In many countries, including the U.S, more searches take place on mobile devices than on computers and in these moments we expect brands to have immediate answers.

Its in these moments where decisions are made and preferences are shaped. Moments like:

• Having your blow dryer stop working while your getting ready for work and searching for “best blow dryers” on your phone while your still in the bathroom.
• Attempting to cook something for your partner only to have to go up in smoke and then searching for “Chinese take out” on your phone while still in the kitchen.
• Deciding that you want to learn how to play the saxophone and turning to Youtube on your phone while your lying in bed and then searching “learn to play saxophone”.

 

All of these moments are happening on the phone and Google has identified four distinct categories of moments based on its internal search data.

If you would like us to map out your brand’s micromoments and learn more about how you can connect with your future customers in the moments that matter then contact us. If you would like to learn how we helped identify The Bahamas Tourism Board’s microments then read our case study.