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. Micro-moments are becoming more contextual We know that micro-moments at the local level are getting bigger. According to Google, mobile “near me” searches have increased by 146 percent year over year. These kinds of searches are intent-based moments of immediacy. For instance, Google (citing data from Hotels.com) indicates that … [Read more...] about Google injects more context into micro-moments