Podcast: Play in new window | Download (Duration: 18:45 — 7.5MB) | Embed

Subscribe: Google Podcasts | Email | RSS

Martin here and excuse me while I check my phone. I’m having a micro-moment. But more on that in a few, er-moments.

This week it’s Joe and me; Gini’s on the road. And because of our schedules recently, you’ve probably noticed May has been a quieter IPR month. But we’re all back in June.

In today’s episode, we have a couple of topics to discuss – both revolving around Google.

The first is micro-moments, or what Google describes as ‘I want to know, I want to go, I want to buy moments’. I call them the frequent times we turn to our smartphones during the day – often when we’re in the middle of something else – to find out some info, daydream, or take a mini-break from what we’re doing.

These mobile interactions are having a profound impact on the way we discover and consume information and what we do with our idle time.

Many of our micro-moments revolve around watching videos. And according to Google, people who view videos on their phones are 1.4 times as likely to watch ads as those on desktops or TVs and are more likely to talk about the ads they saw. Are the dollar signs lighting up?

The challenge for brands is to learn how to produce video that works for the small-screen. In other words, create for the medium – panorama shots may be amazing in a movie theatre, but don’t work so well on a five inch screen. Think about your audience and what they’re looking for and how you can reach them with the kind of video they want to see at the just the right point in time. Here’s a post from Joe with his thoughts on the importance of creating videos for mobile devices.

What do you think about micro-moments, how they’re affecting our purchase intent and attention spans? And when you’re in the middle of one of these moments, what kinds of video content makes you stop, watch and share?

We’d love to hear from you.

And thanks to Breyanna Tripp from Kent State and Charles Cawte for their comments.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio

About Joe Thornley

Joseph Thornley, co-host of Inside PR, is CEO of Thornley Fallis and founder of 76engage. He is a past Chair of the Canadian Council of Public Relations Firms. Full bio

About Martin Waxman

Martin Waxman, MCM, APR, is a digital, social media, and communications strategist and LinkedIn Learning instructor. He conducts AI research, leads social media workshops, and teaches digital strategy. He writes a Digital Marketing Trends newsletter on LinkedIn, is one of the hosts of the Inside PR podcast and can be found on Twitter @martinwaxman. Full bio