Your Mobile Moments Are Shrinking

Josh Bernoff
Marketing News
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Key Takeaways
  • Mobile moments—the moments in which a person pulls out a mobile device to get what he or she wants, immediately and in context—are shrinking. And soon, even the apps will be overkill.
  • A micro moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately.
  • What can marketers accomplish in a micro moment? You can make it easy to buy on impulse. You can alert people that they ought to take action. You can even alert people that no action is required.

The hardest thing about mobile strategy is the new thinking that it requires. As I explained in my last column, mobile success is a matter of capturing mobile moments. Whether it’s the moment when you set out on your bike and want to know if it’s going to rain or the moment you see that piece of news that makes you sell your Apple stock, the key is to design applications and sites that deliver the exact, relevant interaction in a mobile moment.

Let’s assume, for a moment, that you’ve embraced this and you haven’t made the fatal mistake of trying to shovel your website into a mobile site or app. You’re all set, right? Not so much. Those mobile moments—the moments in which a person pulls out a mobile device to get what he or she wants, immediately and in context—are shrinking. And soon, even the apps will be overkill.

 

The reason is that you don’t need much to make a decision. Already, the tiniest of moments spur you to action. You wake up when the alarm goes off. You stop at a red light. You head into the kitchen when the teapot whistles. Your phone already engages you with brief signals like this. They’re called push notifications. You get a message about when the flight is landing, when your next appointment is and who won the ballgame. Then you act on those notifications, even if acting is simply going, “Uh-huh, the Yankees lost again.”

 

These aren’t just mobile moments. They’re micro moments. A micro moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately. My colleague and co-author Julie Ask writes about them in detail in her latest report for Forrester Research, “Micro Moments Are the Next Frontier for Mobile.”

 
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Author Bio:

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Josh Bernoff
Josh Bernoff is senior vice president of idea development at Forrester Research in Cambridge, Mass. He is the co-author of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business and Groundswell: Winning in a World Transformed by Social Technologies, both published by the Harvard Business Review Press. Groundswell was named book of the year by the AMA in 2009.

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