There is so much data available to us as marketers, and consumers are waking up to the fact that if this data is available, they except marketers to be using it to make their lives easier and simpler, and to answer their questions, and communicate with them in personal meaningful ways.
Q and A
How is this shift to mobile changing what you do on a day-to-day basis?
Mobile is a media channel as well as a source of data so one of the things we specifically are being very diligent on and passionate about it using mobile as an insight platform and not just a media platform for communication. More than half the time is now spent on a mobile device and what we can now understand is where people are at in their journey, where their location is, are they in store are they not in store, are they passing by the store? Marketing should be driving sales, and mobile can help determine if marketing efforts are driving people into the store, because if it is, and sales aren’t happening, it can help identify another problem in the organization that media cant control.
Which brands have done the best jobs at adapting to the needs of these micro moments. How do we create content that speaks to these moments without bragging about or touting your brand?
How do you reveal the key micro-moments? What are the key metrics to detect them on ecommerce for desktop and mobile users?
In micro-moments, what we are looking for, as a marketer is scale. So micro-moments are important, but in order to have impact from media, you need to be able to reach people at scale. E.g. in the US there are tens of thousand of people who have milestone birthdays a year, so that is a micro-moment that can also be scaled.
What are main challenges of working with omni-channel media in micro-moments?
What’s the difference between micro-moment mentality for voice search vs. mobile search? How do brands think about those two things?
What should marketers be focused on in 2018?
- Ensuring your brand is making authentic consumer connections. Work with creators, and influencers and look at the way you are communicating with consumers. It’s not a one-way communication.
- Find the right canvas for mobile. Mobile is a fantastic platform for being in the micro-moment, but the creative environment on mobile is restrictive, and not great for “romancing” consumers and telling stories – brands need to discover better ways to tell stories on mobile.
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