Page 6 - AeM_June_2018

RESEARCH, ANALYSIS & TRENDS

Micro-moments depict user behavior in

the mobile age—brilliantly

The smartphone, our little personal all-rounder and 1. Want-to-know moments: At first, the mobile user
companion in all situations, is extremely important to us wants to know something and needs information
not only to search for information - be it finding the on a certain topic or even help in a situation. This is
nearest bank, the departure time of a train or supporting the first starting point where companies can be
decision making. In such so-called "micro-moments" useful and in demand, because the user does not
companies can offer their help to users as well, if their yet know exactly what he wants or what he will
service or product is sought after, because such useful find.
advertising offers will not be seen as a distraction. In the
end, it gives companies a chance to connect with 2. Want-to-go moments: In these moments, the user
consumers at the very moment their attention to searches for places that are usually in the
communication is the highest. How that works and what immediate vicinity of him. Usually he already
exactly Micro Moments are, I want to explain in the knows then what he is looking for and where he
following: wants to go, but this does not limit the possibilities
for companies to be helpful for the user and to
The term ‘micro moment’ got by the way first and attract his attention.
foremost coined by Google, describing specific
touchpoints in the customer journey where the user 3. Want-to-do moments: Here, the user is looking for
picks up his smartphones to perform a specific action. explicit explanations, wants to learn something and
This can be the solution to a problem, the search for a educate himself, be it theoretically (explanatory
service or even a route description. The moments video) or practical (washing instructions). For such
consist mainly of attention, the right content and the things, the mobile user does not want to go to a
relevance for the user. library or call his mom but be able to act with
flexibility and without being tied to a place.
Relevance
4. Want-to-buy moments: A want-to-buy moment is
Google differentiates between four different micro the classic case. As the term suggests, it is about
moments, which are basically four different reasons that the purchase decision that involves the use of the
trigger smartphone users to look for advice on the mobile device.
Internet.
6 June 2018 - Mobile & Video Marketing