May 2016

<p>Want to develop a strategy to shape your consumer's decisions? Start by understanding the key micro-moments in their journey.</p> <p>micro-moment |ˈmīkrō-mōmənt| Noun</p> <p>An intent-rich moment when a person turns to a device to act on a need—to know, go, do, or buy.</p> <p>There are four game-changing moments that really matter.</p> <p>I-want-to-know moments: When someone is exploring or researching, but is not necessarily in purchase mode.</p> <p>I-want-to-go moments: When someone is looking for a local business or is considering buying a product at a nearby store.</p> <p>I-want-to-do moments: When someone wants help completing a task or trying something new.</p> <p>I-want-to-buy moments: When someone is ready to make a purchase and may need help deciding what to buy or how to buy it.</p> <p>In these moments, consumers want what they want, when they want it—and they're drawn to brands that deliver on their needs.</p> <p>Be there: Anticipate the micro-moments for your target audience, and commit to being there to help when those moments occur.</p> <p>Be useful: Provide a digital experience that's relevant to consumers' needs in the moment, and quickly connect people to the answers they're looking for.</p> <p>Be accountable: Create a seamless customer experience across all screens and channels, and measure the collective impact across them, too.</p> <p>For more insights, recommendations, and case studies, read our complete guide to micro-moments:</p>