It all starts with making big decisions on small screens. Mobile has undoubtedly changed the way we interact with each other and the way consumers interact with brands. Face it, we live in a mobile world! Still not convinced even after seeing everyone on the subway slightly hunched over and using their phone rather than striking up conversation with fellow straphangers? Well, for starters, the average consumer unlocks their mobile phone 150 times per day. That's a lot of Oh Oh moments, a lot of constant checking of email, Facebook, Instagram and text messages within those 150 unlocks.
Micro Moments are defined as those intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. They can be initiated from a simple conversation, the need to settle a debate or the need to get help. Google recently published a few articles relating to Micro Moments which are definitely worth reading.
How Micro Moments fit into the path to purchase
This all brings immediacy and relevancy to the forefront of our everyday lives. If I need to know something, I need to know it now. If I need to communicate with someone I need to do it now. If I'm on Facebook, Instagram or Linked In, I expect that they know exactly who I am and what I'm interested in. Therefore, when we interact with brands, we don't expect anything less. If anything we expect that Nike, Starbucks, Walmart etc.. will not only know who I am but what my preferred style of sneakers are, what I drink the most and what I shop for the most. Think about it, haven't you been pleasantly surprised after receiving a coupon for something that you actually need from one of the brands you interact with quite a bit? There's always that moment of wait how did they know... oh.. ok, I guess they know.