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 may miss out forever.

  • I want to know: Is there a low-salt, gluten-free soup that’s available at a shelf in my store? Can you satisfy that or not?
  • I want to go: Maybe it’s a movie. Or a concert. Or an event where I can meet up with friends. If you’re an entertainment brand, can you help me...

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