By Cory Profiti, Consumer
It’s official, the dog days of summer are a thing of the past and back to school is upon us. This is a time of the year where real life kicks into high gear and consumer spending does too. Big time. Back to school is the highest grossing time of the year, second to the holidays of course. According to the National Retail Federation, Canadians spend an estimated $68 billion on back to school shopping every year.1
Due to the technological advancements in recent years our society is as connected as ever, which means that we’re busier than ever. We know, we’re all tired of hearing about how busy everyone is but it’s changed the way that we go about pretty much everything and, as far as the consumer goes, Google has it figured out with Micro-Moments.
So, what are Micro-Moments? We’re glad you took time from your busy day to ask! Google explains that mobile has forever changed the way we live and it’s forever changed what we expect of brands.2 So much so that Google has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.3 These moments – the I didn’t-plan-for-this moments, is-it-worth-it moments, etcetera – identify how consumers react and how consumers can quickly determine what they need by way of their smartphone. These moments pinpoint the exact times when brands can capture their target audience so the brand is there at the exact time the consumer is seeking influential information to shape their decision. The time is now. Right now. Because consumers are definitely too busy to wait.
Learn about Micro-Moments here: https://www.thinkwithgoogle.com/micromoments/