What Are Micro-Moments?

Micro-moments, sometimes translated as “Mikroögonblick” in Swedish, are a hot topic in digital marketing. In this blog post, we will summarize the basics of micro-moments and provide some concluding tips and advice on how you can improve your digital presence by considering micro-moments.

Having our smartphones with internet access always at hand while being “on the go” has changed how we search for information. In many countries, including Sweden, the majority of Google searches now come from mobile devices. This new behavior has led Google to introduce the concept of micro-moments to help businesses and marketers understand customers’ new purchasing behavior.

Simply put, micro-moments are the instances when a person acts on a need and picks up their phone to accomplish something in that specific moment. Google categorizes micro-moments into four different categories: I-Want-to-Know Moments, I-Want-to-Go Moments, I-Want-to-Do Moments, and I-Want-to-Buy Moments.

I-Want-to-Know Moments

Most of us can relate to scenarios where, in a discussion or conversation, we say, “But how was it again?” and then grab our phones to Google the answer. We humans love to learn new things and use our phones extensively to seek new information and make comparisons. Examples of queries include “Which bicycle suits me best?”, “Where can I buy a product at the best price?”, or “What should I consider when building a deck?”. Did you also know that we often search on our smartphones to find more information about something we saw in a TV advertisement?

To capture people in I-Want-to-Know Moments, make sure to easily provide them with relevant information and consider sorting and filtering options in your content to offer a clearer overview.

I-Want-to-Go Moments

These moments involve searching for something local and physically nearby, such as “Italian restaurant on Avenyn” (a street name), “Events in Gothenburg today,” or “Where is the nearest bus stop?”. The number of Google searches containing the phrase “near me” has doubled in the past year.

For I-Want-to-Go Moments, ensure that you are easily findable on Google Maps. We recommend that everyone, especially those with a physical store, restaurant, or facility, create an account on Google My Business.

I-Want-to-Do Moments

On YouTube, searches containing “how to” have increased by 70% in the past year, and the platform is filled with guides on everything from applying perfect makeup to repairing a car engine. I-Want-to-Do Moments also revolve around our desire to try something new and have new experiences.

For I-Want-to-Do Moments, identify the times when most people search for “how to”-related queries in your area and ensure that you contribute with easy-to-follow and educational videos, instructional guides, and inspiration.

I-Want-to-Buy Moments

These moments are crucial for businesses and marketers, as they represent the micro-moments when customers are closest to making a purchase decision. Keywords like “buy,” “for sale,” and “selling” are common in these searches.

Since the person is ready to buy at that moment, it is important to make essential information, prices, and purchase buttons clear to mobile users. Keep in mind that 82% of smartphone users search for product information while they are in a physical store.

Consider how you can shorten the number of steps from micro-moments to purchase. Include direct purchase buttons or links in your social media posts and ensure that your online shop, order forms, newsletters, etc., are mobile-friendly.

Want to learn more? Feel free to read Google’s PDF “Micro-Moments: Your Guide to Winning the Shift to Mobile” or contact us, and we will be happy to provide further information.

Sources:
http://www.smartinsights.com/
http://thinkwithgoogle.com/
http://jajja.com/
http://internetifokus.se/