Micro-moments are “intent-rich” moments when “decisions are made and consumer preferences are shaped.” A micro-moment occurs when people look to a device, most likely a smartphone, to “act on a need to learn something, do something, discover something, watch something, or buy something.” (ThinkWithGoogle)
Consumer behavior has changed dramatically in the past couple of years. People now reflexively turn to their devices to obtain information. They consult their device to compare pricing when making a purchase, to decide what movie to watch or television show to binge, to communicate with friends and family, to read the news, etc. To grab their attention, your business needs to reach them in these moments and provide them with something substantive. These quick, intent-rich moments are when decisions are made and preferences are formed.