From life-changing celebrations to the little moments in between, there are plenty of opportunities to connect with consumers all year long. How do you explore how to tap into the emotional core of moments, no matter their size, to create the brilliant customer experiences that keep people coming back for more?
Today, the online session as we know it is over – we no longer “go online”, we live online; always on, always connected. The proliferation of mobile devices has made it easier to find, to do, to watch or to buy what we want, when we want. And for marketers, there has never been a better opportunity to attain the holy grail of reaching the right person with the right message at the right time, every time.
Every day, three billion people around the world have dozens of moments that matter to them and their lives. These moments create billions of ‘signals’, which not only include context e.g. where someone is, what device they are using or the time of day, but also intent: what someone wants or needs at that moment.
This combination of context and intent-driven signals is a goldmine for marketers, providing more opportunities to be relevant and connect with consumers in more meaningful ways than ever before.
1. Identify the moments to win
Identify the moments that you want to win or can’t afford to lose. Examine all phases of the consumer journey to map the moments when people want to find inspiration, learn something or make a quick purchase. By leveraging these moments in your marketing strategy, you can ensure that you are present for all of the moments that matter most to your potential customers, and your business.
2. Deliver on consumer needs in the moment
Ensure that you are able to reach your audience with relevant messages by understanding not only declared information like age and gender, but also a combination of context-rich signals (time of day, device used and location) and intent-rich signals (search queries, the content they are viewing and previous interactions with your brand). For each moment you want to win, put yourself in the consumer’s shoes. Ask, “what would be the most useful or helpful information for them right now?”.
3. Measure every moment that matters
As we’ve seen, all moments are not created equal; there are a plethora of diverse moments that matter, each presenting diverse opportunities for your brand.
For every moment that you win, ensure that you have defined the best success metrics for your goals across the entire purchase funnel – from driving brand awareness to driving sales – so you can measure impact effectively.
Measure. Learn. Iterate. Win more of the moments that matter today and tomorrow.