Gimme Gimme Gimme

Score Big with Micro-Moments:
The Ultimate Marketing Playbook for Your Business

Ever found yourself searching for a quick answer on your phone while you’re in line at the grocery store? Or maybe you’ve been planning a weekend getaway and turned to your device for inspiration and ideas. If so, you’ve experienced a micro-moment. And as a marketer, we should be paying attention to these tiny but powerful moments in consumers’ lives.

Micro-moments are split-second decisions and actions that drive consumers to turn to their devices for information, inspiration, or to take action. And they are happening more frequently than ever before. Google reports that there are over 100 billion of these micro-moments per day. So it’s no surprise that micro-moments are a crucial aspect of a successful marketing strategy.

There are four types of micro-moments:

• I-Want-to-Know Moments
• I-Want-to-Go Moments
• I-Want-to-Do Moments
• I-Want-to-Buy Moments

These moments represent different stages in a customer journey and offer opportunities for us to engage with consumers and deliver value. For example, a customer searching for “best pizza near me” is in an I-Want-to-Go Moment and might be looking for restaurant recommendations. On the other hand, a customer searching for “pizza delivery deals” is in an I-Want-to-Buy Moment and is likely ready to make a purchase.

We can leverage these powerful and relevant micro-moments to increase our brand’s relevance, improve engagement, and create a better customer experience.

So how can we make the most of micro-moments in our marketing strategy? The first step is to systematically identify the micro-moments in your industry. What are the types of searches and actions consumers are taking, and which micro-moments offer the best opportunities for your brand to engage and deliver value?

Once you understand the micro-moments relevant to your brand, you can work to create campaigns that talk directly to a consumer in these moments. This could mean developing targeted and relevant content, optimizing your website for mobile, location-based marketing, or leveraging social media.