Micro moments refer to consumers' instant needs and desires that brands can satisfy through mobile devices. With ubiquitous smartphone and internet access, consumers expect immediate gratification of their whims from brands. While this allows for quick planning, it also requires dedicated strategies from marketers. Micro moments shine when brands can meet consumers' impromptu needs for specific products or services near their location through seamless mobile experiences. How a brand performs during these micro moments can significantly impact its success, as consumers now regularly make last-minute plans and decisions based on their mobile devices.

1. Micro Moments – The
InstantLife
Immediate is the word of today’s generation. The impulsiveness in this era of digital
period has empowered marketers, brands and businesses to act speedily for the
consumer’s instant gratifications. With smartphones and tablets, the world of
informations has become closer than ever before. Now all one needs to do is cater to
their particular whim and lo and behold, it is gratified! But it’s not all sunshine for
getting planning and getting things done in a jiffy. There is a need for a dedicated plan
and this is where micro moments shines bright.
With the rise in technology, people have come to expect the ‘instant life’. People’s
decision making process has become more optimised and more streamlined than ever
before, thanks to the online evolution of advertising space. It’s safe to say that the
frictionless mobile experiences has helped in delivering quality services which has in
turn raised the bar on expectations higher than ever.
Today, the mobile-incentive decisions has led to impromptu growth in the micro
moments. People searching for one thing which can be found at a particular place
immediately is an essential factor for the micro moments to serve better. This spot- on
decisions can raise the bar on the marketers significantly. Maybe that’s the reason why
consumers are okay planning on last-minute, thus resulting in gradual change in
behavioural pattern. At present time, seamless mobile experience has raised the stakes
and how your brand performs on their smartphone can either make or break your
brand or business.