PALM DESERT, CA: Brands must inject “assistive” layers into their strategies at various stages of the purchase journey, a leading executive from Google, the tech company, has argued.

Jim Lecinski, VP of customer solutions at Google, discussed this subject at the Interactive Advertising Bureau’s (IAB) 2018 Annual Leadership Meeting.

“The brands that are more assistive are those that will grow the fastest in the 21st century,” he said. (For more, read WARC’s in-depth report: Google’s new buzzword for direct-brand economy: “Assistive”.)

Building on this theme, Lecinski suggested that the contours of the digital ecosystem now place “an expectation of speed, precision, and nimbleness on brands”.

In translating these expectations into a slate of specific attitudes, he asserted that today’s consumers can be described as “curious, demanding, and impatient” in character.

“To be a successful brand in the 21st century, your brand has to satisfy that curiosity, that set of demands, and that impatient nature of consumers,” Lecinski said.

Against this backdrop, the shopper mindset can perhaps be defined less in terms of loyalty, and more in terms of temporarily “hiring” a brand that serves an individual’s immediate needs.

“I have a job to do and I will seek out and hire the brand that best meets my needs,” Lecinski said in outlining this perspective. “Are you the best brand for me to hire – here and now – to get a job done?”

For brand stewards, such marketing requires a new “assistive” dimension, Lecinski proposed, particularly covering the core “micro-moments” on the customer journey.

In such spontaneous moments, “you’re open to whatever brand will satisfy those demands for you in the here and now,” Lecinski said.

Brand marketers have long relied on “the big idea, the big ad, in the big campaign,” he allowed. But even old brands can learn new tricks by embracing “a series of small, meaningful, and impactful assistive ideas”.

Sourced from WARC