Consumer behaviour is changing at a rapid rate. To win the hearts and minds of individuals requires brands to react on micro-moments. Micro-moments are intent driven points in the user decision-making process shaping the customer journey.

Micro moments occur when consumers turn to a device, increasingly a smartphone, to act on a need, notification, search, buy or watch amongst other actions. They are intent rich moments when decisions are made and preferences shaped. 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. We want things right, and we want things right away. Consider these findings from some recent research from Google:

Take out.

Micro-moments are here to stay. Consider I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments and align your strategies accordingly.

Source: thinkwithGoogle