Impatience: Right Here, Right Now!

Whether it’s a jar of spices or a restaurant, today’s impatient consumers want things in the moment they need them—which is typically “now.”


From on-the-fly travel plans to businesses “open now” to same-day shipping, people are using search to find answers to their immediate needs. It’s clear that expectations for finding exactly what people want, exactly when they want it, are growing.


You’ve probably done a version of these searches yourself. And when you type in something like “open now near me,” what you want is hours, a specific location, and available inventory, not a slow-to-load website that buries the relevant information.


The challenge for marketers is to make sure you’re giving people the answers they’re looking for as quickly as possible. And the opportunity is capturing their consideration—and the sale—by doing so.

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