Google recently introduced three consumer characteristics that their data reveals about consumer buying behaviors.

They say buyers have become:

More impatient
More demanding
More inquisitive

Thanks, mobile.

The smartphone has empowered people to make the right buying decision --- big or small. We use our smartphones for advice and guidance.

Searches for "near me" have nearly doubled over the last two years and have increased over 1,800% over the previous five years.

Smartphone users, according to Google, are 50% more likely to expect to purchase something immediately compared to just a year ago.

My takeaways: Marketing works when:

We decipher customer intentions through the customer's own digital body language. This happens when you align the sellers selling process with the buyers buying process. Remember, when doing this that the buyer is in control.

We base our marketing decisions on data and not feeling. Marketers should always be in experimentation mode. This allows you to discard your missteps and keep only your successes. You also don't get enamored by failure when it's expected. Make significant changes often and let your data tell you if it's working. If it's not --- keep experimenting. The only constant you should expect is change.

We rely on experimentation and not just inspiration. The lesson here is to leverage experimentation to solve for culture. We all know culture eats strategy for breakfast.

We build websites on "engines" of conversion, perfected landing pages and irresistible offers, compelling copy and user-friendly interfaces, viral loops, and streamlined order flows. Our focus should be on what's essential, creating content and pages that customers love and that convert like crazy.

Marketing works best when it's important enough to be worth making great.