What are Micro Moments? Definition, Explanation and Examples

A wide, scientific field has emerged around topics such as customer journey and conversion rate. For some years now, micro moments have also played a leading role in this field. We explain what it's all about.

Critical Moments: Micro Moments are where you can win customers over

The Internet has continued to grow since the mobile revolution, and Micro Moments have emerged in that wake.

Micro Moments: definition and categories explained

Micro Moments, translated as micro-moments, refer to brief but crucial moments when providers can win customers over. Basically, there are four types of Micro Moments, described from the perspective of searchers:

• "I want to know": In these moments, people are looking for a specific piece of information. This can be a mathematical formula, the climate in Gran Canaria or the historical background of Easter - the important thing is that a concrete piece of information is needed.
• "I want to go": this micro-moment refers to local commerce (similar to Local SEO). The focus is on finding specific places, be it a supermarket, hairdresser or cocktail bar.
• "I want to do": When someone wants to do something specific and is looking for information to do so, this type of micro-moment comes into play, for example, instructions on how to change a tire, a recipe for meatloaf, or tips and tricks for watering plants. Concrete to-do content is in demand here.
• "I want to buy": this micro-moment relates to the buying process both online and offline. The purchase decision for a particular product has already been made, however, the customer is not yet sure about details such as provider (or store) or the exact execution.

As a result, micro moments are to be understood as "opportunities", i.e. opportunities. They are critical points at which potential can become actual customers - provided the right visibility as well as relevant content. For this reason, Micro Moments have long been considered in any good content strategy, such as in the context of search engine optimization; those who don't are leaving a lot of potential untapped.