The 91% of people consult the mobile in the middle of the work or any task at hand . This is motivated by an instant need to fix a problem. The micro moments last a few seconds , but they are lived with intensity, since they arise from a strong feeling of need.
For example, a micro-moment is when we want to cook a omelette and when we go to get the , in the fridge we discover that we also have a pot of spinach and we decide to check on our smartphone how we can make a spinach omelette.
When we check what time it is, since we are in the middle of an exam and we want to control the time we have. Or when customers are in the middle of a purchase online or in the store and decide to consult recommendations on their mobile phone before making their purchase decision.
Any current marketing strategy must take into account these occasions, since they can be opportunities to receive a Like or to consult a content of high interest that our company has generated – native advertising . Being quick inquiries, our message should be brief and exceptional. The success of our brand will come from knowing how to understand the needs of our consumers in those micro moments.