a.k.a. micromoments, micro-moment marketing, chunkable content
A micro moment is a mobile moment that requires only a glance to identify and delivers quick information that users can either consume, or act on immediately. For example, mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro moments. Each one is a critical opportunity for brands to shape our decisions and preferences. It's all about giving users the right information at the right time.
In terms of micro-moment marketing, it refers to the different types of micro-moments that consumers experience (on average) 150 times a day: purchase moments, research moments, and discovery moments, to name a few. The philosophy behind micro-moment marketing is that in the world today, consumers are bombarded by content, ads, offers, emails, texts, tweets, push notifications and everything else imaginable. As a whole, the industry has reached a point of "content shock" where consumers cannot consume much more content than they already are.
Historical perspective: As of 2016, consumers spend an average of 4.7 hours each day on their smartphones, thus the way brands and marketers think about capturing the attention of consumers needs to change. That's where the tactical side of micro-moment marketing comes in.
NetLingo Classification: Online Jargon