Nowadays, the concept of a traditional consumer has been reaching a critical point.

On one hand, consumers are overwhelmed by advertising, ooh, push notification, banners campaigns and programmatic advertising. The level of attention is lower than ever. On the other hand, people are way more curious than the past, even about small things. They are more demanding and they look for experiences and personalization. Eventually, the are also more impatient, because the decisions need to be made way faster.

The aware consumer behaves differently from the old days. The aware consumer immediately looks for answers by searching online, mostly via mobile. Marketers used to define their strategies by splitting people into demographic and/or behavioral targets. But those categories are over now, because the new consumer journey is guided by his need states, hundreds of need states, impossible to be pigeonholed in old marketing resources like age or social classes.In a sentence: the demographic targets are dead, and the new challenge for brands is to intercept consumers’ need states and be there to answer them. Understanding the importance of a crucial trend: Micro Moments.

In this competitive new scenario, the possibility that a brand can effectively engage potential buyers it’s a matter of seconds, moments, or – exactly – micro-moments.