Micro-Moments (in Portuguese, Micro-Moments) is the keyword that names the moments in which internet users seek to satisfy their desires about something that arouses their interest.
In the words of Senior Vice President of Ads and Commerce at Google, Sridhar Ramaswamy, who coined the term, “Micro-Moments are occasions when we act on a need to discover, learn, make, or buy something.”
Therefore, the Micro-Moments can be divided into four moments, in which Internet users make decisions, they are the moments:
- I want to know:
Moment used by internet users to learn more about a particular occurrence or about a product or service on the web.
Suppose your neighborhood mall is opening an amusement park in the parking lot during the fall season. You are curious, you want to take your children and nephews to play there. Then, in a Micro-Momento, you access the mall's website to learn more about the subject.
- I want to do:
Moment when internet users search the web for information on how to perform a certain task.
Example: your toilet is clogged, but you don't want to spend money on a plumbing company. So you go to the web and look for information on how to unclog a toilet so you can do the job yourself.
- I want to buy:
Moment when internet users go to an online store to buy a specific product or service.
Imagine you're watching a soccer game when a banner for the X soccer cleat appears in the corner of the TV screen. You get the urge to buy the shoe, so you go to an e-commerce website and make the purchase.
- I wanna go:
Moment when internet users search the web for a particular place they want to go.
Let's say you go out to a party in a town 200 kilometers away from your home and get lost along the way. In a Micro-Moment, you open Google Maps on your smartphone, visualize where you are and draw a route to where you want to go.
These four Micro-Moments are currently most experienced through the small screens of smartphones and other internet-connected mobile technologies, which does not mean they are not also experienced on the large screens of desktops and notebooks.
In any case, the important thing is that you, as an entrepreneur and manager of online stores, know how to develop content that responds to and meets the expectations and desires represented by these four Micro-Moments of internet users. If these expectations are well met, the chance of these internet users becoming your customers and/or clients will be very high.
