micro moment
a.k.a. micromoments, micro-moment marketing, chunkable content, content engagementsA micro moment is about giving users the right information at the right time. It refers to a moment of action that only requires a quick glance at a mobile device to identify and deliver information that users can act on immediately.
Micro-moment marketing refers to the different types of micro-moments that consumers experience (on average) 150 times a day (as of 2016!): 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 capture our attention has changed. For example, mobile has forever changed what we expect of the brands we use. It has divided 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.
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