Trends Report

Micro Moments Are The Next Frontier For Mobile

Build A Micro Moments Strategy And You'll Be Ready For Wearables

September 8th, 2014
Julie Ask, null
Julie Ask
With contributors:
Laura Naparstek , Josh Bernoff

Summary

The moments that characterize the mobile mind shift are getting shorter. Simple triggers — messages, sounds, even tactile sensations — spur consumers to take action, both on devices and in the real world. Forrester defines this quick-reaction subset of mobile moments as micro moments. The triggers that create micro moments must be timely, simple, and hyper-relevant. Firms will deliver these triggers to mobile phones initially but must be ready to extend them to wearable devices. To build the quick interactions that make micro moments powerful, eBusiness and channel strategy professionals should use a tightly focused version of the IDEA cycle, concentrating on context that makes it easy for a customer to react in an instant.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.