“People are 2x as likely to feel a personal connection to brands on mobile.”
Micro Moments are changing the way users are searching, particularly in mobile. With the omnipresence of smartphones, users are able to search for anything when an impulse strikes, creating these “I Want to Learn, I Want to Find, I Want to Do, I Want to Buy” moments. Taking advantage of the omnipresence of mobile, users decide on the fly what they want to look up, research and purchase in the spur of the moment.
These Micro Moments create a demand for relevance, which establishes a higher level of expectations.
“When we act on our needs in-the-moment, our expectations are high and our patience is low. This makes the quality, relevance, and usefulness of marketing more important than ever.” – Think With Google
- Be Present, Be Personal, Be Persuasive
- In mobile it’s all about serving the right message to the right person at the right time. Crafting a highly relevant message, that is present at the right time and optimized for the channel and device will win.
- ⅓ of mobile usage occurs in the home so we aren’t necessarily targeting someone “on-the-go” which is why Cross Device Conversions become such a huge metric.
- Cross Device Conversions help campaigns follow the users along the path to a conversion, regardless of where they started. If a user has a Micro Moment, performs a mobile search to learn more, but then converts later via desktop, without tracking Cross Device, we would not be able to properly attribute that.