Mobile technology has allowed consumers to make decisions on the
spot, where users’ access to products or notifications on mobile
devices can drive sales in an instant. These instances of on-the-go
access are known as micro-moments.
Google’s definition of Micro-Moment1
An intent-rich moment when a person turns to a device to act on a
need – to know, go, do or buy.
These moments are the moments consumers want what they want,
exactly when they want it and will flock to brands that can deliver on
When a person performs a
preliminary search, but is
not looking to buy at that
When a person is
considering buying from a
nearby store and performs
a search for one
When a person needs help
to complete a task or
function or is simply
looking for something new
When a person is ready to
make a purchase but needs
help deciding what to buy
or how to buy something
To capture these significant
moments, businesses should1:
Anticipate the moment – Be prepared to
provide for select target audiences and
offer the right assistance
Be useful – Provide an easy, enjoyable
experience and quickly connect people to
the answers and solutions they need
Hold themselves accountable – Analyze
customer experiences and improve
functionality across all channels to
provide seamless experiences and
Approaching the right moment requires
agencies to identify must-win moments
and implement strategies to effectively
. Ask your team:
So many moments exist,
which one is the right one?
Focus on what matters to your brand
and place priority on intent-rich
moments where audiences make
decisions and set preferences.
How do we approach intent
Strong businesses need to identify
customer desires and evaluate how
value shapes customer’s intent.
Should we focus on intent
Businesses should focus on all micro-
moments, not just the I-want-to-buy
moments. Take creative approaches to
reach your customers long before the I-
want-to-buy moments to increase your
helpfulness and drive customer to the I-
want-to-buy moment when the time is
How do we approach intent-
Research and document past
successes to form your micro-
moment plan. Determine how your
business delivered on customer intent
and employ proven tactics.
Analyzing top searches, trending
searches and top questions in Google
searches are a few of the ways you can
determine consumer intent.
Context is a layer to intent and can help
determine customers’ needs by taking
into account timeliness, location and
other factors within their current
situation. The combination of intent and
context can combine to determine what
defines a particular micro-moment and
what strategies should apply to ensure
micro-moments are seized successfully.
are just like they sound;
consumers asking questions
or submitting inquiries.
Common “I want-to-know”
• How can I eat healthier?
• What is my credit score?
• Which cars have the best
An estimated 90 % of smartphone
users say they’ve used their
phone to make progress on a
long-term goal or multiple step
purchase.3 Consumers love quick
snippets of educational content
and studies have shown that
consumers who encounter this
type of content from a business
are more likely to buy from
them.4 An estimated 69% of
consumers are more likely to buy
from a business that provides
quick, easily accessible
information through a mobile
platform while they’re on-the-go.
Common “I-want-to-go” moments are when customers look for a
connection to the physical world, meaning they prefer companies
that customize information according to where they are in the real
world at that exact moment. This could be as simple as sending
consumers information that a store near their location has highly
Studies have shown 61% of consumers say they’re more likely to buy
from businesses or companies whose mobile sites or applications
customize information to match their real world location. Giving
customers what they need by using GPS to spotlight locations relevant
to their intents, combined with store inventories and driving directions
in ads, mobile sites and content can spur sales.
The key to capturing the “I-want-to-go,” moments?