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Google's Consumer Micro-Moments

It’s Time to Win the Moment: Consumer Micro-Moments & Businesses Research Paper

Making the most of a moment is at the core of marketing and advertising. Brands and businesses must know where to go to interact with the people they want to engage. And everyone is on mobile.

Today, we are taking you one step closer with our BIA/Kelsey Sponsored Research Paper “Consumer Micro-Moments & Businesses: Trends & Best Practices.”

It’s said that consumers now have “always-on” behavior, because they’re connected to the internet, via mobile for three hours per day, on average. People are searching, shopping, learning, entertaining themselves and connecting with others through the web, search and applications.

That time gives digital marketers all the moments they need to captivate consumers. Knowing what drives people into their I-want-to-know, I-want-to-go, I-want-to-buy and I-want-to-do moments, is the key.

What’s a Micro-Moment?

Put simply, the four “I-want-to-” statements above are what Google refers to as Micro-Moments. When intent, context and quick delivery of relevant information converge to meet the need of those queries, you’re well on your way to capturing consumer attention.

Mobile Makes for Monumental Marketing Moments

As I mentioned before, mobile is an important part of this process. And I’m not just saying that because I, like 91 percent of other adults, keep my smartphone within arm’s reach. What device do you personally use for search the most?

You’re probably reading this on your mobile device, considering 25 percent of Americans use only mobile devices to access the internet. Therein lies the magic of Micro-Moment marketing. We, as consumers, have the power to change the way the economy flows in our hands.

  • 87 percent of Millennials have their smartphone with them, all day long
  • 82 percent of consumers say they check their smartphones in a store, as they decide what to buy
  • 9 out of 10 mobile searches lead to action, and more than 50 percent lead to sales

We Want to Help You Win

There’s much more to Micro-Moments than mobile stats. This is why we contracted with BIA/Kelsey on a sponsored research paper on the subject, “Consumer Micro-Moments & Businesses: Trends & Best Practices,” which is available for download, here.

You’ll see how technology drives Micro-Moments, review a case study and, my favorite, learn 10 Best-in-Class Local Presence Strategies for Business. We want you to experience your own “celebrating-our-success” moments, so be sure to get your free download.

I hope you’re excited about this new moment-to-moment marketing focus and that you’re prepared to win after reviewing our best practices and trends.