This past month, Google defined micro-moments as the “I want-to-know moment, I-want-to-do moment, I-want-to-buy moments,” that people have many times a day. To satisfy these “I want” moments, people now reflexively turn to their smartphones. This change in human behavior gives organizations the opportunity to speak to a potential patron at the exact moment when he or she wants to do something, whether it’s looking for a museum exhibit or learning more about a new play. In order to capitalize on these “micro-moments,” you need precise strategic targeting, bespoke messaging and an integrated campaign that goes seamlessly across devices. As we continue to see the rapid growth in smartphone usage across the world, we will see a similar growth in the importance of these “micro-moments,” especially for marketers.