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RESEARCH, ANALYSIS & TRENDS

The “I want it all and I want it now”

customer

What the lead singer of the British rock band Micro-moments occur when people instinctively turn to
Queen once screamed to his audience is their smartphone to act on a need to learn something,
demanded from consumers nonstop from do something, discover something, watch something,
marketers, namely immediate gratification, and or buy something. For marketers it is relevant that in
quick solutions. these intent-rich moments decisions are made and
preferences shaped and be aware that the powerful
The catchy song written by Brian May and performed minicomputer in our pocket has trained consumers to
by the charismatic Freddy, repeats “I want it all, and I expect brands to immediately deliver exactly what they
want it now!” again and again in the song from 1989. are looking for, whenever they are looking it.
Maybe it is not a coincidence that the same year the
British scientist Tim Berners-Lee invented the World Clearly, the concept of micro-moments is a game-
Wide Web, who knows. But what is for sure is that we changer for customers and marketers. Marketers can
came a long way since then considering technological leverage these micro-moments to maximize their mar-
advances. keting impact since a linear funnel concept with dedi-
cated content for the awareness, consideration, and
Consumers’ appetite for a constantly better, faster, and decision stages is by now kind of outdated due to to-
more satisfying buying experience grew however expo- day’s increasing dependence on smartphones and the
nentially, too, especially after the smartphone appeared consumer journey has been fractured into hundreds of
on the scene. The increasing use of these always on real-time, intent-driven micro-moments instead. Each
devices have been the main driver of behavioral one is an opportunity for marketers to influence con-
change since searching for products, services or in- sumers’ decisions and preferences for a simple reason:
structions is possible anytime from anywhere. This has when we act on our needs in the moment, expectations
heightened expectations for speed in general and cre- are high and patience low, which makes the quality,
ated the micro-moments Google came up with in 2015: relevance, and usefulness of marketing the more im-
“I want-to-know,” “I want-to-do,” “I want-to-go,” and “I portant.
want-to-buy”.

4 April 2021: Immersive Technologies in Marketing