Micromoments, perhaps one of the most discussed concepts in digital advertising right now, are having their moment this week in The New York Times!  I first heard the buzz about this new theory that challenges the traditional marketing funnel at last year’s AD:TECH conference.

In short, mobile devices give us powerful insights into consumer intent, which help us find innovative ways to use mobile marketing.

For example, let’s take this weekend’s pending snowstorm.  Thanks to mobile, we can determine if visitors and residents in the immediate area are looking for a last-minute activity (consumer intent).    Through smart mobile marketing, we can send them the right message at the right time to effectively reach this potential ticket buyer.

This article provides some great examples from other brands that will hopefully inspire all of us to be more “in the moment!”