Have you ever sat in a meeting you didn't want to be in, and found yourself searching for reasonable airfare for a vacation, or seeking out concert tickets or even buying a pair of shoes... under the table... from your smart phone? Those mobile transactions now have a name... Micro-moments!
Micro-moments have become a real things... well they already were a real thing, now they have a name! Let's face it - we've all checked email, Facebook, Twitter, etc. during a meeting. Maybe, just maybe, you are having a micro-moment as you sit here and read this very article! Bosses, you've probably done it too, so let's not be in denial about this. But what's also happening is people are dreaming of their next vacation (for me it's Disney World in October), or they are checking out the sale at their favorite store... Those mobile moments have become very transactional and very intentional.
Here is how Google talks about Micro-moments:
Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers' expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.
Goole went on to share some stats about these micro-moments that may cause you to wake up and realize you need to make sure your website is working perfectly on a mobile device:
- Of smartphone users, 91% look up information on their smartphones while in the middle of a task.
- Of smartphone users, 82% consult their phones while physically standing in a store trying to decide what to buy.
- 69% of online consumers agree that the quality, timing and relevance of a company's message can influence brand perception.
Companies that have this stuff all figured out can learn to capitalize on those micro-moments.
Make your website a destination people will flock to during those intentional moments, but above all, be sure that your website will provide the proper quality micro-moments by making sure it's optimized for mobile. And... if you aren't optimize for mobile - let us know! We can help!
Source: Think With Google: How Micro-Moments Are Changing the Rules