You may have been hearing us talk about the importance of micro-moments in Mobile marketing. Google created micro-moments to describe the tiny moments in the consumer journey that help us define our audiences and market better.  

But the experts at Google wanted to dive even deeper.

It’s obvious that mobile impacts loads of moments big and small. Even idle moments can be altered by mobile phones. And it’s more than games and social stalking. We’ve realized that smartphones and mobile sites aid in productivity. People aren’t just using mobile because they want to, they’re using it because they have to. Observing moments of smartphone productivity can help us really, (we mean really) get to know how to market to our audiences. (But not in a creepy Cambridge Analytica way). This information can feel like a lot. How do we categorize these moments? How can we take advantage of the ways consumers utilize their time on their phone? The fine folks at Google had some of the same questions, so they did something about it. They’ve created five categories of productive moments to help us gather information easier.

A spark.

Ever have a sort of ah-ha moment where you think, “That would be cool to get, how do I find it?” That’s the spark, which is triggered by a random thought or something you happen to see. It’s essentially a chain of events that lead to a search or purchase.

An urgent need.

This is an “I need it now” moment. You’ve run out of something, you’re hungry, etc. There’s no time to waste, and mobile is the only way to make it happen.

In-store assistance.

We’ve come to a point where nearly everything you can find in a store you can also find online. We often use our phones to compare prices and similar products while we’re in the store to make sure we’re getting the best bang for our buck.

Micro-productivity.

We’re always going and moving. We take advantage of spare moments when we have them to be productive; moments when there is almost nothing else we can do besides be on our phone. This may be a morning train commute or waiting for an appointment.

Planning ahead.

Like we said, we’re always going. And that means planning ahead is often crucial. A few mobile clicks can make moments and experiences a lot quicker and easier. These moments seem small, almost second nature. But we can’t let them pass unnoticed. It’s these observations that help us know what to market to whom, when. The path-to-purchase continues to grow, so you better come along for the ride.

Want to learn even more about the path to purchase? Watch our Director of Digital Strategy chat about the consumer journey.

 

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