#overview
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