Winning the Micro-Moments Battle


In a recent report, Google asked the question, “how would you describe your phone’s role in your life?” Respondents replied with phrases like  “attached to my hip,” “butler,” and “lifeline.” The device that’s always by our side is transforming the way we learn and discover new ideas. Micro-moments, as Google has named them, are the moments when we turn to our device and take action on whatever we need or want at the time. These micro-moments are happening along the customer decision journey and brands need to anticipate them and be there with the relevant information.

Red Roof Inn realized flight cancellations were leaving 90,000 passengers stranded every day. They started tracking flight delays in real-time which triggered targeted search ads to advertise their locations close to airports. “Stranded at the airport? Come stay with us!” It was relevant information that people needed at the moment. The result was a remarkable 60% increase in bookings across non-branded search campaigns.

Mobile is driving the micro-moments phenomenon, but it extends beyond mobile to all screens, devices, and channels. An integrated mix of hyper-targeted email, mobile, and search, along with re-targeting, ensures the message reaches your ideal audience at key stages of the customer decision journey. Learn more about hyper-targeting and the most effective mix of digital media channels.

More highlights from Google’s Report:

When people use mobile search to help make a decision, they are:

  • 57% more likely to visit a store
  • 40% more likely to make a phone call
  • 51% more likely to make a purchase

Compliment existing media with mobile search:

  • 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial

Beat the competition:

  • 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online
  • 1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it

See the full report from Google here.