Tuesday Tidbit: What the heck's a micro-moment?

By Joli Skow | June 2016

If you're anywhere near the marketing space, it's quite possible that you've heard the term "micro-moment." It definitely sounds like another one of those jargon terms that you kind of get, but never totally understand. Well, I'm not going to let that happen! It's time to understand micro-moments.
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The term "micro-moment" was actually coined by Google! According to Google:
Micro-moments occur when people reflexively turn to a device –increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.
OK well, that makes sense! It's not a moment where people are making a big decision around, say, what CRM to use for their business, what venue to book for their wedding, or what specialized bike they want to buy.
Instead, it's a moment where a parent is searching for an urgent care facility nearby for their sick child, or a college student is looking for which pizza place nearby has the best deal on delivery, or a mom is searching for a quick chocolate birthday cake recipe for her kid's 8th birthday, or a grandpa needs to figure out how much a new fishing pole is going to cost him at the stores nearby.
All of these quick-decision moments are, according to Google, micro-moments.
So, what's the big deal with all of this? Luckily for us, Google has an entire ebook that explains it! It says:
These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.
Basically, they're saying that if you can be in front of searchers during this, their time of needing quick answers, you can create that positive memory and positive experience in their minds, and hopefully stick with them the next time they're searching for something that's up your alley.
So now you're probably asking, OK great well, how do I succeed in getting in front of people to take advantage of these micro-moments? That, my marketing friend, is a question to be answered in another tidbit. If we went through it all now, this wouldn't be so tidbit-ish, would it? At least you can go tell all your friends what micro-moments are!
Interested in reading Google's ebook? Warning: it's long. But useful! Check it out here. Or read "5 Ways to Find the Mirco-Moments Your Brand Can Win."

Topics: Tips and Tricks

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