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August 20, 2015
What the Heck are Micro-Moments?
 
Our society moves fast. The phrase "instant gratification" grows more true as technology and Internet access get to more people, and faster. The consuming public continually gets more access to information every single day. The '60s consumer would be seen as totally in the dark compared to the 2015 consumer.

And the modern-day marketer continues to try to keep up.

Our recent posts have been downplaying the marketer. We need to assure you that we love AdLand. Really, we do. We would not have considered writing for Talent Zoo or teaching marketing and advertising if we didn't have affection for the industry. But like a friend wanting to make sure their friend doesn't make a bad move, we need to call attention to where AdLand is and where it needs to be, and why. Where else could we sound the alarm but at a job site and in the education industry? 

One of the things AdLand needs to acknowledge is how fast people communicate, search, and make a decision. WIth the web now literally at our fingertips, people are making decisions faster than ever before. Through its research in online and mobile search, Google has identified four "micro-moments" that consumers experience.

1) I Want to Know
2) I Want to Go
3) I Want to Do
4) I Want to Buy

Google believes that due to the rise of mobile, consumers can experience any one of these moments, and it is up to brands to identify which moment the consumer is in and figure out how the brand can leverage its position based on how the consumer feels about the product.

Part of the infographic is below. Click here for the full image.


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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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