Content is everywhere. Consumers are inundated with content from marketing teams the world over trying to get their attention. With mobile devices seemingly in hands 24/7, there is no limit to the information being seen on a daily basis.
Within the hours spent browsing content on social media and the web at large, each consumer passes through multiple short moments of interaction. These micro-moments, a term coined by Think With Google, have caught the eye of marketers across the globe. For content marketers and brand managers, these micro-moments need to be of high importance.
What Exactly is a Micro-Moment?
Let’s expand a little about the concept of a micro-moment. If you were to average the activities you do during the week, what would a typical day look like? Maybe picking up dry-cleaning, waiting in line for your latte, possible sneaking a peek at your phone on the way to a work meeting.
Within these moments, or any of the hundreds of times we check our phones throughout the week, we are looking for content. However the marketers at Think with Google note that, for many of these moments, we are not looking to engage or interact with brands. The moments that consumers are receptive are important opportunities for marketers of all brands. These are what are known as micro-moments.
The question here is important: can your brand stave off competitors while producing captivating content that delivers in a matter of seconds? Odds are the answer is yes, but it does take some creativity and speed.
Improve Your Mobile Marketing Game
The biggest key to winning the micro-moment is to be present on mobile. In fact, the entire concept is almost completely centered around the mobile space and for good reason. More than half of all worldwide website traffic in 2018 was served to mobile phones, and this statistic does not even cover tablets and other mobile devices. Generations from X to Z are embracing and driving the mobile revolution, and brands must find a new way to reach these consumers.
Adopting a mobile first mindset for marketing will help convert during those micro-moments. On mobile, keep things personal. Personalization continues to be a hot trend in marketing as we talked about in this blog post. For global brands that have access to their customer shopping habits, buyer profiles and search tendencies, personalization can be really easy to implement.
E-commerce micro-moments are just like the ones shoppers go through while shopping in the supermarket. On mobile, these moments matter more. In fact, nearly half of all retail e-commerce takes place on mobile, with that figure expected to rise. Here is your brand’s chance to make a difference.
If a potential customer is waiting in line at the coffee shop, how quick can you make your brand interaction be while still being valuable? Have a website that loads quickly, copy that informs quickly, and a checkout process that can be completed in a few taps. Focus on adding value through speed to take advantage of micro-moments.
Brand Awareness as a Goal
While a sale can take place during micro-moments, they often happen to quickly for them to take place. This is why brand positioning and awareness are a large part of what takes place in a micro-moment.
Smart marketers look to help move buyers along the decision making journey, and content is a great way to achieve this goal. Focus on content that educates while establishing your brand as knowledgeable. Be an authority without sounding authoritative. There is a lot of wiggle room when it comes to making creative content that consumers can enjoy.
Choosing the right type of content for your brand can be a challenge. It all depends on who you want to reach and what you want to say. Maintaining the frame of mind of winning the micro-moment can help focus the vision. How can you engage with audiences quickly?
It may make sense to publish long-form blogs or funny videos to different social media platforms. Whatever it may be, keep in mind that you must be memorable and mobile-friendly to allow your brand to outlast the micro-moment. Even if a customer isn’t looking to buy just yet, your brand awareness efforts will help you be in that final decision making stage.
The rise of mobile devices make understanding the micro-moment important to every marketer and brand manager. Be prepared to adapt. Consumers needs and habits change, micro-moment marketing is the latest evolution of this fact. Keep your brand in the forefront of the public’s minds by meeting them where they are at speed.
What personal information do we collect from the people that visit our blog, website or app?
When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.
When do we collect information?
We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.
How do we use your information?
We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:
• To send periodic emails regarding your order or other products and services.
We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.
Where do we storage your data?
We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.
How can you access to your data?
You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to email@example.com indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.
How to ask us to delete your data?
If you would like to unsubscribe from any of our communications you may do so by sending us an email to firstname.lastname@example.org. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.
How do we protect visitor information?
We do not use vulnerability scanning and/or scanning to PCI standards.
We use regular Malware Scanning.
Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.
We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.
All transactions are processed through a gateway provider and are not stored or processed on our servers.
What happens if there’s a data breach?
We will inform all of our users within the first 72 hours.
Do we use 'cookies'?
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.
Third Party Disclosure
We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.
Third party links
We do not include or offer third party products or services on our website.
Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
We use Google AdSense Advertising on our website.
We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting
We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.
Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.
California Online Privacy Protection Act
According to CalOPPA we agree to the following:
Users can visit our site anonymously
How does our site handle do not track signals?
We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.
Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking
COPPA (Children Online Privacy Protection Act)
When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.
We do not specifically market to children under 13.
CAN SPAM Act
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.
We collect your email address in order to:
To be in accordance with CANSPAM we agree to the following:
If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
Last Edited on May 25, 2018