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
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.

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