At 5 Fold, we’re constantly keeping tabs on emerging trends in the larger marketing world. One development that we’ve been keeping an eye on over the past few months is the continuing evolution of micro-moments.
In this blog post, we’ll review what micro-moments are, what they tell us about user search behavior, what implications they have for our client campaigns, and where we think things are headed.
What are micro-moments, exactly?
In many ways, the way we search is changing. We’ve already detailed how local marketing is more important than ever, and how mobile has overtaken desktop searches. However, consumer behavior is changing even faster than that. Thanks to the prevalence of mobile search and even voice search in cars and homes, search is now more accessible than ever, and it means that more people are doing what Google calls “intent-rich searching.”
Let’s say that you have a Google Home, and you ask it: “Where is the best-rated pizzeria in Phoenix located at?” More often than not, this kind of search implies to search engines that you’re planning on getting a pizza, or going to a pizza place, in the very near future. The intent behind this search is understood by the search engine: the user is going to make a very quick, in-the-moment purchase decision about pizza.
These micro-moments are unique opportunities for companies engaged in internet marketing, since they present the possibility of pairing an “intent-rich” customer with the right message, at the right time.