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Impatience is a virtue. Thisjust might be the mantrafor today’s connected consumer. They live in an on—demand economy where. with afewtaps and swipes of theirnubile device, they can have what they want, when they want it. m more devices and apps deliver instant gratification, the more it sets a new starrde for customer expectations. Now, businesses in every inchstry will have to cater to IIright now’I consumers in mobile-first micro-moments or risk missing these critical engagementopportr.|nities.<JIt’s not the customer’s fault. They didn’t set out to expect everything whenever. wherever. But new technolog’es such gee—location, mobile. social and always—on connectivity empowered mnsumers to get access to information and services on—demand. For better or for worse. this influenced consumer behavior beyond thepoint of no retum.<J Brands must invest in micro—n’ioments via anticipatory and relevant content and offer tailored, on—dernand senrices to win. In other words, be there. be quick. beuseful for a highly connected, mobile and self—interested consumemJ (J May I have your intention please? Customers expect brandsto know their intentions on the spot<J Did you know that compared to two years ago. smartphone users are 50% more likely to expect the daility to purchase something in red time? MotiIe—centeredmicro—moments are more important than ever before. Nowadays, three in four sn’artphone owners turn to their mobile devices to search for information (with minimaleffort] to address their immediate needs. In other words. people are empowered to act in the moment, sotheyexpect relevant—to—the—moment inforrnation.<J Brands need to know customer intentions to facilitate timely and swift engagement. As an example, according to Google. search interest for ‘open nowII has tripledin the past two years while searches for I’store houmII have subsequentiy d’opped. The implication? Customers who act light now expect brands to cater to theirintent right now. quickly and relevantly add’essing theirneeds that very momerIt.<J Your customers want it now] Convenience becomes a competitive advantage:J You can thank the likes of Uber. Lyit, Postmates, and even Amazon Prime for stioking the on—demand economy. People expect not iust information now. but the actualproducts and senrices now. too.And they’re getting it.<J As an indicator of increasing customer expectations, Google found that mobile searches related to IIsarne thy shippingII have grown 120 percent since 2015.Interestingly, these searches tend to peak in the morning. This is likely the result of consumers suddenly realirjng they need something and deciding they would ratherhave it delivered than taloe unnecessary time of their chy to travel, wait in line. travel back and so on.<J Based on servicefees charged by on—demand apps and services, it’s clear that connected consumers arewilling to pay a pren’l’um for convenience.<J