Putting Your Brand Inside of a Micro-Moment

ThinkWithGoogle, a Google showcase feature which gives creative insights and intelligence on digital marketing, has promoted a video that highlights the importance of targeting brands towards the “micro-moments” of consumers. Micro-moments can be described as the impulsive, real-time, life-event driven searches of consumers. Some examples of micro-moments include:  “new-day-start-moments”, “time-for-a-new-one-moments,” “i-can-totally-fix-this-moments,” and “where-do-i-even-start-moments.”

These micro-moments within a consumer journey thrive inside a mobile-setting. In seconds of fractured time, consumers will be driven by a moment of an experience to learn, read, purchase, or watch content on a mobile device. In the article, ThinkWithGoogle states, “Each one [micro-moment] is a critical opportunity for brands to shape our decisions and preferences.”

As you consider targeting your brand to consumers, it is important to ask, “To which micro-moments will my brand be relevant?” I would suggest using these micro-moments as target bases for advertising and create a relevant, useful, and concise mobile campaign specifically targeted to this new wave of mobile searching in the consumer journey.