Google has been pioneering the latest school of thought when it comes to consumer engagement. Calling it "micro-moments," Google has coined the immediate interaction a consumer has with a brand when they decide to look something up on mobile, seeking an answer or solution to whatever popped into their mind.
That moment, that micro-moment, is an opportunity for the brand to have all the consumer's attention in that time of need. A small, but important, moment.
We've enjoyed reading the content the Google squad has been putting out about micro-moments, and you could only imagine our delight when one of the more recent posts about consumer intent was lumped into their thought piece.
We thoroughly enjoy discussing the intent of the consumer. Like the article stated, what the consumer looks like, or where they live or work, can help marketers to some degree. But if we can track intent, the probability of creating an opportunity to engage can only increase.
Remember when we bored you all with our evaluation of the Fishbein-Azjen model of the Theory of Reasoned Action? Well, we won't do it again, but we like the TRA because it lays the foundation for the model Google and others are talking about. We look at the intent, familiarity, or loyalty the consumer has to certain brands, and the theory can set quantitative comparisons to what the consumer is likely to do.
Adding this element to Google's micro-moments builds a compelling narrative.
Hopefully you agree.
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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