Micromoments: redefining the rules of the game
Consumer behavior has changed forever. The victory in the current struggle to generate engagement, get attention and finalizing purchases depends on the micromomentsThat is, those moments when a user makes a decision or defines their preferences. Since mobile devices have become an indispensable part of our daily lives, we are currently witnessing a fundamental shift in how people consume information available through different media. Our previous daily and predictable online sessions have been replaced by several fragmented interactions These moments now occur instantaneously and sometimes unconsciously. Many of these moments have become practically routine for us, for example, when we check what's new on social media or when we write to a friend.
However, there are other moments—when we want to obtain information, go somewhere, perform an action, or make a purchase—that are also very important. These moments are called micromomentsand they are changing the rules of the game for both consumers and brands.
Micromoments occur when people spontaneously turn to their devices (increasingly, in particular, their smartphones) to to respond to a need to obtain information, perform some action, find or view content, or make a purchase. These are moments based on a great intention in which decisions are made y preferences are defined. Right now, Consumer expectations are higher than everThe powerful computers we carry in our pockets have conditioned us to expect brands to be superior. show us immediately what we are looking for at the precise moment we want itWe want to get exactly what we're looking for instantly.
The successful brands of tomorrow will be those that have a strategy that allows them to understand and satisfy the needs of consumers in these micro-moments.
