Be There: Google on its ‘Micro Moments’
Mobile isn't the future anymore; it's the here and now. And in case you've been sleeping, Google has had a guiding hand in where mobile is today. In a very informative report just released, Google details the art of "Being There" in the unique "micro moments" that each mobile user experiences.
In the briefing, Micro-Moments: Your Guide to Winning the Shift to Mobile, Google points out research and trends on how mobile interaction is so critical to today's marketing. But what exactly is a "micro moment?" Google's definition: "Micro moments are critical touchpoints within today's consumer journey, and when added together, they ultimately determine how that journey ends."
Let's look at the four most critical moments in which to be present for prospects, according to Google's report:
- I-Want-to-Know Moments: Someone is exploring or researching, but not yet in purchase mode. They want useful information, and maybe even inspiration, not a hard sell.
- I-Want-to-Go Moments: People are looking for a local business or considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.
- I-Want-to-Do Moments: These may come before or after a purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key.
- I-Want-to-Buy Moments: These are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.
For more insights on mobile micro moments, check out the full report.