This morning was an early start to head to Google Canada and attend a Digital Breakfast event hosted by the behemoth of search. Beautiful offices. Catered sausage, bacon and egg breakfast too. Nice start.

A member of the Google Partners marketing team talked about Micro-Moments which was very interesting and gave some insight into how Google views these fleeting interactions with its user base.

These days we're all in a massive rush it seems, and impatient for information. You're on the road and in the mood for some food. Most people won't search for "McDonald's near me" but "food near me" and then scroll through the results, giving brands a chance to move in and capitalize on that uncertainty and decision-making process.

People are not as loyal to brands as in the past and will jump around depending on what service they receive, how fast it is and how convenient to them.

To paraphrase an example: you want to buy a new smartphone. You go online, do your research, read the reviews and decide on a brand and model. You Google the carriers that provide that smartphone, and check the nearest location to you.

In your lunch break you head there, pick up the phone, put down your cash and you're out of there in 10 minutes. The brand thinks it has a great sales force to close the deal in 10 minutes ... but not really. The customer has done all the work leading up to it.

Brands can give the human browsers what they want, when they want it. Position your services as a convenient option, get that lead and take it from there. Keep that new client with stellar customer service and never rest on your laurels.

It's a fickle consumer that knows they have choices.

John.