We’re all goldfish now, but micro-moments allow brands to cut through distractions. They can do this by being present and relevant when consumers are actively seeking information.
Let’s be real: our attention spans are shot. Everywhere we look there’s a proverbial squirrel – except it’s not darting up a tree, it’s on a screen. Many studies back this up: in 2004, the average attention on a screen was two-and-a-half minutes. Now it’s about 47 seconds, at most.
We don’t need science to tell us this. We just need to look at Jared, the Gen Z intern (yes, he’s still with us). To get him to focus on one thing is like getting Ozzy Osbourne to string together a coherent sentence. In short, it’s not going to happen.
Jared has no idea who Ozzy is, but we had to know, immediately, how old Ozzy is. Turns out he is now 75 – almost as old as Keith Richards, the OG at 80.
In an age of fractured attention spans, micro-moments are shaping the way brands connect with their target audience. But what’s a ‘micro-moment’, and how can you, as a marketer, use these fleeting seconds to your advantage?
Put that phone down, look away from that second screen, close those other browser tabs, and read on…
What’s a micro-moment?
Micro-moments are when we turn to a device – often on mobile – to act on whatever we need, want, or need to know, right now.
Micro-moments, as coined by Google, are when we turn to our smartphones to know, go, do, or buy something right now. These moments are driven by intent, immediacy, and context.
According to Google, 82% of smartphone users check their phones before making a purchase in-store, and 91% consult their phones for ideas mid-task. We all do it. Whether we’re looking for “best sushi near me”, “how to tie a tie” or “is Ozzy Osbourne still sober”, these moments have transformed how consumers behave based on what they need or want right now.
Read how we consume content has changed (and why that matters for marketers)
There are four key micro-moments, namely:
- I-want-to-know moments
This is when you need to find out something or learn and it can’t wait. Whether researching a new topic, exploring potential holiday destinations, or simply satisfying a momentary curiosity, these moments happen when we pull out our phones for quick and relevant information. Digital marketers who create educational content that’s fast to consume and SEO-optimised win in this category.
- I-want-to-go moments
When someone searches for “vegan café near me” (no one at Firewater), it’s an opportune moment to capitalise on location-based needs. Local SEO optimisation is an easy win here – brands like Starbucks use geolocation-based marketing to push personalised offers to customers through their mobile app, taking advantage of these moments.
- I-want-to-do moments
Think “how-to” searches for step-by-step instructions, like “how to fix a leaky tap”. Brands can get on top of this by creating useful tutorials and guides; Home Depot’s mobile app meets these moments by providing quick DIY tutorial videos and project planning tools.
- I-want-to-buy moments
These are make-or-break moments when consumers are ready to spend but need a little extra information before going ahead with the purchase. This is when we’re actively comparing prices and looking at reviews – often even in-store. Amazon’s one-clicks and curated product recommendations win here, and businesses that provide detailed product information along with a seamless purchasing experience have the upper hand.
Why mobile matters during micro-moments
Micro-moments almost always happen on mobile devices, and seamless mobile experiences are a must.
If you’ve been paying attention, you’d have noticed that mobile devices feature heavily with micro-moments. That’s because when we want information on the fly, right here and now, we naturally whip out our phones. It’s also why it’s critical for any digital experience – mobile and otherwise – to be fast and frictionless.
Read why your website speed affects your bottom line
Nearly all micro-moments happen on mobile devices. Digital marketers must ensure website responsiveness, fast load times, and simplified, mobile-first navigation for quick access to information. It’s a non-negotiable at this point.
Read why mobile-friendly websites are the new normal
Earn your audience’s attention – moment by fleeting moment
How do digital marketers do this? It’s quite simple. You need to anticipate your audience’s needs and ensure your brand shows up when it matters. For example, optimising ads for specific searches, using location-based marketing like Google My Business, and using voice search optimisation with conversational queries.
Micro-moments are about meeting your customer where they are – not where you hope they’ll be. It’s about creating content that answers questions, solves problems, or inspires action in those tiny but critical moments. In a world of distractions, your brand’s ability to connect in the here-and-now is everything.
In the case of Ozzy, that includes needing to know the lifespan of a chimpanzee.
That’s why brands must be there for their audience by staying present, relevant, and fast. Doing so turns those precious goldfish seconds into capturing fractured attention.
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