The term Micro-Moments was coined by Google in 2015, Micro-Moment is described as an intent-rich moment when a person turns to a device to act on a need. Basically, it’s that exact moment when a person wants to find information on something and logs on to the Internet to get it, within these moments, consumers are expecting to find results and solutions instantly. According to a study from Google and Ipsos, 82 percent of smartphone users consult their phone on purchases they are about to make while in the store; 91% turn to their phone for ideas while in the middle of tasks. These are customer decision points and micro-moments that are part of a journey to purchase.

Micro-Moment is the new trend of empowering brands to reach out to the right audiences as per their needs and requirements. Businesses can take advantage of these intent-driven impulses and capture the user in an actionable micro-moment by delivering exactly what that user is looking for at the right time.