Google’s new buzzword for direct-brand economy: “Assistive”

Google, the tech company, believes that building “assistive” brands will be essential as consumer wants and needs change.

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 m

Artificial 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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