Gevelber: La gente espera que las marcas respondan a sus necesidades abordándolas ahora mismo
Lisa Gevelber, Marketing VP for the Americas at Google, wrote an article about the micro-moments in ThinkWithGoogle. “Two years ago, Google introduced the concept of micro-moments. We put a name to a behavior that, thanks to mobile, was becoming pervasive. People had started to expect an immediate answer in the moments they wanted to know, go, do, and buy. The concept of micro-moments was perhaps as truthful, observable, and relatable a consumer behavior trend as any marketer could wish for” she explains.Google’s research on the topic found that three new consumer behaviors are playing out: the “right here” the “right now” and the “informed consumer.” “Micro-moments have been accelerating consumer expectations for “right here, right now” experiences. People take for granted that information is at their fingertips and tailored to their specific needs. But the thing about human beings is they never stop wanting that little bit extra. It’s becoming evident that they’ll keep raising the bar, wanting more useful information, more personalization, more immediacy.”Gevelber said that “people today want to be empowered to make the right decision, big or small—and they’re turning to their phones for advice to guide them. We can see this in the data. Mobile searches for “best” have grown 80% in the past two years. Midway through 2017, it’s clear that the centrality of micro-moments—for consumers and marketers alike—is as important as ever. “It’s an entrenched behavior—micro-moments are only multiplying. People can’t remember what it was like to not be able to learn, do, or buy things when the need struck by reaching for the device in their pocket.”
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