Industry Articles

What are the Different Types of Micro-moments?

By Brian Handrigan on October 11, 2018 |


It’s rare to fall in love all at once. Typically, people develop an infatuation over a long period of time. The more they get to know someone (or something) the more they grow to appreciate them. Marketers need to understand this concept if they’re going to create a micro-moment marketing strategy that generates results. Often, achieving success with modern marketing techniques relies on reaching leads with the right content at precisely the right time. As such, professionals should be aware of the varieties of micro-moments. What are the different types of micro-moments? Google defines them as “I want to know,” “I want to go,” “I want to do” and “I want to buy.” Here’s a closer look at what those definitions mean in the practical sense:

I-Want-to-Know Moments

The first type of micro-moment (unsurprisingly) occurs at the beginning of the buyer’s journey. In many instances, leads experience an I-want-to-know moment before they’re even aware of a company’s product. Rather, many consumers will experience a zero moment of truth (ZMOT) when their interest in a new subject is piqued. I-want-to-know moments may occur when a person watches TV and sees a commercial that intrigues them. When they reach for their smartphone to learn more, they’re expressing a desire to gain insight they didn’t have prior.

I-Want-to-Go Moments

I-want-to-know moments are vague. After all, any time a consumer searches for something for the first time on their smartphone, they don’t know what they’re going to find. (Such is the nature of a Google search.) I-want-to-go moments, conversely, are more focused. They occur once a lead has encountered a product, service, or company, but haven’t yet decided if they want to explore any further. I-want-to-go moments are the catalysts that send people to a website or to a physical store location. Well-timed ads, social-media posts, or emails can all inspire a lead to move from passively interested to actively engaged.

I-Want-to-Do Moments

By the time leads begin experiencing I-want-to-do moments, it’s likely they’ve interacted with a number of websites, visited a store location, or maybe even spoken to a company representative. Because consumers move across channels for content, marketers need to be capable of doing so as well. I-want-to-do moments further cement an idea in a lead’s mind; instead of thinking about exploring a store, or website, they’re now zeroed in on a particular sub-topic. Instead of contemplating a trip to London, (I want to go), they now turn their attention to specific attractions like Big Ben, the Globe Theatre, or Wembley Stadium (I want to do).

I-Want-to-Buy Moments

At this point, a lead will have already decided they want to make a purchase. But they may not have decided where they’re going to do it. In these moments, they begin to compare very specific factors like price, unique features, convenience, locality, etc. Of course, if a lead doesn’t decide to make a purchase immediately, it doesn’t disqualify them from coming back later. Instead, they’ll likely wait and do more research until they do find what they’re looking for. Micro-moments don’t always occur in a linear fashion.

The Bottom Line

Want to make sure your business can connect with potential customers at every possible micro-moment during the buyer’s journey? Then contact the Advocado team today. Advocado has pioneered broadcast-to-digital-to-offline tracking and optimization methods to ensure your business can reach leads at the most critical junctures. Learn more about our products here:



Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.