Brands have a new battle field in mobiles: Google’s micro-moments

Google has coined the term micro-moments to describe the instant in which a consumer researches and requires a mobile purchase. The company has warned brands that this is the new battleground for winning and losing potential mobile consumers. Matt Bush, Director of Performance Agency at Google, stated that mobile is around ten times more valuable than marketers think. Although this isn’t a totally new concept, consumer expectations are now higher than ever before and they are far more impatient too, thanks to the technology allowing people to act on any impulse at any time. Google has categorized the various micro-moments into four broad types: I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy. And they occur simultaneously when people are doing other activities, such as waiting in a queue, walking, dining, shopping, or just before going to bed. The time to capture a user’s attention and interest is small. One example was the Apple statement which made very clear for marketers that they will have no more than 10 seconds to appeal to Apple Watch users with messages. The first step for brands to win in the new battleground of micro-moments, is to identify a set of moments that matter the most in order to promote their products. It’s about being in the right place, all of the time. Google Analytics and Webmaster provide useful tools to find those moments.