What Are Consumer Micro-Moments

On a daily basis, we are over-saturated with content, ads, offers, emails, push notifications and everything else. We have reached a point where we are unable to process any additional information. As a result, companies are having a harder time attracting the attention of their audience. This is where micro-moment digital advertising steps in.

A micro-moment is a type of consumer behavior, which occurs when people reflexively turn to a device, typically a smartphone, to act on a need to learn something, do something, get to know something or buy something. There are a lot of different types of micro-moments such as I-want-to-know, I-want-to-go, I-want-to-do or I-want-to-buy. According to Google, users experience “micro-moments” on average 150 times a day.

Why are micro-moments so important

If your brand’s presence does not display within a potential consumer’s micro-moment, you have instantly lost a customer. We now make real-time decisions on what to buy, where to go or which restaurant to eat at, which gives you a span of only seconds to catch a person’s attention. Micro-moments work because they provide us with the right information exactly when we need it. And digital advertising is the only medium to reach potential buyers at this moment in which they are looking for information.

google-micro-momentsSource: Google

Doug Burton, CEO of Solvv Creative an advertising agency in Madison, WI, believes the new consumer decision journey is a combination of micro-moments occurring across all digital channels and devices. “To be successful, campaigns must include digital advertising that meets their consumers’ needs in these micro-moments.

Contact us to discuss how a micro-moment digital advertising campaign with an actionable goal can target your specific customer base.

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