Consumer behavior has changed forever. Today’s battle for hearts, minds, and dollars is won (or lost) in micro-moments—intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.
Mobile has become an indispensable part of our daily lives, we’re witnessing a fundamental change in the way people consume media. What used to be our predictable, daily sessions online have been replaced by many fragmented interactions that now occur instantaneously. There are hundreds of these moments every day—checking the time, texting a spouse, chatting with friends on social media.
But then there are the other moments—the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. Google calls them “micro-moments,” and they’re game changers for both consumers and brands.
These moments are further classified under 4 main categories: