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What Are Micro Moments And Why Does Google Keep Talking About Them?

If you’ve paid any attention to Google in the last two to three years, the term ‘micro-moments’ is one that you’ll at least be familiar with, even if it hasn’t made its way into your lexicon like other industry buzzwords have.

Google’s own definition of the term is nearing brain-washy, but its objective enough to start down the path of understanding why you might care about it:

“Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”

It’s the ‘intent-rich’ and ‘preferences shaped’ language that makes my brow furrow, but I’ll give the digital gorilla the room. They did, after all, invent my SEO career.

Decisions made, now there’s some language that I can get behind, and Google has some stats that support the idea that micro-moments are ones in which decisions are made.

  • 66% of smartphone users turn to smartphones to learn more about a TV spot
  • “Near Me” searches have grown 2x in the past year (this is 2015 data)
  • “How-to searches on Youtube are up 70% year over year
  • 82% of smartphone users consult their phone while in a store

All of these data points are representative of a larger trend – consumers are using their smartphones more than their desktop computers as a means of searching for information, and the trend has gone the way of mobile for a few years now.

comscore

So unless you’ve been willfully not paying attention, it’s time to start asking your marketing strategy if it has an answer to micro-moments, and what answers you can give in those ‘intent-rich, preference-shaping’ moments.

P.S. – Do you know about Think with Google?

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