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Advertising Week 10th Anniversary Official Guide

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Page 234 of 333

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 mo- ments 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. Illuminating this behavior and the associated consumer expectations proved to be really useful for marketers. In many ways, the micro-moments conversation has provided a reset and a roadmap for companies who sought a simple mental model for how to approach the otherwise daunting force that is mobile. It helped marketers think about which moments mattered most, and it created urgency. It also inspired an evaluation of a range of legacy habits and approaches—from how to think about share of voice, to how we deliver useful experiences, to how we measure business results. Now, midway through 2017, it's clear that the centrality of micro-moments—for consumers and marketers alike—is as im- portant 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. UPPING THE ANTE 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 B Y L I S A G E V E L B E R VP of Marketing Americas • Google wanting that little bit extra. It's becoming evident that they'll keep raising the bar, wanting more useful information, more personal- ization, more immediacy. My team wanted to dig into these evolving expectations and understand how consumer behavior has changed since we first introduced micro-moments. Here's a glimpse of the consumer taking shape behind the data. THE "WELL-ADVISED" CONSUMER Think about the last time you used your phone to find an answer or guide a decision. For some of you, this might have been about something big—like that safe family car you're hoping to buy, or the Yosemite adventure you're planning. But for others, it might have TWO YEARS AGO,

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