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For eBusiness & Channel Strategy Professionals

Micro Moments Are The Next Frontier For Mobile

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

September 8, 2014

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  • By Julie Ask
  • with Josh Bernoff,
  • Laura Naparstek

Why Read This Report

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.

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Table of Contents

  • Mobile Moments Are Shrinking
  • Micro Moments Will Create Opportunities For Wearable Devices
  • eBusiness Pros Don't Know How To Engage Consumers In Micro Moments

  • Pursue Micro Moments, Not Wearables
  • Supplemental Material
  • Related Research Documents

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