Micro-Moments: Capturing Intent in Real Time
Identify and capitalize on micro-moments when consumers turn to devices for quick answers, decisions, and actions.
What Are Micro-Moments?
Micro-moments are intent-rich moments when people reflexively turn to a device to act on a need: I want to know, go, do, or buy.
The Four Micro-Moment Types
I-Want-to-Know Moments
Researching or exploring. Not ready to buy. Seeking information and answers.I-Want-to-Go Moments
Looking for a local business or considering buying at a nearby store.I-Want-to-Do Moments
Needing help completing a task or trying something new.I-Want-to-Buy Moments
Ready to make a purchase and needs help deciding what or where to buy.Capturing Micro-Moments
Be There
Identify which micro-moments matter for your business and ensure you appear in those moments. Search advertising, local listings, and content marketing are key.Be Useful
Provide the information people need in the format they need it. Quick answers, how-to content, product comparisons, and location information.Be Quick
Mobile page speed is critical. People in micro-moments expect instant answers. If your page takes more than 3 seconds, they are gone.Mapping Your Micro-Moments
Measurement
Track branded and non-branded search queries, click-to-call volume, directions requests, and time-of-day conversion patterns.
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