Google’s New Micro-Moments Explained

Google has announced a new type of research and insight that has the potential to add a lot to your internet marketing strategy. In essence, what Google is calling “micro-moments” represents a new way of thinking and a new opportunity for online marketers.

Mobile Search for Nearby Locations on the Rise

It’s becoming easier and easier to browse the Internet on the go using smartphones and tablets, and using the Internet no matter where we are has become a convenience we rely on.

As reported by Search Engine Watch, Google searches for the term “near me” have increased 34 times since 2011 and almost doubled since 2014. A whole 80 percent of these searches are performed on a mobile device.

These statistics illustrate the fact that we’re using our smartphones to find things while we’re on the go. Whether we are looking for a product, an answer to a question or a shop location, we do a quick mobile search to find an answer.

Mobile Searches and Decision Making

Google’s approach is the idea that as we do these kinds of searches, we are making decisions. We are deciding what products to buy, what stores to visit and what entertainment venues to go to. This translates to revenue for businesses, so capturing these micro-moments of decision making is a huge opportunity for companies and marketers.

As Google states: “But there are other types of moments: the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. When we act on a specific intent and expect an immediate answer. They happen all the time and all along the consumer decision journey. And these moments are becoming the new battleground for brands — where hearts, minds and dollars are won.”

These micro-moments consist of those few seconds when we are making a decision and when we are most likely to be influenced by online marketing like top search results, search ads, banner ads and other tactics.

In fact, businesses are constantly looking for ways to persuade their markets when it matters the most. Chances are that your marketing strategy already attempts to influence potential customers during the awareness, curiosity and testing phases of decision making.

The Wall Street Journal reports that “69 percent of online consumers agree that the quality, timing, or relevance of a company’s message influence their perception of a brand.”

Google’s new micro-moments idea is one that could allow your business to be more influential by presenting people with your marketing content during crucial decision-making moments.

How you can use Micro-Moments

Google hasn’t specified exactly how it plans to let businesses leverage micro-moments for marketing opportunities. However, the company has said that in the next few months it will release “research and insights into this game-changing shift.”

You can sign up to get email updates about micro-moments and how you can use them in your online marketing to reach people at crucial decision-making moments so you can boost your online traffic, store visits and sales.