Trend 12
Micro-moments
Micro-moments
In the right place, at the right time
Knowing where and when to be
In marketing, small is in fashion too, and we talk more and more about micro-moments: singular, generally small moments that reveal a specific need to know something, buy something or do something and, also, a communication opportunity for brands.
Thinking in “micro-moments" means breaking the consumer's day down into small pieces to discover opportunities to connect with them, meeting their needs.
It also means learning to communicate in small doses and, what's more, understanding communication as something more than running campaigns and focused on listening and solving.
Cases
01 / 05Zorraquino spotlights
- 01
The magic of “micro-moments" lies not so much in technical possibilities as in brands' ability to see them.
- 02
Finding them means developing an old but complicated skill: seeing life through the consumer's eyes, putting yourself in their place, going through their own "consumer journey" with them.
- 03
They are also based on improving the user experience: on identifying moments of opportunity for service, generally small ones.
More on the trend
References
Pages 169–181 of the report
