If you want to pursue a marketing career, you will need to learn the “tools of the trade” — the techniques, methods, tools and strategies that successful marketers rely on. Northwest Missouri State University’s online Bachelor of Science (B.S.) in Marketing program offers in-depth courses like Promotion and Consumer Behavior that help you develop these tools and prepare to be effective in marketing roles. Micro-moments are essential to the modern marketer’s toolkit, facilitating genuine engagement through an understanding of consumer interactions with technology, businesses, product research and the buying process.
What Are Micro-moments?
As the concept became known in marketing circles, Google highlighted micro-moments as “intent-rich moments” when someone reflexively turns to their smartphone for information. Micro-moment marketing refers to points when a buyer picks up their smartphone to act on a desire to know, buy or discover something. These micro-moments in time fall into four key categories:
- Want-to-know moments. This is when someone is researching and exploring but not necessarily ready to buy in the moment. For example, a pet owner might google a topic like “what kind of shampoo should I use on my dog?”
- Want-to-do moments. These are instances when a person uses their online device for ideas on how to perform or complete a specific task. An example would be when a homeowner wants to learn how to place tile for a bathroom remodeling project.
- Want-to-go moments. This is when a user enters specific keyword searches such as “open now” or “near me” for local businesses. For example, a person in a new city might search for an Italian restaurant that’s currently open near them.
- Want-to-buy moments. This is when someone is using their online device to search for a specific product and wants information on what to buy and how to buy it. For example, a person in purchase mode may be looking for the latest trend in eye makeup to buy as soon as possible.
Consumers rely on these reflexive, in-the-moment online searches to inform purchase or engagement decisions. These micro-moments form opportunities for marketing teams to create a brand strategy that helps win over consumers as they explore online information. Many people desire instant gratification while searching online for their needs. By understanding where and when people are seeking information about a particular product or service, companies and their marketing teams can create content precisely aimed at those searches.
Why Micro-moment Marketing Matters
People often rely on their mobile devices for convenient online searching. In fact, roughly 63% of Google searches in the U.S. occur on mobile devices as of 2024. Buyers’ expectations are high when conducting an online search for what they need or want. Consumers’ micro-moment searches form their preferences and decisions. By studying and anticipating these micro-moments, companies can address the needs of consumers doing a quick search while on their lunch break, on the subway or in line at the coffee shop.
Micro-moment marketing allows brands to capture user attention at the right moment. Typically, today’s consumers — especially the younger generations — have a short attention span, making engagement difficult. Micro-moment marketing overcomes this challenge by creating content for intent-rich moments that consumers can engage with as soon as they begin looking for a product or service.
Micro-moment marketing can also provide brand awareness for businesses of all sizes. Building brand awareness can place a product at the forefront of a consumer’s want-to-know moment and then have a lasting effect on their want-to-buy moment. Blog and social media posts that answer specific questions about a product or service can build brand awareness to highlight a business.
How a Bachelor of Science in Marketing Can Help
Northwest’s online B.S. in Marketing can help you learn how to influence consumer buying decisions with successful campaigns that employ methods like micro-moment marketing. As a student, you will gain knowledge on strengthening a brand name while promoting services and products.
Northwest’s specialized marketing courses teach students how to develop and present sales pitches, perform market research, analyze risks and opportunities, create budgets, develop strong communication skills, and improve marketing campaigns using a range of marketing techniques. The real-world, hands-on approach of Northwest’s program prepares you for potential careers such as retail manager, sales manager, marketing strategist, market research analyst and content marketer.
The U.S. Bureau of Labor Statistics (BLS) notes that the job outlook for market research analysts is very strong, with projected employment growth of 13% between 2022 and 2032 — much faster than the average of all occupations. With education and experience, you can also advance to advertising, promotions and marketing manager positions, with projected employment growth of 6% and an impressive median annual salary of $156,580 in 2023. In a world of digital marketing, understanding micro-moment marketing strategies is crucial to effectively leveraging your target audience’s motivations and behaviors — and advancing your career in the field.
Learn more about Northwest’s online B.S. in Marketing program.
