It’s almost the end of summer: barbecues, watermelon, sandy feet, #45 suntan lotion, beach towels, and bumble bees. Or at least getting bit by something. Ouch!

Recent studies on consumer behavior have compared it to the flight of the bumble bee. As Erich Joachimsthaler wrote in his Flight of the Bumble Bee article:

“Consumers behave more spontaneously with short attention spans and short bursts of actions. They make decisions instinctively focusing on solving a specific need at particular time and place. They shop in spare moments, they search while on the go, they buy on a break by picking up primarily the mobile phone.”

What this means is that today’s customer continues to be unpredictable, elusive, and much more fluid than in years past. Gaining commitment from them is challenging, but not impossible. As this article suggests, MICRO-MOMENTS are your best source of engagement.

Nurturing with content should be more about accumulating micro-moments of visual and momentary impact hit quickly to add up and educate your independent Customer 2.0.