Overusing the term "attention span"

Some days I binge-watch YouTube videos, and some days I scroll on Instagram, I don’t know if it is the attention span or the content itself. However, the term “attention span” is becoming over-used. I literally watched a video company pitch their product based on this concept (wow)

So, being TYPE A, I did some research. DRUM ROLL, PLEASE. We’ve got a term!!!

✨Micro-moments✨ (by no means is this a new term, it’s been around for a long time)These are the split-second instances when people reflexively turn to their devices to get answers, learn something new, or make a quick decision. If we want to connect meaningfully, we have to show up in those moments💁‍♀️

And of course, I got your back. But before that, Hello! How has your week been?

Noww,

Breakdown of Micro-Moments: According to Google, four key types of micro-moments drive user behavior:

1. I want to know: People are curious and researching, often without the immediate intent to buy. These are discovery-based moments.

2. I want to go: Users are looking for local info, like store locations or directions. This is all about nearby relevance.

3. I want to do: This is when people seek how-to content or instructions—moments that offer immediate value and engagement.

4. I want to buy: Purchase intent moments, where customers are ready to make a decision.

Research Insight:
A study from Think with Google (in 2016!!!!) found that people are 40% more likely to interact with brands that provide quick, useful answers during these micro-moments. Brands that anticipate these needs are seeing a boost in customer loyalty and conversion rates.

The study pdf (2016!!)

Strategy Tips for Brands

1. Know Your Audience’s Intent: Invest time in understanding which types of micro-moments are relevant to your audience. For instance, if your audience often searches for tutorials or educational content, focus on “I want to do” moments.

2. Optimize for Mobile: Micro-moments are most common on mobile devices, so a seamless, fast-loading experience is important.

3. Provide Quick Answers: Make key information accessible and direct, especially for “I want to know” and “I want to buy” moments. Use short, snappy content that delivers value quickly. (people don’t have the time!!)

4. Be Present with Location-Based Content: For brick-and-mortar businesses, or brands with location-specific products, leveraging “I want to go” moments with optimized local search content is key.

People aren’t necessarily spending more time online, but they are being more intentional with how they use that time. Elevating your strategy to meet them in these micro-moments isn’t just about staying relevant—it’s about making sure you’re the go-to resource in those quick, decisive moments :)

The Marketing Woman Podcast this week took a page from The Pivot to Balance Podcast and talked about something enitrelyyyy different, check it out my creative peeps! “Why a Digital Detox Might Be Your Next Power Move! 👀 “

THIS WEEK ON The Marketing Woman Podcast:

E49: Why a Digital Detox Might Be Your Best Move Yet

In a world where ‘always on’ has become the default, there’s one strategy that’s all about taking a step back—and it might just be the secret to better creativity and sharper strategy. It’s not about doing more; it’s about doing less. Enter: the digital detox.

As marketers, we often hear, create more, and consume less. But after trying it, I realized that balance is what really makes a difference. I’m talking about balancing intentional content consumption with creation, rather than endless output. Too much creation can drain you just as much as too much consumption.

To learn more about what I’ve been testing out, in small ways, for my own ‘detox’ routine listen to this episode!!

The Takeaway: Studies show that balancing consumption with creation keeps us more engaged and even more innovative. For marketers, that means taking time to clear your mind can actually help you spot fresh trends and stay connected to what really matters.

If a full digital detox feels impossible, try a few small breaks this week and see how it affects your creativity, focus, and energy. Sometimes, stepping back gives you the perspective to move forward stronger."

Until next time,

Anusha

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