The document discusses consumer micro-moments, which are moments when consumers use their smartphones to immediately find solutions, products, or services to meet a need. It notes that over 90% of people use their phones outside the home or to help progress long-term goals. The document advises businesses to understand potential micro-moments that could trigger searches for their products or services and to provide relevant, easy to access information to target consumers in micro-moments.

1. What Is a
Consumer Micro-Moment?
Take a look inside
micro-moments and
how businesses can
incorporate micro-
moment targeting
into their online
marketing strategy.

2. Micro-Moments
Smart phones have drastically changed
the average person’s everyday life in
many ways, and constant connectivity
doesn’t appear to be going anywhere
anytime soon. When a problem, desire
or thirst for knowledge arises, people
now have the capability, thanks to smart
devices, to immediately seek a solution
to meet their need. This is called a
micro-moment.

3. 91%
Of people get ideas from
their phone while doing a
given task
90%
Will use their phone
outside of their home to
perform a multi-step
process or progress a
long-term goal
82%
Use phones to make a final
decision on a purchase from
inside a store
62%
Are more likely to perform a
new task or solve a problem
right away simply because
they own a smart phone
Quick Facts
According to a recent study
performed by Google:1

4. Living in the
Right Now
With handheld, portable access to the
internet so readily available, people turn to
their devices for answers, products or
services the moment the need arises.
The on-demand convenience of finding
anything right away has significantly
changed many people’s habits as
consumers. Businesses should stay
apprised of how these colossal shifts in the
purchasing process affect their ability to
reach new and existing customers.

5. What Does This
Mean for
Businesses?
Businesses can use micro-moments
to ensure their content is geared
toward meeting the needs of people
who perform searches in micro-
moments. Identifying the potential
triggers and micro-moments that
lead a person to search for a product
or service you provide is integral to
harnessing the power of micro-
moments.
By adopting a micro-moment
mindset when approaching your
digital marketing strategy, not only
are you ensuring your
competitiveness in reaching
customers, you will also give those
customers an easy, convenient and
seamless consumer experience.

6. Become the Solution
in a Micro-Moment
Businesses that provide the most relevant, easy-to-
access, quality information gain the most from consumer
micro-moments. Make sure you maximize the success of
your micro-moment targeting with mobile optimization,
relevant content and a reliable method to track ROI.

7. SOURCE:
1 https://www.thinkwithgoogle.com/micromoments/intro.html