Today, our clients live part of their daily experiences through the smartphone . These are moments that serve to check what time we have an appointment with the doctor or to share a photograph of a concert in which we are on our Facebook profile. Google has named these moments of mobile experience as Micro Moments .
The 91% of people consult the mobile in the middle of the work or any task at hand . This is motivated by an instantaneous need to solve a problem. Micro moments last a few seconds , but they are lived with intensity, since they arise from a strong feeling of need.
For example, a micro-moment is when we want to cook a French omelette and when we go to look for the eggs, in the fridge we discover that we also have a jar of spinach and we decided to check on the smartphone how we can make a spinach omelette. When we consult the time it is, since we are in the middle of an exam and we want to control the time we have available. Or when customers are in the middle of an online or store purchase and decide to consult recommendations on their mobile phones before making their purchase decision.
These types of moments, which require an instant response, Google classifies them according to these 4 criteria :
- What I want to know
- Where I want to go
- What I want to do
- What i want to buy
Any current marketing strategy must take these occasions into account, since they can be opportunities to receive a Like or to consult content of high interest that our company has generated – native advertising . Being quick consultations, our message should be brief and exceptional. The success of our brand will be given by whether we know how to understand the needs of our consumers in those micro moments.