Mobile forever changed what consumers expect from brands. Smartphones allow people to act on any impulse at any time, taking immediate action whenever they want to learn, find, do, or buy something. These are micro-moments. Google search ads allow brands to meet those moments with relevant messaging right when it matters most. People’s preferences and purchases are shaped in these micro-moments, which means the brands that do the best job of addressing needs in each moment will win. Now, more than ever, consumer intent is everything.
Our job was to prove to high level marketers that micro-moments matter, and to invest their media dollars into these Google programs. We started by working with Google on the strategy of how to speak about micro-moments, finding a call to action that both invited, and challenged brands into our new way of thinking- “meet the moment.” Then we realized, marketers don’t just want to hear about new advertising philosophies. They want to see them in action. They want proof. So we proved it.