![]() Connecting to purchaseįor ecommerce brands, the trend towards removing barriers between a consumption moment and a purchase opportunity should be high on the radar. However if they’re browsing on their mobile at home they should be treated more like a static user than a mobile one, especially if their device provides a good browsing experience. If the user is mobile, then they should see mobile optimised ads and be considered more of a “snacker” of content. Information that you could use to target your advertising more cost effectively, and messaging more effectively.įor example, a device like a laptop or tablet could be a home or work computer, or it might be used in a coffee shop or on the train. Choice of medium can be important as well as the choice of messageĪs with Google Enhanced campaigns, knowing who is interacting with your ads, website and social media platforms by which device could uncover hidden knowledge about your audience. Nearly three years down the line, it’s hard to believe we ever optimised an Adwords campaign without the ability to adjust bids according to a variety of different conditions. The update has since allowed advertisers to customize their campaigns based on a wide variety of factors that the program could not previously take into account. Launched in 2013, Google’s Enhanced campaigns were designed to help advertisers bid more effectively by device, by time, by day, and by location. Brands can overlay audience data with robust contextual signals like location, time of day, and even the weather to deliver highly customized creative that people will engage with. This involves intensive data analysis coupled with media buying. ![]() Would your company benefit from this kind of approach?Īt Adido we could certainly consider restructuring our departments according to the moments our clients need our assistance - start-ups (where agility is key), challenger brands (where robust testing is vital), category leaders (with a focus on having a first mover advantage), new product launches etc. night out, premium socialising, get together, meal occasion teams. For example, Pernod Ricard have been highlighted as a business which has reorganised its structure to focus on consumption moments for its repertoire of brands rather than individual brand teams. In my research for this seminar I discovered that some companies have gone so far as to restructure their marketing teams to capitalise on these moments. The best advice is don’t scrimp on data analysis! In a presentation I went to recently one of the speakers mentioned how companies often see the journey of data mining and customer research to be cumbersome, and yet the insight is generally received with excitement. Look at your website data to find out when people visit your site mine your advertising data to seek patterns for when and where people engage with your ads review customer data to identify when (and why) people transact with you overlay weather / financial / search data to discover patterns in your own performance, but also identify gaps that you could be missing out on. In order for marketers to spot these micro-moment opportunities, data is key. We’re actively looking to learn, discover, find, buy or maybe even to be distracted or entertained. Micro-moments are the moments when we turn to a device to take action on whatever we need or want in that moment. It has become the “tool” to find, or do, almost anything and it’s very rarely far from our grasp.īoth myself and Andy Headington in his talk quoted some staggering stats about our mobile phone “addictions” courtesy of Google, TVTY and Comscore.Īs consumers spread their attention across more and more screens and channels, (marketing) micro-moments can happen almost anywhere, anytime. It has transformed our lives and has enabled new ways of doing and learning things. I don’t know for how many years, nor can I recall the number of events I’ve attended where this line was used, but now I believe we’re in an era where the mobile is part and parcel of everyday life. Thankfully for you reader, this is not another one of those ‘year of the mobile’ articles. Growing influence of behavioural economicsĪnd part three, on how you can have your moment in the spotlight is yet to come.Part one, which dealt with macro-moments is available here At Adido’s Attention: The Digital Marketing Summit this year I somewhat impressively (for me) managed to keep within my 35 minute seminar schedule, however I have struggled to distil the contents of the seminar into one blog article.
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