Earlier this year Google released some amazing research about what they are calling “Micro Moments;” the moments where the “I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy” feelings are created in consumer’s minds.  The resulting action is that the consumers are looking for a specific answer with specific intent. Google argues that these micro moments are crucial for brands to succeed in this new, always on, and mobile world in which we live. It move beyond ZMOT and into the moments right before ZMOT.

Google has published a tremendous amount of data and insight about how brands can support capitalize on moments of specific action by being in the right place at the right time. 

FUTURE SHIFT

Being the constant thinker that I am, I started to wonder what would happen when the “Internet of Things” permeates our day-to-day lives. With data-powered activity happening seamlessly around us, these Micro Moments will shift from active to passive through various data triggers. Ultimately this will create an amazing experience for us as “users” but what will it mean for brands when consumers no longer have to take action, but algorithms do it for us? Will these decisions be made based on our preferences? Will there be a prompt for a purchase?

Over the coming years, we will start to see brands succeeding in owning the active micro moments, but what role with brands and companies play in the passive micro moment world? 

At the end of the day, we need to identify what value our brands provide outside of a “purchase” in order to stay competitive in the next decade. 

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