Micro-moments from Google

There has been a lot of buzz recently around the idea of micro-moments. The research and innovation center “Think with Google”[1] has dedicated a large coverage to the results brands achieved when focusing marketing campaigns on micro-moments.

Micro-moments are a great way to catch the moments that matter for your customers, understand their needs, and focus the customer journey around these needs. I find the micro-moments a useful tool to structure thinking when crafting Customer Journey Maps and identifying the important steps that customers go through in their journey.

What are Micro-moments

According to Google, there are four types of micro-moments[2]:

  • I-Want-to-Know Moments
  • I-Want-to-Go Moments
  • I-Want-to-Do Moments
  • I-Want-to-Buy Moments

Each micro-moment describes an instance in time when the customer experiences a need that your product should address. In those moments, customers expect the product to help them solve their needs. By identifying these moments and designing solutions that help customers solve their needs, you connect more directly with the customer and help them in those moments that matter.

Google offers several resources dedicated to micro-moments, including a detailed guide with industry results. Refer to the Think With Google website for more.

LEARN MORE: https://www.thinkwithgoogle.com/collections/micromoments.html

 

[1] Think with Google

[2] Source: “Micromoments

From SOHO to Sonoma - Thank You

From SOHO to Sonoma - Thank You

The purpose of this Blog is to thank the people and organizations that supported the Navy SEAL Foundation and made this epic event possible.

Hacking the Human Element

Hacking the Human Element

Hard Yards had the opportunity to support MD5’s Hacking the Human Element event held in collaboration with USSOCOM at SOFWERX in Tampa, Florida.  In preparation for the event, the Hard Yards team conducted interviews with warfighters from several different special operations elements, civilian first responders with experience in flood, hurricane, and disease disaster relief, and technology experts and innovators using wearable technology to help operators in all sorts of interesting ways.

We then synthesized the insights gained from those interviews into a challenge brief presentation that was leveraged to kickoff the event.  You can see our presentation here