Google injects more context into micro-moments
As Google continues to refine its search results to better serve users in their moments of need, columnist Adam Dorfman looks at how recent developments in contextual search may impact brick-and-mortar businesses.
More than a year has gone by since Google introduced the concept of micro-moments, which Google defines as times “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.”
Micro-moments constitute a consumer behavioral shift with implications for businesses that operate brick-and-mortar stores. Merchants need to be more agile and relevant to convert micro-moments to revenue, especially at the local level. For brands, the question is not whether micro-moments are important, but where micro-moments are headed.
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