Published: February 11, 2016
Persona based advertising. Dynamic content. Hyper-targeting. With mobile a driving force behind discovering, consuming and sharing information, the brand connection with customers is now required 24/7, 365, in every channel, anytime, anywhere.
That once ambiguous, far-fetched notion of connected everything, is now a reality. A reality that is clearly and eloquently illustrated in micro-moments.
Want-to-know moments. Want-to-go moments. Want-to-do moments. Want-to-buy moments. They’re all micro-moments, and they’re the new battleground for brands.
Google Reshapes The Buying Process
According to Google, the architect of the micro-moments concept, “Mobile has forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences. After analyzing data, researching and talking to real people, we have some insights to share.”
With thousands of micro-moments occurring at an individual level, the landscape for brands and communicating with their target audience gets significantly more complex. How can you ensure you’re delivering the right message, to the right person, at the right time, in the way they want to consume it?
Brian Solis, in his recent contribution to Forbes, put it well: “Historically, marketers have placed great emphasis on demographics and they should continue to do so. They still play a role. In a micro-moment world, however, intentions and interests allow marketers to understand and reach customers in a new light.”
Sure, you know the age, race, gender, marital status, income, education and occupation. But do you know exactly when and where David, a 35-year-old professional, married father of two needs to get to a meeting but finds that his car doesn’t start (a didn’t-plan-for this-moment), turns to a quick troubleshooting video (a show-me-how moment) and ultimately begins his process of buying a new car (a time-for-a-new-one moment).
Probably not. But, it’s time to get ready. One way you can get ready today is by implementing hyper-targeting into your digital advertising strategy. Check it out.