Smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something. When we act on our needs in-the-moment, our expectations are high and our patience is low. This makes the quality, relevance, and usefulness of marketing more important than ever. Our preferences and purchases are shaped in these micro-moments. Ultimately, the brands that do the best job of addressing our needs in each moment will win. Get the full story at Think with Google