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Everyone has been there. You are on your phone, searching for a product or service, and ads keep popping up. Or fifteen second videos. Banners that block your view of what you want to look at, and frustration sets in. Well, guess what?

That’s how your customers or clients feel too.

It is a tricky science to figure out how to get that ad, banner or video in front of your consumer at the right time – when they are looking for it, and are open to viewing it or clicking on it.

Google calls that sweet spot, that moment when a person is in a discovery mode, a “micro moment.”

According to Google VP of Marketing Lisa Gevelber, who came up with concept and name, “Immediacy is more important than brand loyalty.” To find those moments, Google says there are four moments every marketer should know:

  1. I-want-to-know moments. This is the information gathering stage. The consumer is looking for gather as much data about a possible purchase as they can, but are not quite ready to commit.
  2. I-want-to-go moments. The consumer is looking for local businesses, products or services. Given that “near me” searches have increased twofold in the last year along, this is an upward trending moment to pay attention to, and means having your physical location prominent in search engine rankings is important.
  3. I-want-to-do moments. Either before or after the point of purchase, in this moment, consumers are looking for more information on how to do something or looking at trying something new. It is important that you have the right content out there for them to find and use.
  4. I-want-to-buy moments. Recent studies show that 82% of smartphone users will consult their phone will in a store. That is a large number of people looking for the best deal or value, and you can get a sale while they are standing in someone else’s business location if you have the right information out there.

Those micro-moments will vary from industry to industry, and identifying them can be a challenge. But if you do, a recent Forrester report say it is 65% more likely that you will have a profitable mobile marketing ROI. To identify those moments, set up data and analytics to deliver the ads when there is a need by the consumer. The work will be worth it.

Sebastian Duque

Author Sebastian Duque

With a BAs in Marketing from Florida International University, Sebastian is fascinated by how search engine marketing is shaping consumers and markets behavior. He lives in Miami, Florida and speaks both Spanish and English. Sebastian is also the general manager at By Afro and holds various certifications in search, advanced search, display advertising and an online marketing certification from IAB Spain.

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