Micro-moments are opportunities to make a connection at the very instant a consumer has a need. These are the many moments throughout each day that people turn to their smartphones to get help.
Micro-moments are centered around mobile usage. We turn to our phones over a hundred times per day, often to fulfill a passing need, relevant only to that instant. Need a special potato salad recipe for tonight’s pot luck? Changing a flat tire? Are there any nearby theatre’s showing Shakespeare? Where is the closest pizzeria that takes reservations? These are all micro-moments in which we seek an answer on our phones. These are the moments in which consumers don’t mind businesses influencing them, as long as value is provided.
Customers award their fleeting loyalty to the businesses that provide value that meets their needs right now. In order to win their business, you need to meet them at the intersection of intent and immediacy.
You might think you know why customers are visiting your website and what their intent is, but are you certain? Let’s use Google Analytics data to uncover micro-moments. We’ll use this same data to measure whether we’re meeting customer needs.