By definition “micro moments is an intent-rich moment when a person turns into a device to act on a need-to know go, do or buy.” (Google, 2016).
There are 4 game-changing moments according to Google which are; I-want-to-know moments, I-want-to-go moments, I-want-to-do moments and I-want-to-buy moments.
It is crucial for businesses to understand micro-moments because this creates insight into buyer behaviour and decision-making in the digital age. For example, Google suggests there are three key factors when it comes to micro-moments. Which are be there, be useful and be accountable.
For example, in 2011 the car brand FIAT successfully used micro moments to build brand awareness for their new “small car” the FIAT 500. The brand utilised mobile search and ensured the brand was engaging. Allowing customers to customise their car on the configuration page as well as pointing customers to the nearest car dealership to there current location. Therefore, it is clear that micro-moments was very beneficial for FIAT’s branding.
So, have you heard of any micro moments that a brand has really utilised?
If so, what brands?
Digital Growth Unleashed 3.0 
Very interesting Blog Kiki. I have read that mobile micro moments are the way consumers are heading because we aren’t using our phone to replace to our desktops, we are using our phones in a whole new ways that weren’t previously possible. Great insight into this.
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Hi Isabelle, thanks for the response.
Yes, well I definitely think due to the rise in mobiles its beneficial for companies to utilise micro-moments.
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