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Google: “Micro Moments - The New Battleground for Brands”

If you haven’t been following Think with Google, you might want to look into it. They deliver excellent insights right into your email box a couple of times a week.

One of the latest Think with Google contributions explains that mobile has changed the way we live and what we expect from brands. It’s fractured the consumer journey into hundreds of real-time, intent driven micro moments. Each one is a critical opportunity for brands to shape our decisions and preferences.

In a nutshell micro moments create an atmosphere where brands must accommodate:

Immediate action

Smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something.

Demand for relevance

When we act on our needs in-the-moment, our expectations are high and our patience is low. This makes the quality, relevance, and usefulness of marketing more important than ever.

Loyal to needs

Our Preferences and purchases are shaped in these micro-moments. Ultimately, the brands that do the best job of addressing our needs in each moment will win.

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