Mobile phones have significantly changed the way brands interact with their customers. In the omni-channel reality brands are directly affected by the actions taken by consumers in their decision making process.
Google defines mobile moments of consumers as micro moments.
Micro moments can happen anytime-anywhere. More specifically micro moments are the moments that a consumer acts on a need and expects brands to address that need with real-time relevance.
Google divides the micro moments into 4 categories:
-“I want to know” moments
Someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell.
-“I want to go” moments
People are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.
-“I want to do” moments
These may come before or after the purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key.
-“I want to buy” moments
Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.
These 4 categories demand marketing strategies which should be set in order to “be there”, “be useful” and “be quick”. The successful brands will be those that can meet these demands.
Post source: www.thinkwithgoogle.com