Micro Moments - New Marketing Model

Sales funnels in the classic sense no longer exist. It is replaced by short bursts of activity, which we called “micro moments”

- said Jerry Dischler, vice president of product management for AdWords.

Consumer behavior has changed dramatically. Today’s battle of companies for hearts, mind, and money is defeated (or triumphant) in so-called micro moments (a term suggested by Google) - moments that follow the consumer’s intention in the decision-making process and the formation of preferences. These moments can be traced throughout the consumer's path to the purchase of a product or service. Below we take a closer look at this completely new marketing mental model.

As the mobile becomes an integral part of our daily life, we are witnessing fundamental changes in how people interact with the media. Daily online sessions were replaced by multiple interaction fragments that occur instantaneously. Now it's hundreds of moments every day - check the time during the day, write a message to a friend, chat with friends in social networks.

But there are also other moments — Moments I-want-know, I-want-go, I-want-to-do, and I-want-to-buy — that really matter. Google called it “micro moments” and they change the rules of the game for both consumers and brands.
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Micromotations occur when people reflexively turn to their device — most often to a smartphone — to learn, do, study, view, or buy something. These moments are full of the user's intentions when a decision has already been made and preferences are formed. In these moments, consumer expectations are higher than usual. Powerful devices that people have now, have taught users to immediately get exactly the information that they need at the moment.

What conclusions does Google offer from its recent research on micro-moments:

• Of the tourists who are users of smartphones, 69% of ideas for the direction of travel occurred in the free time of users, for example, when they stood in a line or were in the subway.
• 91% of smartphone users view information on their devices in the middle of a task.
• 82% of smartphone users access their device while they are in the store and decide which product to buy. 1 out of 10 users buy a different product as a result, rather than planned in advance.
• 69% of online consumers agree that the quality, time and relevance of the message from the advertiser’s company influence their brand perception.

Successful brands in the future will be only those that have a strategy for understanding and satisfying consumer needs during these particular moments.



BYYD • Mobile Advertising Platform