Having micro-moments through my phone
It’s common sense that most people live with their phones at arm’s reach all the time.
I do it and I’m pretty sure you do it as well. Not only because of work or emergencies, but for pretty much anything we may need during our day.
It was a big surprise for me to find out I spent almost 5 hours on my phone each day. I felt less alone (and also less crazy) when I got to know that, in 2021, Canadians spent 4.4 hours on mobile apps per day.
Another big surprise was to understand that I turned to my device to act on whatever need appeared to me. This deciding to act moments are defined by Google as “micro-moments”.
An ordinary day starts with me waking up with my phone on my table’s side bed and immediately grabbing it to check any messages I might’ve received during the night. Just after that, and not so proudly (when is it too early to dive into social media?), I usually open my Instagram to check my friends’ latest updates. This genuine moment, turns into a micro-moment in a blink of an eye, because watching what someone had for dinner last night, can trigger an I-want-moment for myself.
Right after spending quite some time on Instagram, I check my emails and during breakfast start listening to my favorite daily podcast, through the Hotmart app, which is a clear i-want-to-know moment.
During lunch, I watch something on Netflix or Crave, using my phone to cast to the TV.
After my work is done and my classes complete, I usually turn on Spotify to relax a bit or even go back to the Hotmart app for some online yoga classes.
If you pay attention, you can see that my entire routine is linked to my phone and directly linked to micro-moments.
Getting to know a new restaurant on Instagram and wanting to go to it; listening about a new product through a podcast and wanting to buy it; or even watching or listening to content that triggers some curiosity that makes me want to know more about something…
Basically, the micro moment starts through my phone and also ends on it, because it is on the same device that I usually look it up for the restaurant’s address, the online shop to buy said product or to Google whatever information I’m curious about.
As a marketer, realising that led me to an important insight: every moment of my day can turn into a micro-moment, where I want to take action about something and I can work on that at the same moment. Because everything can happen so quickly, it’s really annoying when searching for a restaurant I end up on their social media where I can’t find their address or make an online order.
The days of leading your customers to your social channel or your website without answering their questions and needs should be long gone.
Because everything is so instant and quick,
it is important for brands to be there, during the whole journey of their customers with the right messages and at the right time.
To help them when these moments of need happen, by being useful and creating an experience across all screens and channels.
