There has been a lot of buzz recently around the idea of micro-moments. The research and innovation center “Think with Google” 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:
- 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.