When millennials pick up that supercomputer in their pocket and want to engage with a brand, Google has defined four vital “micro-moments” – instances of engagement so fleeting that if a product or service is off on its timing, it mArtificial intelligence and machine learning are the newest, shiniest tools: “I can talk to my watch!” “I can talk to my TV!” “I can text to my TV!” “I can swipe, I can tab, I can talk!” – and so on. But, contended Lecinski, they each create a new set of consumer engagement standards: “They put an expectation of speed, precision, and nimbleness on brands.” For direct brands that interact directly with consumers, the challenge is a welcome one. But for indirect brands – products and services that were built for mass supply chains, mass tastes, and mass audiences through the intermediation of third-party agencies, publishers and retailers – "that often puts stress on those legacy brands that were not built for speed, for precision, and nimbleness.” In a digital economy, Lecinski insisted, “Consumers are curious, demanding, and impatient.” And, just in case the standing-room-only delegates at the Interactive Advertising Bureau’s (IAB) 2018 Annual Leadership Meeting (ALM) hadn’t picked up on this message, he repeated it: “Curious, demanding, and impatient.”
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